Whistler, B.C. – Tourism Whistler is reporting the most successful summer season in the resort’s history, with Summer 2025 delivering record performance across key metrics while advancing the organization’s strategic priority to balance visitation and drive demand during need periods.
The summer season, which includes May through October, exceeded Summer 2024 occupancy by four percentage points and surpassed the previous record set in 2019 by two percentage points, marking the largest year-over-year increase in summer occupancy since 2015.
While peak summer demand remained strong, the most notable gains were recorded during the resort’s traditional need periods — midweek and the spring and fall shoulder seasons.
“It’s very encouraging to see such strong results across the entire summer, particularly during the periods where we have deliberately focused our efforts,” said Barrett Fisher, President & CEO of Tourism Whistler. “These outcomes reflect the collective work of our team and our resort partners to deliver targeted, data-driven marketing and sales initiatives that grow visitation responsibly, support local businesses, and enhance the overall guest experience.”
Growth Driven by Need Periods
Tourism Whistler has long prioritized growing demand during midweek and shoulder seasons while maintaining stability during peak periods. In Summer 2025, this approach delivered clear results. Midweek occupancy increased substantially, while weekend occupancy finished in line with historical norms.
Targeted marketing and sales strategies focused on increasing length of stay, securing conference and group business, and encouraging midweek travel played a key role in achieving a more balanced visitation pattern throughout the season.
The resort also experienced meaningful growth during the spring months of May and June, as well as the fall period of September and October. Record conference and group business was instrumental to this success, as well as coordinated efforts to improve the resort’s off-peak offerings through initiatives such as the Whistler Wellness Series in June and the Whistler Wine Walk in October.
Resilient US Demand and Record Domestic Travel
Summer 2025 performance was further strengthened by record domestic demand from Canadian travellers. British Columbia room nights were the highest on record outside of 2021 and accounted for more than half of all summer room nights. In the wake of trade tensions between Canada and the United States, many Canadians opted to travel domestically, contributing to Whistler recording its highest domestic room nights on record, surpassing the previous high set in Summer 2023.
At the same time, US visitation remained resilient, with American room nights matching strong Summer 2024 levels and ranking as the second highest on record. This performance bucked broader national trends that showed reduced US travel to other destinations across Canada. Tourism Whistler’s continued collaboration with partners such as Destination Canada and Destination BC helped address perception challenges from US travellers concerned they may not be welcome in Canada which helped to sustain demand from the US market.
Exceptional Guest Experience Amid Record Visitation
While welcoming record visitor volumes throughout the Summer 2025 season, Whistler continued to deliver an exceptional guest experience. Visitor satisfaction and loyalty scores improved year over year, reflecting the commitment of local businesses and frontline teams to providing world-class service.
“Delivering strong visitation while maintaining — and improving — the guest experience is critical to the long-term success of the resort,” added Fisher. “Our industry’s dedication to quality experiences and exceptional service is a major reason guests continue to return to Whistler time and time again.”
Looking Ahead
Tourism Whistler will continue to focus on stimulating demand during need periods through strategies such as securing conference and group business in spring and fall, growing the resort’s event calendar, enhancing off-peak experience offerings, and delivering coordinated marketing campaigns that encourage responsible travel and influence travel patterns year-round.
Guests can visit whistler.com/responsible-travel for tips on how to visit Whistler responsibly year-round.
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Whistler is Canada’s premier year-round leisure and meeting destination located in the Coast Mountains 120 kilometres (75 miles) north of Vancouver, British Columbia, Canada. Consistently rated the top ski resort in North America, Whistler was the Host Mountain Resort of the 2010 Olympic and Paralympic Winter Games. The resort offers an extensive range of accommodations totaling 10,000 bedrooms among 24 hotels as well as townhomes, condos, B&Bs and chalets. Whistler also boasts more than 100 restaurants and bars, 200 retail shops, 25 spas and countless activity options from world-renowned skiing and snowboarding, mountain biking and golf, to hiking, rock climbing, and watersports. The Resort Municipality of Whistler is home to a diverse community of more than 10,000 permanent residents.
Tourism Whistler is the member-based marketing and sales organization representing Whistler, operating the Whistler Conference Centre, Whistler Golf Club, Whistler Visitor Centre, and whistler.com – Whistler’s official source for visitor information and booking. As the convention and visitors bureau for the Resort Municipality of Whistler, Tourism Whistler represents more than 7,000 members who own, manage and operate properties or businesses on resort lands including hotels, restaurants, activity operators and retail shops.
Media can visit whistler.com/media for Whistler facts, media releases, story starters and access to images and B-roll.
Media Contacts:
Tourism Whistler
Lauren Everest
Senior Manager, Communications & Membership
+1.604.938.2727 | leverest@tourismwhistler.com