Summer market in Saugeen Shores. Hub photo
Jane Glenn | January 8, 2026
Saugeen Shores welcomed 320,000 visitors in 2024, council heard during an overview of tourism to the area during a December 8 meeting. The study, prepared by Community Development Officer Amanda Monaghan provides “insight into visitor demographics, travel patterns and spending behaviours.” The study data is used for future economic planning and tourism strategies.
While 68 percent of visitors are non-local, they only make up 35 percent of actual visits. The majority of non-local visitors came from Toronto, although numbers from Mississauga declined and increases were seen from Oakville and London.
Local residents made up only 32 percent of visitors, however, they account for 65 percent of total visits; because many will go to Saugeen Shores multiple times per year.
The approximately 983,100 overnight stays in 2024 were primarily made by families, particularly middle-aged and senior citizens. The report stated that most visitors are aged 35 to 44 or over 65, reside in two- or four-person households, and are homeowners with above-average incomes (household income of $164,749).
Visitor are typically well-educated professionals working in science or utilities sectors.
The report went on to say that South Asian Canadians forming nine percent of non-local visitors reinforces the importance of the Town’s Welcoming Communities Action Plan as well as ongoing initiatives to foster a diverse and inclusive community.
An estimated $15 million was contributed in direct GDP to Saugeen Shores in 2024, reflecting spending across “core tourism sectors including accommodation, food and beverage, retail and recreation.”
Of the 1,783 businesses in Saugeen Shores, 99 are tourism-related, “primarily in accommodation and food services," the report said. Independent owner operators make up the majority of the sector, with an estimated 500 short-term rental units and 1,000 hotel rooms.
Consistent with historical seasonal patterns, visitation peaked in third quarter high season and declined in quarter one.
Southampton Councillor Cheryl Grace thanked Monaghan for producing such a “statistically full” report. Port Elgin Councillor Bud Halpin praised the report as an example of the work Town staff were capable of.
“I really liked it, it gave all the information, learned something new from it and we didn’t hire a consultant," said Halpin. "It brings to my point that our staff are so capable of doing things in-house."
The full Saugeen Shores Tourism Study is available at saugeenshores.ca/en/town-hall/resources/Town-of-Saugeen-Shores-Tourism-Study-2025.pdf.
