Atlantic City broadens tourism strategy beyond casinos
Visit Atlantic City has expanded its tourism strategy beyond casinos, achieving record convention business and over 102,000 hotel bookings through its revamped platform in 2026. The organization is focusing on major events, sports attractions, and enhanced air service to attract visitors and extend their stays, including activations tied to the FIFA World Cup.
Atlantic City is diversifying its tourism appeal beyond casinos, with Visit Atlantic City leading a regional branding push focused on events, entertainment, and experiential travel. Under President and CEO Gary Musich, the organization has unified its marketing under the Visit Atlantic City brand, integrating assets previously managed under DO AC. The revamped website and booking engine surpassed expectations, recording over 102,000 hotel room bookings in its first year, double initial projections. Convention and meetings business set records in 2025, with 18 events in Q1 2026 alone generating 38,833 booked room nights and an estimated $20 million economic impact. Another 17 major events are planned for spring and summer, including the Atlantic City Beer & Music Festival, the ShopRite LPGA Classic, and the Police Security Expo. The Soar & Shore Airshow, a revived aviation festival, returned for a second year in May, reinforcing the city’s push for multiday tourism experiences. Visit Atlantic City has expanded visibility through targeted marketing, including a New Year’s Eve presence in Times Square and out-of-home advertising. The organization, funded by the Casino Reinvestment Development Authority, is maximizing limited resources to increase brand recognition. Enhanced air service and FIFA World Cup activations aim to extend visitor stays, further diversifying Atlantic City’s tourism offerings beyond its casino heritage. The strategy includes regional partnerships and destination development initiatives to broaden the city’s appeal. Musich emphasized that the shift reflects modern destination marketing, focusing on a mix of events, dining, and entertainment rather than relying solely on casinos. Early results suggest the approach is gaining traction, with growing attendance and economic impact from non-casino-related tourism.
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