The roar of Formula 1 engines returns to Circuit Gilles Villeneuve this weekend as Montreal hosts its signature sporting event under unprecedented scrutiny. After last year’s Grand Prix weekend descended into controversy with allegations of price gouging, subpar hospitality, and organizational missteps, city officials and event organizers have launched an ambitious rehabilitation campaign to restore the event’s tarnished reputation.
“This year represents more than just another race—it’s our opportunity to demonstrate that Montreal can deliver a world-class experience worthy of Formula 1,” said Tourism Montreal CEO Marie Bellerose in an exclusive interview. “We’ve completely overhauled our approach, focusing on value, transparency, and the authentic Montreal experience that made this event beloved in the first place.”
The 2024 Grand Prix weekend generated an estimated $65 million in economic activity but left a bitter aftertaste when visitors reported restaurant bills exceeding $500 for basic meals and hotel rooms tripling in price with minimal advance notice. The controversy prompted Formula 1 leadership to issue a rare public rebuke, with CEO Stefano Domenicali warning that the sport “expects better from its partner cities.”
Montreal’s rehabilitation strategy includes a new pricing oversight committee with representatives from the hospitality industry, consumer protection agencies, and municipal government. More than 200 restaurants and 45 hotels have signed a “Fair Price Pledge,” committing to transparent pricing and reasonable surcharges during the event weekend.
“We recognized we had a serious problem with perception and reality last year,” explained Montreal Mayor Valérie Plante at a Canada News press conference yesterday. “Formula 1 brings approximately 100,000 visitors to our city and broadcasts our image to 400 million viewers worldwide. We simply cannot afford another reputational setback.”
Tourism industry analysts remain cautiously optimistic about the recovery efforts. “Montreal faces an uphill battle,” notes hospitality expert Jean Tremblay from the University of Quebec. “Event tourism is extraordinarily competitive, and Formula 1 has no shortage of cities vying to host races. The economic impact goes far beyond the race weekend—it shapes corporate decisions about conventions, tourism marketing, and international investment.”
Formula 1 officials have publicly expressed support for Montreal’s efforts while privately maintaining rigorous oversight. According to CO24 Business sources, the racing organization has deployed a larger-than-usual team to monitor the event experience, collecting real-time feedback from attendees and comparing prices against historical averages.
Canadian businesses have embraced the rehabilitation effort as essential for the country’s tourism reputation. “What happens in Montreal reflects on all Canadian destinations,” explains Tourism Industry Association of Canada president Beth Williams. “We’re seeing unprecedented cooperation between competing businesses because everyone recognizes the stakes extend far beyond a single weekend.”
Early indicators suggest the strategy may be working. Advance hotel bookings show a 12% increase over last year, despite the reputational challenges, and restaurant reservations are tracking 8% higher than 2024 levels. International ticket sales have recovered to pre-controversy levels, particularly from the lucrative American market.
For Montreal residents like Pierre Gagnon, who has attended every Grand Prix since 1995, the reputation recovery is personal. “This event is part of our city’s identity,” he told me while setting up his viewing spot along the circuit. “Last year was embarrassing for those of us who take pride in Montreal’s hospitality. We’re naturally welcoming people—what happened wasn’t representative of who we are.”
As practice sessions begin tomorrow, the question remains: can a city repair its international reputation in a single weekend, or has the damage to Montreal’s Grand Prix tradition created lasting consequences for Canada’s premier motorsport event?
