by Jen Mallia
Last updated: 1:00 PM ET, Tue May 5, 2026
The town of Wasaga Beach, known to its 2 million annual visitors as a fun-filled beach destination, is the focus of a Destination Canada case study for its work developing year-round tourism through its community-driven efforts in private and public partnerships.
"At a time when Canada is looking to tourism as one of its strongest tariff-free exports, Wasaga Beach has an important role to play," said Mayor Brian Smith. "Destination Wasaga is about using tourism as a lever for long-term economic growth — attracting responsible investment, supporting local businesses, keeping the beach public, protecting our environment, and reconnecting people with the nationally significant history of Nancy Island and the War of 1812. We are building a year-round waterfront destination that residents are proud to share with Canada and the world."
In 2025, tourism in Canada generated $133 billion in visitor spending, supported more than 280,000 businesses in 5,000 communities, and is projected to grow to $177 billion by 2030. With the Destination Wasaga master plan, the destination is hoping to cash in on that, while maintaining a focus on environmental stewardship and preserving the area’s history.
Destination Canada’s case study also recognizes the Town's work with Urban Strategies to develop the Destination Wasaga Master Plan, which is being shaped through extensive public engagement.
Between November 2025 and April 2026, more than 1200 residents, local businesses, community partners, stakeholders from across the province, and students from every elementary school in the community have participated in shaping the Destination Wasaga through public meetings, hands-on workshops, virtual feedback and online tools.
Destination Wasaga is focused on improving how residents and visitors experience these natural assets through better access, thoughtful design, stronger connections, public spaces, programming and long-term stewardship.
To read the case study, please visit Reimagining Wasaga Beach to Develop Destination Wasaga.
Topics From This Article to Explore
