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Atlantic City bets on a tourism comeback with unified branding and new attractions

Can a bold rebrand and star-studded shows bring Atlantic City back to its glory? The city's leaders are betting on affordability, beaches, and big-name acts to win visitors over.

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2 min read
The image shows the Tropicana Hotel and Casino in Atlantic City, New Jersey. It is a large building...
The image shows the Tropicana Hotel and Casino in Atlantic City, New Jersey. It is a large building with a name board on the top, surrounded by other buildings, street poles, street lights, electric poles, electric cables, motor vehicles on the road, trees and a sky with clouds in the background.

Atlantic City bets on a tourism comeback with unified branding and new attractions

Atlantic City is pushing for a tourism revival with a fresh approach. The city's two main promotional groups, Visit Atlantic City and DO AC, have merged to create a stronger, unified brand. This comes as visitor numbers have dipped in recent years, while competitors like Las Vegas and Miami saw growth. Over the past two years, Atlantic City's visitor count fell by 5-7% annually. Economic pressures and rising competition played a role. Meanwhile, Las Vegas attracted 8-10% more tourists, thanks to new entertainment options, and Miami's beach tourism rebounded with a 4-6% increase.

The average nightly rate for a casino hotel room in Atlantic City last year was £148 ($183). Prices varied widely: Ocean Casino Resort charged the most at £227 ($281) per night, while Golden Nugget offered rooms for as little as £89 ($111). Despite the decline in visitors, industry leaders remain upbeat.

Mark Giannantonio, president of the Casino Association of New Jersey and head of Resorts Casino Hotel, sees potential in the city's proximity and affordability. He predicts a 'true renaissance' for Atlantic City, arguing that it offers better value than nearby cities like New York or Philadelphia. More gamblers, he suggests, may choose a quick drive to Atlantic City instead of a costly flight to Las Vegas.

Recent beach restoration has also improved the city's appeal, giving visitors more reasons to stay. Spring will bring major entertainment, with performances from Jerry Seinfeld, Kelly Clarkson, Zac Brown Band, MJ Live, and Lynyrd Skynyrd. Giannantonio adds that the local casino industry is now better funded than ever before. The merger of Visit Atlantic City and DO AC aims to strengthen the city's tourism message. With new shows, restored beaches, and competitive pricing, officials hope to reverse recent declines. The focus remains on drawing visitors who want a convenient, budget-friendly alternative to other major destinations.

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