Agri-Tourism Redefines the Brand and Expands the Season on the Jersey Cape

COURT HOUSE – The positive impact from the increase in wineries, breweries and distilleries in Cape May County is being felt in many ways. The growth in beverage tourism, a large component of agri-tourism, is evident during the summer months, but is also directly linked to the increase in visitors during the shoulder season, according to a release.  
Traditionally known as a summer destination, Cape May County lends itself perfectly to the emerging visitor trends that include heritage, eco and agri-tourism, offering the visitor unique year-round experiential travel that is found well into the shoulder season. These non-beach activities are trending among a multi-generational demographic and working to redefine the destination’s brand to expand the season and include more than just beaches and boardwalks.
Cape May County Department of Tourism is conducting a survey to measure the economic impact of agri-tourism and determine a benchmark to compare future growth. 
Freeholder E. Marie Hayes, who oversees the Department of Tourism, reported the outcome of the first of its kind visitor survey conducted at various beverage tourism properties during the summer and fall season. 
“The visitor survey was done to give us a better understanding of the customer who patronizes our wineries, breweries and distilleries. Knowing the demographic of that visitor helps us in marketing to them and to grow our year-round visitor base,” stated Hayes. 
“The Tourism Department staff reached out to the wineries, breweries and distilleries that worked to have their customers complete the surveys. More than 1,000 surveys were distributed, and the return rate was 31 percent, giving us a solid sample base,” Hayes added.
Cape May County, celebrating its 325th anniversary of incorporation, attracted early settlers because of its rich fertile soil and fish laden waters then, and continues to support the economy today. In fact, the commercial fishing ports of Wildwood/Cape May perform as top seafood producers ranking ninth in the nation for dollars at $84.7 million generated and 20th in the nation for landings with 46.6 million pounds. More than three centuries later, fishing and agriculture remain the center of economic growth in the region and the demand for farm-fresh produce and products has led to a new popularity in farms, farm stands and farm to table menu options at many local restaurants. 
Beverage tourism is a natural fit, and blends well with the seafood industry, having a high appeal for locals and visitors alike. Another example is the burgeoning oyster industry which is producing dozens of varieties of oysters, with Cape May Salts putting the region on the world map. The opening of seven wineries, seven breweries and three distilleries in the past 10 years, and more scheduled to open, has been a boon to the tourism industry as well as the local economy, providing hundreds of new and year-round jobs and keeping businesses operating almost year-round.
Agri-tourism has proven to be as important to the Cape May County tourism economy as eco-tourism that generates more than $600 million in expenditures annually. Agri-tourism brings visitors to a location to experience the local culture with a focus on locally-grown produce and products such as those used to produce wine, beer and spirits, as well as farm to table dining options. Beverage tourism is a subset of agri-tourism and is one of the newest industries adding to the growth in visitor spending, and increasing overnight stays on the Jersey Cape.