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On November 17, Wasaga Beach will begin community engagement for a once-in-a-lifetime master plan to enhance its waterfront, downtown, and year-round visitor experience
“This is a plan for the community, by our community,” said Mayor Brian Smith. “The future of Wasaga Beach belongs to the people who live, work, and play here – every conversation, every idea, and every perspective will help shape what Destination Wasaga becomes. Together, we’re building a bright future for Wasaga Beach, ensuring the beach remains publicly owned and open for everyone in Ontario to enjoy, while creating a legacy that reflects who we are as a community and what we value most.”
Wasaga Beach – On November 17, the Town of Wasaga Beach will kick off community engagement to create the vision for Destination Wasaga, and it’s calling on residents to get involved.
The Destination Wasaga Master Plan will be developed through a process that puts local residents, businesses, and community partners first. It builds on the Province of Ontario’s $38-million investment in Destination Wasaga earlier this year, which supports the redevelopment of the beachfront, downtown, and key heritage areas, including Nancy Island.
“We’re proud to support the redevelopment of Destination Wasaga into a world-class destination,” said Premier Doug Ford. “The investments we are making in collaboration with the Town will help drive tourism and growth, redeveloping the important historic site at Nancy Island while helping preserve and improve public access to the town’s beautiful beachfront, which is the longest freshwater beach in the world.”
“Our government is proud to support Destination Wasaga and the people of Wasaga Beach as they plan for the future,” said Stan Cho, Minister of Tourism, Culture, and Gaming. “This community has a rich history and incredible natural assets that make it a true Ontario destination. By working hand-in-hand with residents and local partners, this master plan will help protect Ontario’s natural beauty, ensuring the beach remains publicly owned and open for everyone to enjoy while Wasaga Beach continues to grow as a vibrant, four-season destination that showcases the best of our province.”
DESTINATION WASAGA BEGINS
To lead the planning process, the Town has engaged Urban Strategies, an award-winning Ontario-based urban design and planning firm with experience in waterfront revitalization projects across Canada. Urban Strategies will work closely with the municipality, residents, business owners, Indigenous partners, and other stakeholders to co-create a vision that reflects Wasaga Beach’s unique identity and aspirations to become a globally recognized recreation and nature-based destination.
The first phase of engagement kicks off November 17 – November 20 at the Town’s RecPlex. It includes a series of public workshops, focus groups, online surveys, and open houses, as well as one-on-one interviews with stakeholders. Residents are invited to meet the Urban Strategies team, learn more about the project, and share their ideas for improving the waterfront, enhancing public spaces, celebrating local culture, and strengthening the town’s tourism economy.
SAVE THE DATE
Residents of Wasaga Beach are encouraged to attend the Destination Wasaga launch event on November 17 and open house on November 20, and participate in one of two public workshops on November 18 and 19:
- Monday, November 17
📅 7:00pm – 9:00pm Public Launch Event – Project Introduction, Community Visioning (open to all; register to attend here)
- Tuesday, November 18
📅 1:30pm – 4:30pm Public Workshop #1 (pre-registration and proof of residence required)
- Wednesday, November 19
📅 1:30pm – 4:30pm Public Workshop #2 (pre-registration and proof of residence required)
- Thursday, November 20
📅 7:00pm – 9:00pm Public Open House (be part of the wrap-up and see what ideas stood out: open to all; register to attend here)
Public workshops on November 18 and 19 are intended for residents of Wasaga Beach only. These workshops will be interactive and hands-on. Space is limited. Pre-registration and proof of residence is required.
Learn more and get involved by visiting wasagabeach.com/imagine.
Additional quotes
“As the Member of Provincial Parliament for Simcoe–Grey, I’m proud to see the Province’s investment in Destination Wasaga helping to shape a shared vision for the future of this remarkable community,” said Brian Saunderson, MPP for Simcoe–Grey. “Wasaga Beach holds a special place in the hearts of Ontarians as a place where natural beauty, recreation, and community spirit come together. This process will give residents a strong voice in how the town grows and evolves, ensuring that the beachfront and downtown reflect the values and priorities of the people who call Wasaga Beach home. Together, we’re laying the groundwork for a vibrant and sustainable future that generations of Ontarians can enjoy.”
