Reimagining Ontario's Summer Playground

DESTINATION WASAGA

Home of the longest freshwater beach in the world, Ontario’s first and most visited urban, “recreation class” provincial park and Nancy Island, a War of 1812 National Historic Site.

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A New Chapter for Wasaga Beach

Wasaga Beach has welcomed generations of Ontarians for more than a century. Now, the community is planning for its next chapter.

The Destination Wasaga Master Plan proposes to build a stronger, more connected four-season community and destination. Rather than focusing on the beachfront alone, the plan brings together the Main End, Nottawasaga River, Nancy Island, downtown, Provincial Park and West End within one coordinated vision.

Shaped by input from more than 16,000 residents, visitors, businesses, students and stakeholders, it is the most extensive public engagement exercise in town's history.

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 public 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.

Mayor Brian Smith

Sustainable tourism is a powerful economic engine.

Destination Wasaga is designed to make tourism work better for the community—by supporting local businesses and year-round jobs, attracting investment, strengthening the commercial tax base and creating more reasons for existing visitors to stay longer, explore more and return throughout the year.

The Master Plan illustrates how six distinct zones could work together to create one stronger, more cohesive and connected destination—it provides a framework for the projects, partnerships and investments that will shape Wasaga Beach for generations to come.

View the Master Plan Read the Project Backgrounder

West End

Imagine a diverse landscape offering opportunities for fun and relaxation linked by a roomy boardwalk that encourages activities in all seasons.

The Main End

Imagine the energetic heart of Wasaga Beach, where hotels, entertainment, restaurants, shops, markets, and festivals will bring life to the streets and open spaces throughout the week and in all seasons.

The Point

Imagine ongoing environmental protection and stewardship that will enhance the setting for eco-tourism and new park facilities and programming.

Discovery Corridor

Imagine a series of places connected by pedestrian bridges and pathways where you can enjoy Wasaga’s natural wonders and learn about the region’s history, heritage, culture, and ecology.

Main Street Corridor

Imagine a mixed-use spine and neighbourhood where clusters of commercial uses extend the vibrancy of the Main End into the heart of downtown.

Wasaga Beach Provincial Park

Imagine an enhanced provincial park and Nordic Centre where residents and visitors could spend the day moving between attractions, nature-based adventure activities, outdoor programming, cafés and public gathering spaces—across a proposed pedestrian bridge, through a new Culture Park and on to the beach.

Protecting What Makes Wasaga Beach Extraordinary

Our shoreline is more than a destination — it’s a globally significant natural environment. The Town is leading a new era of local stewardship to protect the beach, dunes, and wildlife while ensuring this extraordinary place can be enjoyed for generations to come.

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Here's What the Community is Saying

"Wasaga Beach is ready to become a globally recognized recreation and nature-based destination, and we are excited to partner with Urban Strategies to make it happen. Our guiding principle is simple: A place where people love to live is a place that people will want to visit. To build Wasaga Beach into a truly resilient, four-season destination, we will focus on fostering unique experiences, leveraging local assets, prioritizing sustainability, and actively engaging with residents. During the RFP process, we made it clear that environmental leadership is also important to the Town and this Council – our final plan must integrate green infrastructure, innovative design, nature-based solutions and global best practices that will enhance the health of our community and shoreline for generations to come. This is vitally important to ensure Wasaga Beach thrives as Ontario’s summer playground – but also that we evolve into an iconic, year-round destination that will grow Ontario’s tourism sector, support local businesses, and make life better for our full-time residents."

– Mayor Brian Smith

“Across Ontario, our government is helping build tourism destinations that increase visitation, create jobs, and drive economic growth. This bold and collaborative transformation project will revitalize Wasaga Beach’s iconic waterfront and elevate the town as a premier tourism destination for travellers from across the country and around the world. Our government’s investment will help both protect local workers and businesses and preserve a cherished piece of Canadian history.”

