‘French Connection’ Expected to Bolster County Tourism

CREST HAVEN — Québécois will become a large part of the “new normal” in Cape May County tourism. Thank a favorable dollar exchange rate. Credit a nine-hour drive from the Canadian Province of Quebec, and the $400 duty-free loot they can take back across the border, but those vacationers are going to bolster local tourism.
That “French Connection” was one of the nuggets revealed at Cape May County’s 2011 Tourism Conference, held Wed., May 4 at the county administration building. Keynote speaker was Lt. Gov. Kim Guadagno, who gave a review of the state’s third largest industry: tourism.
She reassured those in the filled room, many business owners whose livelihoods are dependent on the tourism industry that the state’s $9 million tourism advertising budget will remain as in 2010. She urged all to contact their legislators (Assemblyman Matthew Milam (D-1st) was in attendance) to voice their support for the allocation.
Due to the high cost of gas, she said, “there will be a lot of ‘staycations’” and for that reason, marketing is being targeted close to home, New Jersey, Pennsylvania and New York. She said radio advertising themed “That’s New Jersey” extols the virtues of Garden State vacations.
Diane Wieland, county tourism director, reported on a call from the Canadian consulate office in New York City on the increase in northern neighbors, an estimated 70 percent of a half million French Canadians to this state would visit Cape May County.
“We are doing more to promote in Canada,” said Wieland. “It’s not the Ontario market, it’s French Canadians from Quebec taking their direct road, eight of nine hour drive. They love this area,” Wieland said.
“We are paying them a nickel to spend a dollar,” she noted, of the exchange rate, deemed “above par for the first time in 40 years,” according to a fact sheet provided at the session.
Due to the vacation schedules of many Quebec vacationers, they “travel farther and stay longer (10 days), and this is important for us,” said Wieland. In addition, those visitors have a “higher per person expenditure rate. They find value in a Jersey Cape vacation and in addition to enjoying our beaches and outdoors activities, they love to shop,” said Wieland.
Because of those longer stays by Quebec visitors, “That helps with the mid-week slump,” said Wieland.
In April this year, the exchange rate was $1.04, thus Canadian visitors had an opportunity to look for vacation destinations in county motels, hotels and campgrounds. That long-time love affair with this county’s resort attractions began in the 1970s, and has been nurtured since that time.
Wieland’s fact sheet and PowerPoint presentation showed an Internet survey and at travel shows that indicated a “strong recognition of the resorts of Cape May County as well as a great love and loyalty to countywide beaches, campgrounds and attractions.”
A link between the Cape May County Chamber of Commerce and the Department of Tourism has offered Canadian travelers “Passport to Savings” coupon booklets that appear to be a hit with the visitors.
Chamber member businesses make it possible to extend that program through this year.
When potential Canadian visitors stop at the Canadian Automobile Association offices in the greater Montreal area and in Quebec City, they get those coupon booklets along with their mapped trips to this county.
While the Canadian market is vast, it is just a part of the overall tourism industry here.
Cost-conscious families from hometowns “less than a tank full away” are still the mainstay of the county’s lifeblood, and, according to Wieland, 73 percent of those have not changed their vacation plans for this year. A whopping 78 percent of those are returning customers who are attracted to the county’s beaches, since most enjoy the “family-oriented” theme found in many places.
There is also the safety factor of vacationing locally. Wieland noted that 98 percent of visitors said they “feel safe in Cape May County, and 99 percent of people recommend this county to family and friends.”
Many in the room were concerned, and voiced their sentiments to Guadagno about the Hotel Motel tax that many feel is an unfair burden to them, since those renting condominiums and private homes do not have to pay that tax.
Guadagno said the matter is being examined, and vowed, “This governor will not sign any increase in taxes.” She asked, “Is this a technical loophole that needs to be fixed?” She said the state treasurer is also looking into the matter.
Cape May Mayor Dr. Edward Mahaney Jr., whose council on May 3 awarded a $7.5-million contract to construct a new convention hall, took the occasion to say a good word about state government.
“I want to mention we appreciate the change in service delivery of the DEP (Department of Environmental Protection) and the Office of the State Comptroller. They were helpful in moving forward the new facility,” said Mahaney.
“You said something nice about the DEP,” said an almost startled Guadagno, “And you are building on the ocean?” She pointed to a new direction that DEP is taking.
“We tried to balance DEP. We want to turn around the economy, and DEP has a person whose responsibility is economic growth and green energy,” said Guadagno.
Guadagno gave her cell phone number, and urged those who wanted immediate contact with Trenton to call or text her, and she would respond to every call. However, she asked the media not to publish that number.
Parts of this story were first published at capemaycountyherald.com
Contact Campbell at (609) 886-8600 Ext 28 or at: al.c@cmcherald.com