Despite economic uncertainty experts predict one hot summer at the Jersey Shore — in terms of tourism and events. That was the overall takeaway from the 17th annual Jersey Shorecast on May 21, sponsored by the Lloyd D. Levenson Institute of Gaming, Hospitality and Tourism (LIGHT) at the Stockton University School of Business on Wednesday.
“Uncertainty” about the economy, labor market and international travel dominated the
discussion.
LIGHT Faculty Director Jane Bokunewicz opened the event, which was moderated
by Nicholas Huba, journalist and digital editor for The Press of Atlantic City.
Bokunewicz presented statistics from a “less robust” 2024 season that was marred by the cancellation of the Visit Atlantic City Airshow and absence of beach concerts. Total gross gaming revenue was down 0.2% from 2023, average total employment for the season declined nearly 1%, and 0.4% fewer vehicles passed through the Atlantic City Expressway Pleasantville Toll Plaza compared to the prior year.
Karina Anthony, executive director of marketing at Visit Atlantic City, said increased events planned in Atlantic City, as well as a marketing campaign highlighting surrounding amenities like wineries and golf courses, are intended to combat last summer’s lackluster numbers.
“We are focusing on more and new events in Atlantic City and promoting experiences,
the memory-making moment you can have in Atlantic City,” Anthony said.
Ben Rose, director of marketing and public relations, Greater Wildwoods Tourism
Authority, noted that the Wildwoods are centering messages on affordability.
“Visitors may go out to dinner one or two nights a week instead of four or five, but they’re
looking for authentic experiences, and they’re looking for things that the family can do
that don’t cost a lot of money. We’re promoting our affordability in the Wildwoods, and all
the free things there are to do with free concerts three nights a week, our free beaches
and affordable attractions and affordable hotel rooms,” he added.
Joann DelVescio, executive director of New Jersey Campground Owners and Outdoor Lodging Association described the region’s current economic circumstances by highlighting a Jersey Shore vacation as a memory of last a lifetime.
“I think we have the best beaches and boardwalk in the entire country. I think that it’s always going to be a huge attraction to come to New Jersey, whether you’re staying in Atlantic City, Wildwood or whether you’re camping. There’s that memory of when you were younger and you came to the Jersey Shore. That’s still resonating with folks today,” she said.
Rose, however, said consumers are taking a wait and see approach to making their vacation plans due to economic uncertainty.
“Right now, people are uncertain what the economy is going to be in the next several months. They’re waiting to make their vacation plans. They’re booking closer to time of departure than ever,” he said.
The famed air show will be back. In fact, instead of two days of the air show, it’s a week-long event. But that’s not the only attraction going on this summer.
“We have over 165 events and festivals each year. We use our events mainly to extend the season. Right now, we have our season extended well into October. The Barefoot Country Music Fest has a tremendous economic impact. Not only does it make an economic impact at the beginning of the summer in the shoulder season, but it does introduce a lot of new people to the Wildwoods,” Rose added.
Oliver Cooke, associate professor of Economics at Stockton and editor of the South Jersey Economic Review said that while the overall pace of consumer spending slowed markedly from late 2024 to the first quarter of 2025, he believes the general uncertainty that hangs over the economy has consumers worried. For Cooke, he believes the big question is to what extent will visitors decide to pull back?