– Stan Cho, Ontario Minister of Tourism, Culture and Gaming

“Wasaga Beach is one of the crown jewels of South Georgian Bay, and it’s a place where generations of families have created lasting memories along its world-famous shoreline. Our government is proud to invest in this vibrant and growing community, and I’m excited to see this project moving forward. It’s equally encouraging to see the Town partnering with an Ontario company to reimagine Wasaga Beach as a globally recognized, four-season destination.”

– Brian Saunderson, MPP, Simcoe-Grey

“Re-imagining a community is complex—and Wasaga Beach is no ordinary community. It’s the world’s longest freshwater beach and home to Ontario’s first and most visited urban provincial park, with dunes, forests, and over 30 kilometres of trails. It’s also one of Ontario’s fastest-growing communities. At Urban Strategies, we bring fresh eyes and global best practices to complex projects, without preconceived conclusions. We look forward to crafting a bold vision and path forward with the citizens of Wasaga Beach – the people who live, work, learn and play in this iconic community 365 days of the year.”

– Tim Smith, Principal at Urban Strategies

“As Chair of the Town’s Economic Development and Tourism Advisory Committee, I’m incredibly excited to see Destination Wasaga moving forward. This process will redefine Wasaga Beach as a world-class, four-season destination — anchored by the world’s longest freshwater beach, vibrant heritage sites like Nancy Island, and a revitalized downtown. With thoughtful planning, infrastructure renewal, investment attraction, and strong community engagement, we’re building more than a globally-recognized recreation and nature-based destination — we’re building a community where residents and businesses can thrive all year long.”

– Steve Harlow, Chair, Economic Development & Tourism Advisory Committee

“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

Latest News

Beachfront building with people walking along a boardwalk surrounded by autumn trees.

Town launches new series that puts residents behind the scenes with responses to questions from the Toronto Star

When the Toronto Star recently approached Mayor Brian Smith with detailed questions about Destination Wasaga, the questions touched on many of the same topics residents have been asking.

Wasaga Beach Unveils Proposal to Become One of the World’s Great Waterfront Destinations

The Town of Wasaga Beach today unveiled its Destination Wasaga Master Plan—a bold, community-led proposal to transform one of Ontario’s best-known summer destinations into a vibrant, sustainable and globally recognized four-season destination.

Town to explore aerial transportation opportunities with Doppelmayr Canada Ltd. and Gondola Ventures, while advancing discussions with Ecotrek on new nature-based attractions

The Town of Wasaga Beach has signed a Letter of Intent with Doppelmayr Canada to explore new aerial attractions and ropeway solutions as part of the emerging Destination Wasaga vision.

Young Voices Help Shape the Future of Destination Wasaga

More than 200 local students have helped turn their ideas for the future of Wasaga Beach into a permanent 40-foot mural unveiled today at Wasaga Stars Arena. Local students joined members of Council to unveil the Destination Wasaga Imagine Mural, a permanent piece of public art inspired by ideas they shared during the Town’s extensive Destination Wasaga Master Plan public engagement process.

More Than 1,500 Voices Help Move Destination Wasaga Toward Final Master Plan

More than 1,500 residents, visitors, students, businesses, community organizations, and stakeholders from across the province have helped shape Destination Wasaga, as the Town wraps up the second phase of public engagement and moves closer to completing its Master Plan.

The Birds are Back in Town: Two Piping Plovers Return to Wasaga Beach

The Town of Wasaga Beach is pleased to share that two Piping Plovers have returned to the beachfront for the 2026 nesting season.

Statement by Mayor Brian Smith on Council’s Priorities: Building the Future We Always Knew Was Possible

"Destination Wasaga is our opportunity to become known not only for the world’s longest freshwater beach, but for how proudly we steward it — and how wisely we use it to build a better life for residents. Finally, we are moving Wasaga Beach forward."

Could a Gondola, Zipline or Sky-High Lookout Be Coming to Wasaga Beach?

One of the GTA’s favourite summer road-trip destinations is exploring new attractions that could give visitors a whole new way to experience Wasaga Beach — from above.

