Diane Wieland, Tourism Director, Cape May County Department of Tourism
Diane Wieland, tourism director of the Cape May County Department of Tourism, spoke with Invest: about sustaining the county’s robust tourism industry. “We want to add more jobs that fit our plan to keep us as a tourist destination. We have an 80% return rate because our visitors love Cape May County.”
What is the state of tourism in Cape May County, and what is its economic impact on the region?
In Cape May County, 58% of jobs are in the tourism sector. It’s an important factor in our county’s economic development. We have recovered from the downturn during COVID. We have seen more “soft seasons,” which are now becoming the norm. Cape May County is an $8.1 billion tourist industry. Our growth in retail, food and beverage, and recreation outpaces the other 20 counties in New Jersey. We contrast ourselves with Atlantic County, which has gaming and casinos but only sees $8.2 billion compared to our $8.1 billion. The proximity to Atlantic City is good for our visitors because they can travel just 30 miles away to get that entertainment. We are outpacing two of the other three beach counties. We offer a lot of diversity. We are one of the Top 3 birding areas in the country, bringing thousands of bird enthusiasts every year. Our fishing industry is the second largest on the East Coast and the fifth largest in the country.
Our local culture also attracts visitors. We have seven wineries – a new part of the agriculture industry producing award-winning wines that help attract visitors and create economic impact in the fall and winter months. The clean industry is important. We don’t want anything that will impact our tourism economy by hurting the environment.
The Cape May County Airport is also working with the drone industry to bring in technologies that will help create jobs, expand our economic development offerings, and bring more people to the area. We will have more opportunities for students to find high-paying jobs, for example.
We also have a large number of vacation homes – 47% of the dwellings in the county are second homes that aren’t occupied year-round. In 2024, we saw 12.1 million visitors due to having a diverse range of offerings. There are about 31,000 jobs in the tourism sector.
What other industries have you seen growing in the county, and how have those industries affected tourism?
We’re seeing growth in the food services industry because of the large number of farms and the growth of the seafood industry. What is grown and caught here is being sold throughout the country. Our oyster industry has rebounded after being decimated by a virus. We’re seeing a large variety of oyster species being sold, helping grow the seafood and commercial fishing industry. In the medical sector, we’re seeing our community college and vocational schools offering more classes in medical training. The college also added classes in drone technology. Atlantic City’s FAA Tech Center is close by. We are perfectly located for testing airspace issues. The expansion of technology in economic development is creating more tourism opportunities. We monitor industry trends and figure out how we fit into those trends.
How is the county addressing the challenges related to regional growth?
The county is aware of the fragile nature of our area. Road improvements are always an ongoing project and budget line item to ensure roads and bridges are in good condition. We offer fare-free transportation to help people move around. The county government is involved. Many departments work together and separately to bring new ideas. We stay prepared for new businesses. Housing is always a challenge for resort communities because housing is expensive due to short-term rentals. The government is working to create more housing at all affordability levels. We have one of the only Coast Guard training centers, which adds to the economic picture through recruitment and staffing at the base. Housing is required not only for the tourism industry, but for people who live here year-round. Ferry operators need housing just as much as vacationers.
What specific initiatives are you pushing forward, and what are Cape May County’s top priorities for the next two to three years?
Expanding job opportunities is one of our biggest goals. We are finding that our young people are going to college and are unable to find jobs in the region. We want to create initiatives for more jobs. We want to maintain our quality of life. Our community college partners with Atlantic County to help retain students by providing education jobs in the region. Our vocational school is adding new classes every year to enhance training in the trades. We want to add more jobs that fit our plan to keep us as a tourist destination. We have an 80% return rate of visitors because they love Cape May County, which helps the tourism industry craft its message. We are starting to receive interest from the film industry and the New Jersey Film Commission. The recent Bob Dylan biopic was filmed in part in Cape May. People are noticing the diversity and attractiveness of the region.
