As Canada experiences a domestic tourism boom, organizes of Le Carnaval de Quebec — one of the world’s biggest winter festivals — say they are aiming to surpass last year’s attendance of 500,000 people. Recent data suggests trade tensions with the U.S. have prompted more Canadians to avoid American destinations in favour of exploring cities and attractions at home. But it’s not just Canadians visiting Quebec City. Alexia Lulo and Saeed Tabibi travelled from Miami to Quebec City this weekend to celebrate Lulo’s birthday at the carnival, trading sunshine for snow. “We literally just Googled magical cities with snow, and this is at the top of the list,” Lulo said. The couple is also celebrating their wedding anniversary and marking Valentine’s Day early. First launched in 1894, the carnival was held sporadically before becoming an annual event in 1955. Today it accounts for significant portion of Quebec’s province-wide tourism industry, which generated $13.7 billion in 2024. The festival has become a marquee celebration during some of the coldest and darkest months of the year. “During the winter, it’s a more rough time for people,” explained Jérôme Deschêne, Carnaval de Québec’s General Manager. “But [Bonhomme Carnaval] brings joy and happiness to everybody. And he makes them go outside in the winter,” he said. Deschêne is referring to the festival’s iconic ambassador -- a seven-foot-tall snowman known for his known for his hugs and signature high kicks -- who embodies Quebec’s “joie de vivre.” Each year, Bonhomme’s ice palace is rebuilt with a unique design. This year’s structure required 3,000 blocks of ice, each weighing roughly 300 pounds, created using a special technique that removes oxygen and minerals from the water to ensure the ice remains clear. The tallest section of the ice palace reaches nearly 11 metres with engineers on site throughout the festival to ensure the building remains structurally sound. While the carnival celebrates joy and togetherness, it also unfolds against the backdrop of a complex national history. Even as data shows more Canadians are eager to explore their own country, there remains an undercurrent of political tension in Quebec, where some continue to advocate for separation from Canada. Those tensions predate confederation. The Plaines of Abraham –- site of the pivotal 1759 battle between British and French forces – sit just steps away from the festival hub. The British victory marked the beginning of a new chapter, one defined by the preservation and survival of French culture and language alongside English. Nearly three centuries later, those conversations continue. Luc Nicole-Labrie, historical coordinator with The National Battlefields Commission, said the ongoing effort to reaffirm that relationship, while imperfect at times, offers insight into how Canadians understand themselves.