Wasaga Beach Sets New Standard for Beachfront Protection Through Destination Wasaga

The Town of Wasaga Beach has approved a new Beach By-law as part of its broader Destination Wasaga master planning process, advancing a planned approach to protecting the beachfront while supporting responsible tourism, recreation, and public access.

Piping Plovers Get Added Protection at Wasaga Beach

As Wasaga Beach prepares for another busy summer season, the Town is expanding on-the-ground protection for the endangered piping plover with the addition of two Destination Wasaga Piping Plover Technicians.

Destination Canada highlights Destination Wasaga as a model for investment readiness, partnership and year-round destination development

The Town of Wasaga Beach is welcoming national attention following the publication of a new Destination Canada case study examining the Town’s work to reimagine its iconic waterfront through Destination Wasaga.

The Town of Wasaga Beach and this Council are committed to transparency and responsible stewardship

The Town is aware that a small area near Spruce Street at Beach Area 1 was mechanically groomed in error on April 13. This was a mistake, and almost immediately, the activity was flagged and stopped. Careful steps have been taken to ensure that this does not happen again.

Wasaga Beach Advances Piping Plover Protection Through Collaboration with Birds Canada

The Town of Wasaga Beach is collaborating with Birds Canada to support the protection and monitoring of Piping Plovers through targeted training and coordinated stewardship along the beachfront.

A Once-in-a-Generation Vision Takes Shape: Destination Wasaga Reveals Draft Plans for One of Canada’s Most Iconic Beach Destinations

As the Destination Wasaga project enters its next phase, Wasaga Beach is inviting Canadians to get a first look at the Town’s plans for its globally significant waterfront

Wasaga Beach to Unveil First Concept Designs for Destination Wasaga

The future of Wasaga Beach’s waterfront and downtown will come into focus April 7-9 as the Town unveils the first concept designs for the Destination Wasaga Master Plan — an ambitious vision to transform the world’s longest freshwater beach into a vibrant, year-round destination.

Wasaga Beach Wraps Up First Phase of Community Engagement for Destination Wasaga

In November, more than 500 residents—and stakeholders from across the province—participated in Visioning Week to help shape the future of Wasaga Beach. Held from November 17 to 20, the week-long series of public meetings, workshops, open houses, focus groups, interactive mapping activities, and one-on-one conversations.

Mayor's Statement on Province's Proposal

Mayor Brian Smith issued the following statement about the town's vision for Wasaga Beach to become an iconic, four-season recreation and nature-based destination, and the Province's proposal to return 3% of parkland to the Town.

Ontario Building Destination Wasaga

Ontario is investing $38 million to increase tourism in Wasaga Beach, including by revitalizing Nancy Island Historic Site.

Destination Wasaga Community Planning Begins

On November 17, the Town of Wasaga Beach will launch the community engagement phase of the Destination Wasaga master plan — a once‑in‑a‑lifetime opportunity to reimagine our waterfront, downtown and year‑round visitor experience.

Urban Strategies Selected to Help Design and Build Destination Wasaga

The Town of Wasaga Beach has selected Ontario-based firm, Urban Strategies, to lead the design and deliver Destination Wasaga—a bold, once-in-a-generation planning effort that will re-imagine the community’s iconic waterfront, downtown, and tourism economy.

Sunray Group to Build Premium Marriott Hotel

The award-winning hotelier will invest over $45 million to build a Marriott hotel and other amenities near the Town’s iconic Beach Area 1 and main tourism area; construction is expected to begin in early 2026.

Wasaga Beach Awards RFP to Rebuild Iconic Beach Drive

As demolition along Beach Drive nears completion, the redesign and reconstruction phase of this iconic road has been awarded to locally owned and operated Arnott Construction

Destination Wasaga Timeline

Urban Strategies is now tasked with engaging local residents, business leaders and relevant stakeholders to develop the Destination Wasaga Master Plan. The award-winning firm has assembled a multi-disciplinary team of experts to guide the development of the master plan, including architects, engineers, Indigenous design advisors, economists, tourism advisors, as well as environmental and cost consultants.