“Wasaga Beach has long been a place where people come to connect, explore, and enjoy Ontario’s natural beauty — and now we’re planning for the next chapter,” said Steve Harlow, Chair of the Town’s Economic Development and Tourism Advisory Committee. “By engaging residents, local businesses, and partners in shaping this vision, we can strengthen our year-round tourism economy, support local entrepreneurs, and create a vibrant, welcoming destination that continues to attract visitors from around the world, while enhancing quality of life for everyone who calls Wasaga Beach home.”
Quick Facts
- Each year, Wasaga Beach welcomes over 2 million visitors to enjoy the beach, destination events, and local businesses. Between January and August 2025, domestic visitor counts to Wasaga Beach were 2,060, 833 people, which represents a 15% increase from 2024 – bringing visitation once again to one of its strongest levels in years, despite construction and infrastructure improvements happening along Beach Drive.
- The Town of Wasaga Beach is unique in the world: it is home to one of Ontario’s most visited provincial parks and the only provincial park located completely within the main tourist areas and downtown of an Ontario municipality. Wasaga Beach Provincial Park is a “recreation class” provincial park that is intended to be designed and managed to provide a high level of outdoor recreation experiences for visitors.
- Urban Strategies has most recently won two 2025 Canadian Awards for Planning Excellence. They are also working for the Algonquins of Ontario to help realize a vision for a new community founded on Algonquin values in southeast Ottawa, known as Tewin, meaning “home” in the Algonquin language. The project aims to create a sustainable community that weaves the Algonquin people into the socio-economic fabric of the nation’s capital.
About the Destination Wasaga Master Plan
The Town of Wasaga Beach’s Destination Wasaga Master Plan will build upon the Town’s current Downtown Development Master Plan.
The Destination Wasaga Master Plan will focus on:
- Enhancing the waterfront and public spaces to create a welcoming, accessible, and inclusive environment.
- Revitalizing the downtown core to support year-round business and community life.
- Honouring local heritage and culture, including exploring partnerships with Indigenous communities.
- Coordinating infrastructure improvements, such as the ongoing Beach Drive reconstruction, to align with community-driven design goals.
- Prioritizing sustainability with a robust ecological approach that integrates best practices, supported by a completed Environmental Impact Study, to identify ecological sensitivities, inform land use decisions, and guide strategies for shoreline protection, flood mitigation, and habitat preservation.
The planning process will unfold in several phases:
- Fall 2025: Launch of community engagement and visioning activities
- Winter/Spring 2026: Development of concept plans and technical studies
- Mid-2026 onward: Refinement, Council approval, and phased implementation
Here’s what the community is saying:
“As President of the Wasaga Beach Chamber of Commerce & Tourism, I’m thrilled to support Destination Wasaga—a transformative opportunity for our town. With nearly $38 million in provincial funding to revitalize our downtown, rebuild Beach Drive, preserve the heritage of Nancy Island, and reimagine our community as a four-season destination, we’re poised to unlock incredible investment and benefits in our community. From restaurants and shops to accommodations and attractions, our local businesses stand to gain from increased visitation and year-round tourism. More than that, this project enables us to build a truly welcoming, vibrant, and sustainable community that celebrates Wasaga Beach’s natural beauty, history, and character every day of the year.”
— Karin Greig, President, Wasaga Beach Chamber of Commerce & Tourism
“As someone who spent my youth enjoying the sun and surf of Wasaga Beach, I am deeply connected to this community. Our family operated Beach Bazaar here in 1976 – returning now with Sunray Group to build a premium Marriott Hotel and invest in its future is very rewarding, both personally and professionally. The Destination Wasaga approach aligns perfectly with Sunray Group’s commitment to sustainable, community-first development. This project honours the past, creates excitement for the future, and puts the local community first. Sunray Group supports this historic and collaborative effort to enhance Wasaga Beach’s appeal — not just as a great place to visit, but as a great place to live.”
