Exploring the vibrant city of London, Ontario, is more captivating than ever, with **London Ontario Tourism** experiencing a significant boom in 2025. This surge is largely attributed to the growing trend of Canadians embracing domestic travel – a movement often referred to as the “Elbows Up” movement – alongside exciting new attractions that are redefining the visitor experience. This dynamic shift in **Canadian domestic travel** is fostering a thriving environment for the city’s tourism sector.
The “Elbows Up” Movement: Driving **London Ontario Tourism** Growth
The “Elbows Up” movement, a burgeoning initiative stemming from evolving global dynamics, emphasizes a strong Canadian preference for supporting national industries and destinations. Recent data and reports confirm a pronounced trend of Canadians choosing staycations and exploring within Canada, leading to a substantial increase in **London Ontario Tourism**. This trend saw a historic moment in August 2025 when Canadian visitors outnumbered U.S. tourists in the city for the first time in years, highlighting significant **London Ontario Tourism growth**.
This redirection of travel spending is a direct result of a complex geopolitical climate, encouraging Canadians to appreciate their own country. It transcends mere protest, embodying a celebration of Canadian identity and a commitment to discovering the diverse **Ontario attractions** available. Businesses and tourism operators are observing heightened interest in domestic experiences, with many Canadians eager to explore the rich offerings of their homeland, thereby contributing to overall **Canadian domestic travel**.
New Attractions Bolstering **London Ontario Tourism**
In sync with the surge in domestic exploration, London has strategically enhanced its appeal with several new and revitalized attractions, significantly improving the **London Ontario Tourism** landscape. A notable example is the **new London museum** experience at the London Children’s Museum, which reopened in its expanded location within the former Kellogg factory. From January to August 2025, it welcomed over 233,000 visitors, with an impressive 30% originating from outside the city, showcasing its growing importance for **London Ontario Tourism**.
Beyond the Children’s Museum, events like the Rock the Runway Festival, held at London International Airport, have also been instrumental, drawing an estimated 35,000 attendees and offering a unique blend of live music and aviation. The city’s designation as a UNESCO City of Music further strengthens its cultural tourism appeal, with a continuous array of festivals and venues attracting audiences year-round, enhancing the overall **London Ontario Tourism** experience. The vibrant **music city events** calendar is a major draw for many visitors.
Economic Impact and Future Outlook for **London Ontario Tourism**
The booming tourism sector is generating a tangible, positive economic impact on London. In 2023 alone, tourism supported approximately 10,200 jobs across Ontario, with a significant portion directly benefiting London. The sustained influx of visitors stimulates considerable economic activity, benefiting local restaurants, hotels, retail establishments, and service providers. The success witnessed in 2025 is seen as a continuation and amplification of the trends that propelled 2024 to become a record-breaking year for **London Ontario Tourism**.
Industry analysts and local officials, including Sean Murray, Tourism London’s Director of Culture and Entertainment, express strong optimism for the future. The sustained “Elbows Up” movement, encouraging Canadians to explore domestically, coupled with London’s expanding portfolio of attractions and **music city events**, positions the city for enduring growth. This synergy ensures that London is ideally situated to attract visitors seeking authentic and enjoyable **London travel** experiences and opportunities for years to come, solidifying its standing in **London Ontario Tourism** and reflecting positive **tourism trends 2025**.
