Tourism Destination Management Plan

The Tourism Destination Management Plan is a document adopted by the Town of Wasaga Beach to guide the development and expansion of tourism in the town. The TDMP identified 15 recommendations to enhance Wasaga Beach's tourism competitiveness and appeal, with the recent update re-addressing the new realities of the tourism industry.

Since the initial TDMP release in 2018, the tourism landscape has evolved dramatically with the global pandemic, international conflicts, uncertain economic conditions, hospitality labour shortages, and changing customer travel motivations and behaviors.

The global pause on travel has accelerated the emergence of new trends in the tourism industry, including a shift towards more responsible travel practices and models that prioritize communities and residents over visitation numbers and profit.

Regenerative tourism is a model that Wasaga Beach has adopted through the TDMP, with strong support from community stakeholders including residents and members of the business community. Regenerative tourism has a goal of innovation, collaboration, and adaptation, guiding tourism development with equal focus on economics and the well-being of the people and places involved.

A regenerative approach to tourism is believed to promote strong economic growth, thriving operations, sociocultural vibrancy, healthy people, and a preserved natural environment for future generations. 

 

There were three main approaches taken into consideration during the TDMP development process.

1. Destination alignment: Industry, community, and government alignment drive the town's destination brand, responsible visitation, and revenues
2. Connection to Communities: A locals-first approach to tourism destination management with sustainable goals. The project should be approached though a lens of resident quality of life, economic prosperity, and sociocultural vibrancy.
3. Connection to the Visitor: Being visitor-friendly throughout the visitor's journey ensures that all visitors feel welcome and can access information and services that make their visit a positive experience. 

The TDMP identifies a push towards attracting what is defined in the industry as a High Value Guest. These guests tend to be those who "leave a destination better than they found them and appreciate local culture by contributing to the host community's economy." Some other attributes of a "HVG" is that they appreciate slow travel, actively seek out culture and events, engage with locals, and want to feel inspired by and learn about their surroundings.

Like HVGs, "Legendary Experiences" were identified as a factor which should be considered when promoting and improving the visitor experience. Legendary experiences are unforgettable travel experiences that reflect Wasaga Beach's characteristics, themes, and narrative. Experiences which preserve and celebrate the heritage, local cultures and traditions, natural surroundings and coastal landscape. To encourage the development of these experiences, the Town and community must invest in effective engagement, ongoing training, and capacity building with a broad base of stakeholders.