CAPE MAY COURT HOUSE — Cape May County became the top tourism destination in New Jersey in 2025 for the first time in decades, despite a down year nationally.
Tourism Director Diane Wieland delivered the good news during the 2026 Cape May County Tourism Conference on May 20 at La Mer Beachfront Resort in Cape May.
According to her presentation, the county reported a 4.2 percent increase ($338.4 million) in visitor spending in 2025 over the prior year, bringing in a total of $8.44 billion.
The 12 million visitors supported more than 42,000 jobs in the county last year. Over recent years, the Cape May County Tourism Department has seen success in marketing the fall and winter seasons to increase year-long numbers, according to Wieland. The success is evident in metrics such as more than half, 52 percent of visitors, report visiting two or more times a year, according to the department’s Visitor Survey.
“With a record-breaking $8.44 billion in visitor spending in 2025, Cape May County outperformed every other county in New Jersey for the first time in 32 years, making us the No. 1 leisure destination in the state,” Wieland said.
The county led the state in food and beverage, retail and recreation, and the lodging sector reached $3.59 billion, a 6.9 percent increase over the previous year.
“Our business owners have proven yet again that their hard work and resilience can overcome even the most challenging of years,” she said.
As a result, the county generated $679.6 million in state and local taxes, an increase of $11.1 million.
Wieland said travel behavior continues to shift, with the majority of tourists staying closer to home, visiting in the shoulder seasons and looking for authentic, immersive experiences.
According to the Visitors Survey, 57 percent reduces spending, 46 percent shortened their length of stay, 51 percent cut spending on meals and 56 percent curtailed spending on shopping.
The primary marketing radius for the Tourism Department is the 30 million people within a 300-mile radius. Those markets include Greater Philadelphia, northern and central New Jersey, New York, the Baltimore to Washington, D.C., corridor, northern Virginia and Connecticut.
Tourism in the U.S. declined sharply in 2025, with the largest decline in international visitors. Once a strong point, visits by Canadians fell by almost 20 percent but the county made up for it with increased domestic visitors.
The county welcomed 12.03 million visitors, nearly one in 10 travelers to New Jersey.
The state’s four beach counties — Atlantic, Cape May, Monmouth and Ocean — generated $26.01 billion in direct tourism spending, or 50.1 percent. The 17 counties without beachfront generated $25.91 billion, or 49 percent statewide.
Cape May edged Atlantic ($8.403 billion), which has multiple casinos, for the first time in years.
The beach counties generated 24.6 percent of occupancy taxes and 75.67 percent of total lodging.
“2025 was a challenging year, requiring businesses and marketers to operate in an unusual environment shaped by weather conditions, political uncertainty and economic pressure,” Wieland said.
Cape May County continues to lead New Jersey’s tourism industry and ranks among the strongest coastal tourism economies on the East Coast, according to the presentation. Its performance demonstrates exceptional economic impact driven by high visitor spending, strong employment and consistent demand — despite seasonal constraints.
Marketing strategies
Wieland said understanding visitors is the foundation of the county’s marketing.
“Our annual Visitor Survey provides key insights that shape our visitor profile and guide the messages we use to reach and inspire travelers,” she said. “This research is the basis of our strategy, ensuring that every campaign, message and promotion is aligned with what our visitors value most.”
She said by grounding marketing efforts in real data, the department is able to craft targeted, compelling messages that resonate with travelers and strengthen the county’s position as a premier destination.
The forecast for summer 2026 is strong, with many regional hub events taking place to bring new visitors to the area. The county is launching its America 250 campaign, inviting people to “Celebrate America’s 250th Down the Shore.”
The county offers historic and coastal experiences that road-trippers want while they are visiting the historic sites this summer. Also, economic travel trends favor affordable, flexible car travel.
Some of the focuses for this year’s marketing campaign include a fully integrated, multichannel approach, including broadcast, digital, mobile, billboards, print, radio and public relations. These are strategically layered to deliver repeated exposure across every major consumer touchpoint.
Brand overview
The county’s brand is grounded in authenticity and personalized experiences, aligning with today’s traveler demand for genuine, meaningful, place-based tourism, Wieland said.
“The New Jersey Southern Shore umbrella brand supports the identity by uniting Cape May and Cumberland counties under a shared coastal heritage while allowing Cape May County’s unique character to stand out,” she said.
Focus groups revealed strong visitor preference for the Jersey Cape, reinforcing current trends toward nostalgic, charming and slower-paced destinations.
“Insights from visitor research and stakeholder input shaped a brand that reflects what travelers value most today: outdoor recreation, relaxation, family-friendly experiences and local culture,” Wieland said.
By CRAIG D. SCHENCK/Cape May Star and Wave