Our county is rolling out the welcome mat for what could be one of the busiest summer tourism seasons in recent memory. On Tuesday, May 13, 2026, Tourism Director Diane Wieland presented an ambitious campaign to the Cape May County Board of Commissioners that aims to draw visitors celebrating America's 250th anniversary to our 16 shore towns.
The campaign carries a unifying message: "Celebrate America's 250th in Cape May County. All Season Long. Every Shore Town. One Celebration." With a playful nod to history, the tagline asks, "George Washington Crossed the Delaware, why don't you?" — inviting visitors to follow the Father of our Country's path to the Jersey Cape.
The timing couldn't be better. The Greater Philadelphia region is projected to draw 3.5 million visitors this summer for the FIFA World Cup, the MLB All-Star Game, and the America 250 celebration. The 250th anniversary alone is expected to generate $2.5 billion in regional economic impact — and our county is positioning itself to capture a meaningful share of that traffic.
"This plan unites our 16 shore towns in a season-long celebration of America's 250th anniversary," said Commissioner Director Leonard C. Desiderio. "Pairing the energy of FIFA and the All-Star Game with our historic Jersey Cape attractions, we expect strong visitation and meaningful economic growth while honoring our shared American heritage."
The campaign strategy is data-driven and targeted. Based on Cape May County's 2025 Visitor Survey, marketing efforts will concentrate on Greater Philadelphia, North and Central New Jersey, New York, the Baltimore to DC corridor, Northern Virginia, and Connecticut — markets that place roughly 30 million potential visitors within an easy drive of our beaches.
The target audience includes families, couples, and multigenerational groups ages 36 to 70 with household incomes between $75,000 and $150,000 — visitors who typically stay longer and spend more during their shore vacations.
The marketing rollout follows a strategic timeline. June messaging focuses on building early awareness through broadcast and streaming TV, digital video, mobile geo-targeting at stadiums and hotels, and trip-planning public relations. July shifts into high gear with "Peak America 250," positioning July 4 as the headline moment. Billboards will blanket feeder markets, and continued geo-targeting will work to convert visitors already in the region into extended stays at our shore towns.
The county is committing $107,671 of its $257,000 annual advertising budget to the 250th portion of the campaign — representing about 42 percent of total advertising spending. That's a significant investment that reflects confidence in the opportunity this historic milestone presents.
Performance will be closely monitored through impressions, reach, engagement, video completion, website traffic, and referrals. The county plans to make real-time adjustments throughout the summer and will deliver a post-season report evaluating the campaign's effectiveness.
The campaign launches immediately and runs through peak summer season, with ongoing public relations efforts highlighting municipal events and a "Where's George?" series that promises to add an interactive element to the celebration.
For local businesses, this represents a potentially banner summer season. The combination of America's 250th anniversary, major sporting events in Philadelphia, and our county's coordinated marketing push could translate into increased foot traffic, longer stays, and stronger revenues across hospitality, dining, retail, and attractions.
For more information about Cape May County's Celebrate America 250 events, visit capemaycountynj.gov or contact the Department of Tourism at tourism@co.cape-may.nj.us.
