Ocean City, New Jersey engaged ESI and Parter International to develop an economic development strategy for the city’s tourism-driven economy. The city sought to maintain its identity as a premier family beach destination while responding to shifting consumer preferences, demographic change, and national trends in travel behavior to maintain a sustainable and competitive position in the tourism market.
ESI analyzed local demographic and economic trends to understand the evolution of Ocean City’s identity as a family resort destination and the strengths and weaknesses of consumer demand. This was paired with research into national trends in travel preferences, social values, and consumer behavior that have shifted consumer vacation behavior and expectations. ESI and Parter International also engaged key community stakeholders, including civic leaders, business owners, and residents through strategy sessions, surveys, and site visits to integrate local knowledge and priorities into the analytical framework. Insights from each of these components were integrated into a set of strategic recommendations to enable Ocean City to enhance its appeal to the current travel market while maintaining its core brand developed over decades.
The study confirmed that Ocean City’s core value as a family resort destination is deeply shared among residents, business owners, and visitors. The study recommendations set out a strategy to maintain and enhance this identity through place-based branding, targeted business attraction, and community development as the essential drivers of tourism growth, while adapting to new challenges posed by shifting consumer demographics and preferences.
