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.
Watch the Workshop Recap Videos Supporting Local Stewardship
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
If you couldn’t join us at one of the workshops or open houses, you can still take part. Share your ideas, explore what others have contributed, and help shape the community’s vision. You can also watch recordings of previous meetings and sessions below to stay informed. Your input is an important part of the process, and every idea helps us move forward together.
A beach, a place, and a community for everyone.
The Main End
The Main End is the heart of energy and activity, designed as a vibrant hub for fun and creativity. Anchored by an arts centre, music hall, and a dynamic arts and tech incubator with a market building, it blends culture with entertainment. An amusement deck, play-based museum, and adventure trail invite visitors of all ages to explore, play, and connect.
The Spit
This area is envisioned as a place where coastal protection, ecological health, and public experience are thoughtfully integrated. Visitors can enjoy eco-resort stays, glamping, and live performances at the concert shell, all thoughtfully integrated into the natural beauty of the iconic shoreline.
River Mouth & Coastal Stewardship
This area is envisioned as a place where coastal protection, ecological health, and public experience come together. Carefully designed shoreline features may be introduced to help stabilize the mouth of the Nottawasaga River, work with natural sediment processes, maintain hydrological balance, and safeguard the sensitive ecosystems that depend on this ever-changing meeting of river and bay.
Discovery Corridor
The Discovery Corridor is centred on wellness, learning, and immersive natural experiences. With glamping, a Nordic centre and spa, and enhanced pedestrian bridges, it encourages exploration across the landscape. Anchored by an updated Nancy Island Museum and a green pier, it blends heritage with innovation.
Main Street Corridor
The Main Street Corridor brings a village feel to the waterfront, creating a lively and welcoming connection point. A mix of shops, services, and gathering spaces form a walkable main street experience. Framed by a strong gateway feature, it invites visitors into the broader destination.
West End
The West End is a space for community connection, recreation, and outdoor play. A culture and community park anchors the area, complemented by nature-based playgrounds, splash pads, and sports courts. Boardwalks, viewing platforms, and concessions create a comfortable and engaging environment for all ages.
Engaging Local Students
The Town visited each elementary school to hear directly from Grade 6 students about what they would like to see in the future. These ideas reflect a fresh, community-driven perspective rooted in imagination, play, and connection.
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.
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 2025/Winter 2026
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.
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.
What is the Town’s plan to protect piping plovers and critical habitat at Beach Area 1?
We’re protecting what makes Wasaga Beach extraordinary
Wasaga Beach is one of the most extraordinary natural landscapes and tourism destinations in Canada.
Destination Wasaga represents an opportunity to expand how Wasaga Beach is experienced—and understood.
We have an opportunity to make this place one of the best recreation and nature-based destinations in the world, where conservation, tourism and community thrive together. To do that, we need to protect what makes Wasaga Beach unique. This includes the extraordinary nature and ecosystems around us—and the endangered species that call it home.
Work is already underway to create:
We’ve got:
✅A close partnership, including knowledge-sharing and equipment-sharing with the Ontario Ministry of the Environment, Conservation and Parks, and Ontario Parks
✅Training and collaboration with Birds Canada underway
✅Protective fencing / buffers and threat mitigation equipment ready
✅Monitoring protocols active
✅A call for volunteers to join our municipal stewardship team
✅An approach for the 2026 Piping Plover breeding season based on over a decade of conservation best practices by the Ontario Ministry of the Environment, Conservation, Parks—and aligned with federal guidance to ensure full habitat protection (wrack line, dunes, feeding areas).
Follow us on social for regular updates this summer.
How has the community been involved so far?
Public engagement has been at the heart of Destination Wasaga from the very beginning.
With the second phase of engagement now complete, the project team is carefully reviewing community feedback and using it to refine the concept designs.
This input will help shape a final vision and implementation strategy for Destination Wasaga—one that reflects the ideas, priorities, and values shared by the community. The final plan will be presented to the community in July 2026.
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
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
