Living and working

Sherbrooke: an Urban Gem Nestled in Natural Surroundings

Located in the midst of magnificent mountains, lakes, and rivers, Sherbrooke has gained notoriety as a tourism destination of choice. Throughout the region, nature offers grandiose and spectacular landscape, providing countless opportunities for recreational, sports, and outdoor activities. The city offers all the advantages of a dynamic urban center: museums of international reputation, multiculturalism, exhibitions, shows, agri-tourism destinations, boutiques and department stores, nightlife, and gourmet dining! Tourist attractions are numerous for visitors, who will easily discover in Sherbrooke the perfect activity, accommodation, or restaurant which meets their expectations and makes their visit an unforgettable experience.

In brief

  • 1,6 million persons/visitors*
  • Over $125M in new money generated from visitors in the Sherbrooke region
  • Over 2,300 direct and indirect tourism-related jobs in Sherbrooke
  • 41 conventions and 66 events
  • Nearly 55,000 delegates and participants related to the 41 conventions and 66 events


A dynamic touristic pole

Sherbrooke enriches its tourist offer every year, remaining at the top of the 10 destinations Quebecers dream of (**).New attractions include the Times Hotel/Conference Centre, the Exhibition Centre, the development of the Magog river gorge and the addition of a lounge car to the Orford Express tourist train.

Business tourism

With its 2 convention centres and its ultramodern exhibition centre, Sherbrooke is well positioned in the convention and events market.  Sherbrooke’s exhibition centre, built in 2010, offers 60,000 square feet of entirely configurable exhibition spaces with advanced technological tools to cater to promoters’ needs.

Sports tourism

Every year, Sherbrooke plays host to over 60 sports events. In the summer of 2013, Sherbrooke will be host city for the Canada Games. Of the numerous events it hosts annually, 22 are high-profile Canadian, North American, or International sporting events. Already well provided in sporting venues, in recent years, Sherbrooke has added a new sports complex at Bishop University, a new pool at Université de Sherbrooke and Complexe sportif Thibault GM (Sports Centre).


* According to the latest data from Statistics Canada (2008) and analyzed by the tourism industry consultant firm Pragma Tourisme-conseil, with regard to visitors (tourists and excursionists) aged 18 years and over having travelled at least 40 km from their place of residence to Sherbrooke.
** According to a Léger Marketing 2009 Quebec tourism survey list: a survey on Quebecers and their travel plans in Quebec – summer/fall 2009, first edition, June 2009.