Montreal’s traditional Fête nationale parade will offer more than a spectacle this year.
For the first time, spectators lining Rachel Street East on June 24 will be able to scan QR codes along the parade route to learn more about each of the seven scenes that make up the Je t’aime Québec parade, creating a new digital window into one of the city’s most cherished provincial holiday traditions.
The interactive addition is part of a new vision for the annual parade, which organizers say is rooted in a simple idea: the strength of the collective.
More than 500 people — including professional artists, community organizations, citizen groups and participants of all ages — will take part in the festivities, transforming the streets into a moving celebration of Quebec’s values, culture and future aspirations.
“We’ve conceived a parade guided by this idea: the power of the collective. The goal is to bring to life the themes that unite us—dignity, equality, solidarity, language, and culture—through bodies in motion, voices, rhythms, and images brought to life by a large number of people. We are fortunate to live in Quebec, in a vibrant society that engages in debate and moves forward. We create this happiness together every day. That is what we will celebrate on June 24,” said Louis Tremblay, artistic director and stage director of the Je t’aime Québec parade.
The parade will begin at 2 p.m. on June 24 at the corner of Rachel Street East and Molson Street. It will travel east along its traditional route ending at D’Orléans Avenue, near Parc Maisonneuve.
Organizers say the new QR code experience will give spectators greater insight into the creativity behind the production and the stories embodied in each tableau.
This year’s parade unfolds through seven themed scenes:
Together, the scenes are designed to celebrate both Quebec’s heritage and its ability to imagine the future.
The parade’s visual world was created by scenographer Annick Lavallée-Benny, while the musical score was composed by Loïc Thériault, producer and visual creator, originally from Baie-Comeau and a former member of Valaire.
Marie-Anne Alepin, president of the Comité de la Fête nationale à Montréal, said the event continues to serve as a gathering place for Quebecers from every generation and background.
“By coming together to share our pride, we preserve and strengthen what makes us a unique, inclusive nation that is open to the world. The traditional National Holiday Parade is a highlight that allows Quebecers from all walks of life and all generations to take part in this long and beautiful tradition.”
The celebration will conclude with an epilogue inviting spectators to join the movement behind a fleur-de-lys, transforming the final image of the parade into a large public gathering.
Participants will then be guided toward the Grand spectacle de la Fête nationale at Parc Maisonneuve, extending the celebration beyond the parade route and into one of Quebec’s signature provincial holiday events.
In addition to the parade, there will be up to 80 block parties all over the Island which will give Quebecers the chance to celebrate in their local parks.
