County Tourism Expects Healthy Revenues; Special Event Travel Gains Importance

COURT HOUSE – With tourism as the topic, May 3 brought more than 50 local officials, business representatives and others interested in hearing the latest update about the bedrock of the County’s economy to the County Administration Building.
The rubric of this year’s conference was “Expanding our Season – Redefining Our Brand” with an advertising slogan of “New Jersey – we’re for you.”
In 2016, tourism revenues brought in nearly $ 6.3 billion for the county from visitors looking to enjoy a slice of paradise for their all-too-short warm weather holiday.
With the summer soon to begin and the traditional start to these long-awaited few months, Memorial Day, the attention of participants was focused on presentations addressing what to expect for summer 2017. 
Freeholder Director Gerald Thornton welcomed those assembled saying, “You and your business are really important for the county’s health. We appreciate all that you do to keep Cape May County front and center in tourism.”
Freeholder E. Marie Hayes echoed Thornton’s sentiments, “Since the 1940s, tourism has been so important to our county. We’ve been supporting it since that time with travel shows, advertising in the mid-Atlantic region and beyond.
Other guest speakers included Anthony Minick, marketing director for New Jersey Travel and Tourism, John Siciliano, executive director of the Greater Wildwood Tourism Improvement and Development Authority, and Dr. Richard Perniciaro, director of the Center for Regional and Business Research at Atlantic Cape Community College. 
Giving an overview of the current situation, Diane Wieland, director of the county’s Department of Tourism gave an upbeat portrayal of what to expect.
She noted that bookings at hotels and campgrounds are doing well and that there “was a high level of confidence” among Realtors for summer rentals as well.
Rental income brings in approximately $2 billion in annual revenues for county property owners.
In 2016, the county saw an increase in every sector that was measured for tourism including rental income with all lodging registering a nine percent increase and the county hopes for good numbers this year.
Referring to the county’s roots, Wieland remarked that the county seal reflects the agriculture, fishing and maritime focus of the Lenni Lenape tribes and early settlers. It remains relevant as they are the same attractions that bring so many visitors to the area.
One gray, if not a black cloud, hovering over rosy projections was the strength of the U.S. dollar against the Canadian dollar (73 cents as of May 4) which probably will influence the county’s northern visitors. Many of them have come to the area for generations and may spend their money domestically this year.
To offset that reality Wieland said the county is focusing on American visitors beyond its usual 300-mile radius which usually include the so-called “day trippers.”
“We’ve really been looking at more promotion in the Pittsburgh, Pa. market as well as Cincinnati, Ohio and the New York area, especially the northwest section of the state,” explained Wieland.
She is hoping that the county’s burgeoning agri-tourism base will attract visitors from farther afield for the area’s restaurants, breweries, and wineries.
Elaborating on this expansion, Wieland said there continues to be a growing appeal of special events which have extended the summer and “Offer visitors more than beach and boardwalks. Spring and fall migration are bringing international birders who tend to stay longer which is really nice for our shoulder seasons.
“In addition, foodies have made our farmers a hot commodity and visitors are seeking out farmers’ markets or individual produce stands,” Wieland said.
One demographic that could use more attention, as pinpointed in the report the County prepared for the conference, are “millennials.” “They are not our target just yet, but we should be preparing to meet their needs. They look at online travel reviews and social media very closely and will shop multiple sites before committing. 
“They value experiences but because they’re paying back large student loans they don’t always have the financial means to travel internationally. So, many of them are looking to locations closer to home and Cape May County is ideally situated,” she said.
To contact Camille Sailer, email csailer@cmcherald.com.