Louis Belasco, Executive Director, Greater Wildwoods Tourism Improvement and Development Authority

In an interview with Invest:, Louis Belasco, executive director of the Greater Wildwoods Tourism Improvement and Development Authority, highlighted Wildwood’s record tourism growth and key challenges, while also providing insights into new business opportunities. “Tourism is a way of life here, and new businesses may be surprised at the level of assistance they receive from the local government,” he said.

What have been the main achievements or highlights for the Greater Wildwoods Tourism Improvement and Development Authority over the past year?
We recently received our final statistics for 2024, and I’m thrilled to report that Wildwood has once again set a new record for direct tourism spending — for the fourth consecutive year.

Our tourism sector continues to grow, driving increased spending across the local economy. Visitors keep coming, whether rediscovering Wildwood or experiencing it for the first time. And when they do, they’re impressed by how much we evolve and improve year after year.

How has Wildwood’s business community contributed to this success?
We’ve seen major achievements in our business sector. This year, two new Wildwood businesses made national Top 10 readership awards, which is a huge accomplishment for a five-mile island off the New Jersey coast. Madison Resorts in Wildwood Crest was named the best new resort in the country, while HonkyTonk, a bar that complements Wildwood’s growing country music scene, ranked in the Top 5 for best new attraction. The Barefoot Country Music Festival also renewed its contract with the city of Wildwood for another five years, securing its place as one of the biggest beach festivals on the East Coast. Watching the Country Music Awards this past year, I noticed nearly every major artist featured had either played in Wildwood or was scheduled to perform here. As a lifelong resident, it’s incredible to see Wildwood becoming a national entertainment destination.

Why is Greater Wildwood attractive not only to visitors but also to businesses?
Our continued growth is a key factor. We generate nearly $11 million in direct tax revenue, fueling a tourism-driven economy with a GDP of about $350 million, which is larger than some countries. Wildwood’s location is unbeatable. It’s not just about having a beach and boardwalk, though both are spectacular. I’ve been to many beaches, but none quite like Wildwood. Our sand and ocean rival top-tier resorts, and unlike most in New Jersey, our beach and boardwalk are free. Visitors can enjoy the shore without an access fee, leaving them more money to spend at local businesses. 

Accessibility is another advantage. Wildwood is within a single tank of gas for nearly 10 million people. We’re just three hours from New York City, an hour and a half from Philadelphia (or less for some), three hours from Washington, D.C., and about three and a half from Baltimore. For generations, families from these metro areas have called Wildwood their vacation home. That history, paired with our ongoing growth and improvements, makes Wildwood not just a top destination but a prime investment opportunity.

What is your focus on beachfront sustainability?

About three-quarters of our beach is growing each year. If I walk down my street in Wildwood, it’s about a quarter-mile from the street end to the waterfront — that’s how large our beach is.

However, a small section near Hereford Inlet experiences annual erosion during winter and spring. Ongoing beach replenishment programs ensure it’s restored each summer, and a national project by the Army Corps of Engineers will soon provide periodic renourishment, stabilizing that area. The rest of our beaches, about 75%, are not just stable but expanding. Visitors can relax near the water while still having plenty of space behind them. Personally, I love that my teenage boys can play football or Wiffle ball without disturbing anyone. It really feels like a free, open island park. We’re also committed to maintaining our boardwalk, a key part of the Wildwoods experience.

What trends are you seeing in visitor behavior?
Visitors are booking their trips much closer to their departure date, and we’re seeing increased website traffic as they research accommodations and attractions. To adapt, we launched a direct booking engine last year. This allows visitors to move seamlessly from research to booking their stay in real-time, ensuring they secure the rooms, amenities and attractions they want. By meeting visitors where they are, we’re making it easier for them to finalize their plans and fully experience Wildwood. We’re also closely monitoring national economic policies, especially the strength of the U.S. dollar against the Canadian dollar. Historically, hundreds of thousands of Canadian visitors come to our beaches each year, and the exchange rate plays a big role in their travel decisions. This isn’t the first time currency fluctuations have influenced Canadian tourism, and it won’t be the last, but it’s something we’re watching closely.

What do you see as the greatest challenges for New Jersey tourism right now, particularly in Wildwood?
Affordable housing is a major challenge. Prices have risen significantly both on and off the island. We’ve traditionally relied on housing in Middle and Lower Township, where costs were lower, but the rise of Airbnb and short-term rentals has reshaped the market. The Delaware Bay’s growing appeal has driven up home prices in western Lower Township, where properties that once sold for $100,000 now approach half a million. Finding housing for seasonal workers is especially difficult. Restricting short-term rentals isn’t the answer – they’re needed. We must expand long-term rental options, whether by extending summer leases beyond 90 days or ensuring year-round availability for permanent residents. This isn’t an issue any one municipality can solve; it requires a regional or countywide approach. The New Jersey Council on Affordable Housing has been working on it for years, and it remains a top priority for local and state officials. It’s complex, but we’re actively seeking solutions.

Do you think there is still room for new businesses to enter the market?
Absolutely. We continue to see new businesses opening, and the Planning Board is actively reviewing applications. While one motel project has faced delays, others are moving forward at various stages of construction. Existing businesses are also expanding. This past winter, several Philadelphia-based businesses, including The Rook and Johnny’s by the Sea, announced second locations in Wildwood. Local businesses are growing as well, with Anthony’s Grub opening a cheesesteak shop and Johnny Longhots launching on Pacific Avenue. Just last week, Taqueria El Azteca, a popular Mexican restaurant on Pacific Avenue, announced a second location closer to the boardwalk for summer, one I’m personally excited about since it’s within walking distance!

This level of investment from new and existing businesses confirms what we already see in tax revenue and tourism spending: Wildwood is a prime spot for success. For those looking to start a business, we have strong support networks. The Wildwoods Chamber of Commerce, located on Pacific Avenue, is a valuable resource, and if it doesn’t have an answer, it’ll find it. The Greater Wildwood Hotel Motel Association provides similar guidance for hoteliers. Wildwood’s municipalities are also highly supportive. Tourism is a way of life here, and new businesses may be surprised at the level of assistance they receive from the local government. It’s a different experience than in many other places.

What’s next for the tourism sector and the Authority?

We expect continued growth over the next two to three years. There’s no sign of slowing down, though growth may stabilize around 5% annually. More visitors will continue discovering Wildwood. For those returning after 20 years, the town will feel transformed, yet still familiar. That’s Wildwood’s strength: blending tradition with constant improvement, appealing to both longtime visitors and newcomers. Addressing housing and labor challenges remains a priority. Local and state officials are working on solutions, and I’m confident they’ll create opportunities for private investment, helping to meet growing housing demands while opening new business opportunities, particularly in real estate. Wildwood’s future is bright, and we’re excited to build on this momentum.