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.
The Destination Wasaga Master Plan is about more than redevelopment — it’s about community. This initiative puts the people of Wasaga Beach at the centre, ensuring that every voice, perspective, and idea helps shape a waterfront, downtown, and public spaces that reflect the town’s values. Together, our residents, businesses, and partners will create a welcoming, vibrant, and sustainable Wasaga Beach for everyone to enjoy.
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.
Mayor Brian Smith
Beginning November 17, residents are invited to take part in a series of events — including the public launch, interactive workshops, and an open house — to share ideas for improving the waterfront, enhancing public spaces, celebrating local culture, and strengthening the town’s tourism economy.
If you couldn’t join us at the sessions above, you can still take part. Share your ideas, explore what others have contributed, and help shape the community’s vision. Your input is an important part of the process, and every idea helps us move forward together.
Huu-ay-aht First Nations Framework Plan / Vancouver Island, BC
Canada Water Vision & Masterplan / London, UK
Tewin Community / Ottawa, ON
In August 2025, at the Association of Municipalities of Ontario (AMO) Conference, senior staff and members of Council met with six Ontario cabinet ministers, including Ontario Minister of Tourism, Culture and Gaming, Stan Cho, and Ontario Minister of the Environment, Conservation and Parks, Todd McCarthy.
At the heart of the conversation was the future of Destination Wasaga – and The Power of 10. The Power of 10 refers to ten big ideas the Town is proposing that our residents and our provincial partners consider during the Destination Wasaga Master Plan process. As consultation on the Destination Wasaga Master Plan begins, these big ideas aim to inspire our community and strengthen collaboration between the Town and Province. We’re challenging everyone to imagine what’s possible.
Trent-Severn Waterway National Historic Site / Campbellford, ON
Stade nordique des Tuffes / Prémanon, France
Malahat SkyWalk / Malahat, BC
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.
RFP Awarded
September 2025
Community Consultation
Fall/Winter 2025
Plan Development
Spring/Summer 2026
Plan Approval
Fall 2026
As planning and public meetings for Destination Wasaga get underway, here are the most frequently asked questions circulating online and in the community.
Our Vision is (and has always been) to become a year-round destination that celebrates the longest freshwater beach in the world, but also the entire unique ecosystem here in Wasaga Beach.
We're focused on eco-tourism and sustainable tourism. Wasaga Beach is the longest freshwater beach in the world, and if we plan this right, we can become a sustainable, iconic, four-season recreation and nature-based destination.
Are there plans to build on the beach?
No, not at all. The beach is public today, and it will be public forever.
What’s happening and why should I care?
Council has secured $2 million in funding from the Province to help build Destination Wasaga — this is a once-in-a-lifetime opportunity to reimagine our beachfront, downtown, and visitor experience. This is a plan for our community, by our community, fully funded by the Ontario Government.
By growing recreation and nature-based tourism and strengthening our local economy, the Town can generate more year-round revenue to support essential services and make life better and more affordable for our full-time residents and ratepayers. This will also help the Town attract even more investment, to create more good-paying local jobs.
The first phase of Destination Wasaga planning and public 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.
Your voice matters!
As Mayor Smith has said: “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.”
I read that registration is required to attend the public meetings. Is that true?
Not anymore. Simply show up to the public meetings on November 17 and November 20, at the Recplex, from 7pm-9pm.
Originally, organizers had requested that residents RSVP to gauge public interest and help with event planning (ie: set up and seating).
Why is there pre-registration and a waitlist for resident workshops?
Public workshops on November 18 and 19 are intended for residents of Wasaga Beach only—to ensure that local voices are heard. These workshops will be interactive and hands-on. Space is limited. Pre-registration and proof of residence are required.
Urban Strategies has organized separate focus groups for environmental groups and other non-resident stakeholders.
If I join a workshop waitlist, what are the chances I’ll get to participate?
Excellent - please join the waitlist! This is a once-in-a-lifetime opportunity.
Once you join the waitlist, keep an eye on your email! Organizers will do everything possible to add more seats so that any resident who wants to participate can.
By joining a waitlist, you're letting the Town know that there is high demand to participate, and we will work to make more spaces available or plan additional engagement opportunities to accommodate everyone.
Big ideas cost big money – we can’t afford to do this.
We can't afford not to. Destination Wasaga is part of Council’s plan to build a more economically resilient Wasaga Beach, and make life better and more affordable for our full-time residents.
Consider this: Wasaga Beach is a tourism town. Tourism is our only industry, and the Province has provided $2 million for the Town to develop a community-led plan.
If we don't seize this moment, dream big, imagine what's possible, and present our provincial and federal partners with a plan—for our community, by our community—to grow tourism in a way that also makes life better for our full-time residents:
How can we make anything better?
How can we ask for more funding?
How can we attract more investment and more visitors?
How will we support and grow local businesses?
How will we ever grow our commercial tax base – to take the burden of the increasing costs of infrastructure and public services off the backs of our full-time residents and homeowners?
Won’t this planning cause our taxes to go up?
Destination Wasaga is about strengthening our tourism economy and our community, to take the burden of paying for the town’s growth and infrastructure off the backs of homeowners. This is part of Council’s plan to make life better and more affordable for our community’s full-time residents.
Rather than relying on short-term measures like staff and program cuts, which can weaken the Town’s ability to fund programs and serve the community, Council is focused on a sustainable path forward—leveraging funding from other levels of government to improve quality of life for our full-time residents, and building Wasaga Beach into a thriving, four-season destination.
Who should attend these meetings?
All 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.
DROP-IN: The public meeting on November 17 at the RecPlex, from 7pm-9pm is drop-in style (no registration required).
We encourage all residents to attend the evening meeting on November 17 from 7pm-9pm, to meet the team, learn more about the project and share their ideas.
A second evening meeting will take place on November 20 from 7pm-9pm.
Evening and weekend webinars that will be announced shortly.
Beginning November 17, residents can also participate in an online survey at wasagabeach.com/imagine.
Start by showing up to the Official Launch Event and public meeting on November 17 at the RecPlex, from 7pm-9pm!
Register for one of the 2 workshops (these workshops are identical, so you should only RSVP for one of them).
Join us on November 20 at the RecPlex from 7pm-9pm for a second Public Meeting and Open House, to see what themes and ideas are starting to gain momentum.
Learn more by visiting wasagabeach.com/imagine.
Imagine what's possible.
"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