— Ray Gupta, Chairman & CEO, Sunray Group of Hotels
“As CAO of the Nottawasaga Valley Conservation Authority, I’m encouraged by the collaborative momentum behind Destination Wasaga. Our watershed, which flows through Wasaga Beach and into Georgian Bay, depends on smart, resilient planning. Destination Wasaga’s focus on revitalizing Wasaga’s downtown, building climate-resilient infrastructure, prioritizing environmental leadership, and preserving heritage like Nancy Island aligns closely with our mission to protect the environment while promoting sustainable community growth. NVCA stands ready to support this transformational project—ensuring it enhances year-round recreational opportunities in the Town of Wasaga Beach while safeguarding the integrity of our watershed for generations to come.”
— Jennifer Vincent, Chief Administrative Officer, Nottawasaga Valley Conservation Authority
“As someone who helps bring live music, culture, and community together for the annual Wasaga Beach Blues Festival, I couldn’t be more excited about Destination Wasaga. Our annual live-music festival, along with other Town-organized concerts and live-music events throughout the year, draws tens of thousands of visitors to Wasaga Beach from across Ontario, Canada, and beyond. These visitors spend money at local businesses and fuel our local economy. This investment gives us the tools to elevate our events, create new year-round cultural experiences, strengthen our local businesses, and celebrate the unique energy of Wasaga Beach well beyond summer. The Wasaga Beach Blues Festival supports this effort to transform Wasaga Beach into a vibrant, four-season destination rooted in a love of outdoor recreation and live music.”
— Kathy Mulgrew, Wasaga Beach Blues Festival
“As a longtime business owner and active community member in Wasaga Beach, I’m proud to support Destination Wasaga. Over the years, our Canadian Tire team has been honored to sponsor local events, support community groups, and help make Wasaga Beach a place where families and neighbors can come together. This initiative will build on that spirit — revitalizing our downtown, preserving our heritage, and creating a four-season destination that benefits both residents and local businesses. I’m excited to see our community grow in a way that celebrates what makes Wasaga Beach truly special.”
— Ken Voss, Dealer Principal, Canadian Tire (Wasaga Beach)
As a longtime developer who is passionate about the Wasaga Beach community, I’m thrilled to see our town step into this new chapter with Destination Wasaga. This isn’t just any revitalization—it’s a once-in-a-generation opportunity to transform our waterfront and our community into a vibrant, year-round destination. By combining big ideas, thoughtful infrastructure, environmental leadership, and heritage preservation, we can make Wasaga Beach one of the most vibrant and iconic places in the world to visit or call home.
— Mark Crowe, Stonebridge Building Group
“As the new partners at Skull Island Mini Golf, we are excited to support Destination Wasaga—a visionary project that aligns perfectly with our commitment to providing unique and memorable experiences for our guests. By enhancing public spaces and introducing innovative attractions, this initiative will not only elevate the visitor experience but also create a vibrant, year-round destination that benefits local businesses like ours. We look forward to being a part of this transformative journey and contributing to the continued growth and success of Wasaga Beach.”
— Garry Hewines, Partner, Skull Island Mini Golf
“As the owner of Catch 22 Fresh Market Grill, I’m excited to support Destination Wasaga because it’s about more than revitalization—it’s about imagining new, exceptional experiences for our community and visitors. Enhancing public spaces, attractions, and the downtown waterfront will draw more people to our town, which directly supports local businesses like ours. Destination Wasaga gives us the chance to create a vibrant, year-round destination where residents and visitors can dine, shop, and enjoy memorable moments—making Wasaga Beach a place people want to return to again and again.”
— Bob Bickmore, Owner, Catch 22 Fresh Market Grill
About Wasaga Beach
For over one hundred years, the Town of Wasaga Beach has been Ontario’s iconic summer playground — a place where people come to have fun and create memories that will last a lifetime. Today, we’re on a mission to become a globally recognized recreation and nature-based destination. Building Destination Wasaga and re-imagining our main commercial area at Beach Area 1 supports this vision and Council’s priorities: to create opportunities to diversify the economy, grow tourism, create jobs and build a complete community. It’s part of the Town’s plan to become a leader in sustainability, creativity, innovation and fun – a place with thriving businesses and safe, inclusive, complete neighbourhoods where we celebrate our rich history, diversity of cultures, and natural beauty, including the Nottawasaga River, Georgian Bay and the longest freshwater beach in the world.
Media contact:
Sandra Watts, Director of Communications and Intergovernmental Affairs
sandra.watts@wasagabeach.com
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