Anyone who hasn’t set foot in Trois-Rivières since the beginning of the 2010s will be in for quite a shock when strolling down the popular Rue des Forges: good restaurants, lively bars, electric atmosphere. So what happened?
Yes, there was the construction of the Cogeco Amphitheater and the arrival of Cirque du Soleil, whose shows attract local crowds as much as tourists. But long before the start of this great adventure, the City devoted a lot of effort to revitalizing its center.
“The work, which lasted around twenty years, was mainly concentrated on rue des Forges. When the Circus started its activities, people rediscovered the city in a new light, and they couldn’t believe it! It’s beautiful, it’s clean, it smells better, we eat well, in addition to being able to see shows,” reports Daniel Rioux, tourism coordinator at Innovation and Economic Development Trois-Rivières.
The beautiful tourist surge
Result: Trois-Rivières, formerly mainly visited to attend conferences or conferences, welcomes more people than ever. Many come from Mauricie, but a large number come from elsewhere in Quebec, attracted by the dynamism and festive spirit of the city.
So much so that the total number of nights in commercial accommodation has increased by 7.5% since 2019. “This is the opposite of what is happening in large centers,” comments Mr. Rioux. “We are one of the rare cities in the province to continue to grow in this area.”
During “Circus months” (July and August), tourism spending was $73 million in 2025, an increase of 24% compared to 2019! And these fallouts also exploded in May, June, September and October.
A city that believes in culture
When a cultural offering creates such attractiveness, it is because behind it there is an administration that believes in its potential. “The City has understood that events constitute THE success of Trois-Rivières in terms of culture and tourism, so it is investing in this sector,” says Mr. Rioux.
Of course, attracting so many people from outside the major centers arouses pride in Trois-Rivières. “We are a long way from the 90s, when the city was moribund, eaten away by unemployment. And when we have experienced more difficult times, it is doubly gratifying to experience a success like ours,” concludes Mr. Rioux with obvious and legitimate joy.
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