Canada Strong Pass drives surge in museum and gallery attendance 

August 12,2025

The Canadian Press

National museums and galleries across Canada have reported a notable surge in visitors this summer, with attendance up 15 per cent overall. The boost comes as Canadians and tourists take advantage of free or discounted entry through the Canada Strong Pass. 

Hermine Landry, spokesperson for the Minister of Canadian Identity and Culture, says July attendance rose 16 per cent at both the Canadian Museum of History and the Canadian War Museum. The Canada Agriculture and Food Museum recorded an even sharper rise of 24 per cent, while the National Gallery of Canada saw a modest but positive two per cent increase. 

Launched on June 20 and running until September 2, the Canada Strong Pass provides free admission to national museums for children aged 17 and under, and a 50 per cent discount for visitors aged 18 to 24. The pass also grants free entry to national parks and historic sites managed by Parks Canada. 

Several provincial and territorial institutions have joined the initiative as well. The Manitoba Museum, for example, reported an 11 per cent increase in July attendance compared to last year.