Destination Niagara Strategy: Turning The Falls into Canada’s Las Vegas

Ontario is exploring options for a new theme park, among other things.

The Niagara Region at present hosts a $3 billion tourism industry buoyed by local attractions, wineries, and events. The epicenter is our all-powerful Niagara Falls, which draws millions of visitors annually from around the globe. We’ve long capitalized on a deep offering of entertainment, history, and heritage, so of course we’ll continue doing exactly that.

Last month, both the Niagara Parks Commission and His Majesty’s Government of Ontario to present Destination Niagara Strategy, a commitment to further invest into the region’s attractions. Admittedly they’re still mostly brainstorming ideas, but tourism establishments thrive after all by continuing to evolve their offerings.

If I was cynical I’d say this was coming after the local theme park keeled over and memories of pandemic-induced turbulence are still fresh even now. Fortunately Niagara Parks has established that there is not only a NEED to grow, but also a WANT for exciting new developments. The people have shown this to be true.

Demand Takes Flight

New last year was Niagara Takes Flight, a $30-million flying theatre experience that offers guests an aerial tour of our 

local landmarks. During a breakfast at IAAPA Expo Orlando this past November, Niagara Parks officials proudly told us that the attraction had surpassed attendance projections by 40% since opening in September. Multiple days were sold out during its initial debut.

To estimate the financial impact, the attraction is capable of seating up to 48 passengers every 15 minutes, or 192 riders per hour. Tickets are priced at $29 for adults and $19 for children under 13 (plus provincial HST). Theoretically if all seats were filled with adults throughout the average ten-hour day, that would be $55,680 generated daily, not including merchandise sales or operating costs. If let’s say a meager $20,000 in profits were generated every day, Niagara Takes Flight would pay for itself after a little over four years.

As an attraction itself, Niagara Takes Flight also represents a new benchmark in quality; you can check out our review of it here. Most of all though it was a litmus test for future projects at The Falls, and well, the results speak for themselves. So what else could follow?

New Observation Wheel

Proposals are currently being sought to provide a world-class Observation Wheel in Queen Victoria Park, with two possible locations identified along the Niagara Parkway. Officials have envisioned an attraction similar in scale to the 443-foot-tall London Eye, offering visitors the best possible aerial view of the Falls and river.

A new observation wheel would co-exist with the Niagara SkyWheel on Clifton Hill, which stands 175 feet tall and has served guests year-round since 2006. It’s been established as a staple of the Niagara Falls skyline, even if the vantage point isn’t quite so close to Mother Nature’s action.

A Marquee Theme Park

Discussions around a potential theme park in Niagara Falls always center around one burning question; what on Earth is happening with Marineland? The answer is murky and decidedly not simple. As far as Ontario is concerned, the land is private and therefore not apart of government plans. Mayor Jim Diodati — who’s long been a proponent of revitalizing the park — says however that the city will continue working with management to reach a solution.

Marineland has long been contentious for its treatment and poor health of their animals, and was last open in full for the 2023 season. It was only partially open the following year after parting ways with their entire rides and maintenance department, and then staying closed outright last season to continue caring for the remaining animals. Management has resorted to listing the rides and portions of land for sale in place of income. The federal government recently blocked an effort to export the belugas to Chimelong — igniting an ugly debate over the animals’ fate — and as of this writing has yet to approve a transfer request to various American aquariums (SeaWorld included). In short, it’s not exactly a public darling.

As a location however, Marineland sits on a massive swath of underdeveloped land in close proximity to the Falls, rendering it as the most ideal spot for a new theme park. Unfortunately however it appears that the land is destined to be swallowed up by the real estate market; only time will tell whether a new destination is realized elsewhere.

Tourism is a Provincial Priority

Ontario is no stranger to pro-tourism initiatives. A staple project of the administration is to transform Toronto’s abandoned West Island into the Theme Canada indoor waterpark and wellness destination. Unfortunately the development has for years been swimming in hot water over ethics and environmental concerns. As of this writing it isn’t likely to open before 2030.

Niagara Falls is an established draw in comparison and obviously there’s much more planned than just physical rides. Current proposals include a year-round Niagara River Line tram to run through Queen Victoria Park, a redevelopment of the Marina, and an overhaul for the Ontario Power Company Generating Station. Various infrastructure projects — such as an expansion of the Queen Elizabeth Way highway — also remain under discussion. Ongoing is the reimagining of the former Toronto Power Generating Station into a hotel, crafts, and theatre complex for 2028.

Once again, this amounts to a cascade of what if’s and I don’t expect everything to be realized in full. But the vision is there and I welcome their aspirations, especially concerning a new theme park; I hope everyone in turn can come experience Ontario’s playground.

Have you ever visited Niagara Falls? Let us know in the comments below!