From Casinos to Culture: How Atlantic City Is Reshaping Its Tourism

Photo: Daria Bachmann

Anchored by the boardwalk, the pier, and a row of glittering casinos along a wide sandy beach, Atlantic City was home to the first Miss America Pageant before transforming into an East Coast entertainment hub in the late 20th century. But after the city came out of the recent economic downturn, its revitalization effort is now focused on showcasing a different side — one full of culture, history, and local flavor.

“We are showcasing what’s beyond the casinos and really going into our diverse culture and our neighborhoods,” said Jessica Kasunich, the director of communications at Visit Atlantic City, the entity tasked with marketing the destination.

While new developments such as Ocean Casino Resort and the Hard Rock Hotel helped to breathe new life into the city thanks to shopping, dining, and entertainment options, small establishments such as the Tennessee Avenue Beer Hall — run by a local entrepreneur — reopened their doors after a series of renovations.

Photo: Daria Bachmann

Nicknamed “America’s Playground,” a reputation long tied to casinos and beach culture, today’s Atlantic City is cultivating a broader identity. Food, art, history, and neighborhood hangouts are reshaping how visitors experience the city.

Dining plays a big part in that shift, with dozens of restaurants from classic American diners (such as Gilchrist) to Asian, Italian, and other global fare. One standout is the Afghan-French eatery Setaara, a unique spot that blends the aesthetic of a French bistro with authentic handmade wooden doors and velvet furniture.

Culture plays an equally important role, and the Atlantic City Arts Foundation supports the city’s nascent art scene. Thanks to its ongoing collaborations with artists, 100 murals now grace the city’s buildings. Although casinos and resorts remain the dominant force in the town of 39,000 people, new activities that cater to more curious travelers are plentiful.

A few steps from Atlantic City’s main drag, a different world awaits. Whether you want to try craft beer at under-the-radar dive bars, check out colorful street art, or grab a bite at White House Subs, a long-time staple of the city’s culinary scene, you won’t run out of things to do.

One of the most overlooked activities in the area is Atlantic City Cruises, which offers a combination of coastal views and local history. After departing from 800 North New Hampshire Avenue, the boat makes its way along the waterfront, while a captain provides curious insights into the city’s past, from the early 20th century and the economic fallout of the last decade to the present day.

Photo: Daria Bachmann

By lunch time, beachfront restaurants like the Queen Bean Bistro in Ventnor City get packed with hungry visitors. As the afternoon kicks off, many families head to Island Waterpark, the world’s largest beachfront indoor water park inside the Showboat Resort that opened in 2023.

Later in the day, head to the Atlantic City Historical Museum for some local history. The museum offers a deep dive into how the city was shaped over the last century and features exhibits and memorabilia from its key events. Then make time for a popular attraction: the Absecon Lighthouse. It’s New Jersey’s tallest lighthouse and the third tallest lighthouse, standing 171 feet tall and requiring visitors to climb 228 steps to the top. One of the top historic landmarks in the city, the Absecon Lighthouse is a perfect spot to take in the coastal views.

In the evening, to combine a night out with some education, check out Little After Distillery for tastings with detailed explanations of the distilling process, or head to The Hook, a live show with heart-pounding acrobatics that pays homage to the city’s golden age.

Photo: Daria Bachmann

This year marks the 90th anniversary of Monopoly, a popular board game that was inspired by the 1930 map of Atlantic City. Over time, the game gave Atlantic City a kind of pop culture immortality, so don’t be surprised if some of its streets’ names sound familiar.

The city has since tapped into that fame, using Monopoly in marketing, public art, and events. Case in point: The Top Hat, a Monopoly-themed boutique hotel, is set to open its doors in the city this year, with accommodations and mixed-use space.

The city’s Orange Loop — a three-block stretch not far from the boardwalk that’s home to dozens of incredible murals created by visiting artists in collaboration with the Atlantic City Arts Foundation— borrows its name from the board game, complete with New York Avenue, St. James Place, and Tennessee Avenue. The mural featuring the Monopoly board on Pacific Avenue commemorates the connection between the city and the famous game.

The Atlantic City Arts Foundation, whose goal is to transform the city through public art, works to encourage visitors to do things outside of casinos.

The foundation’s mural initiative began in 2017 as part of 48 Blocks Atlantic City, a June festival highlighting local art, culture, and communities. The program has since installed 100 murals and formed partnerships with local businesses and visiting artists.

“That’s my emphasis to make sure that when we are doing a mural, it’s adding something unique. As much as there’s opportunities, there’s a finite number of walls, so we want all of them to be the highest quality and to reflect a strand of our community history and journey,” said Michael Atkins, the executive director of the Atlantic City Arts Foundation.

Photo: Daria Bachmann

The city’s 100th mural, “Always Dreaming, Always Growing” by Manuela Guillén, a Philadelphia-based artist who grew up in Atlantic City, was completed in 2024 along the side of the restaurant Cardinal. The artwork embodies the essence of Atlantic City, narrating themes of resilience and perseverance, and giving visitors a reason to venture off the beaten path and explore the areas not usually promoted in marketing brochures.

“The healthy city has an active arts community,” Atkins said, as he led a tour through the Orange Loop district.

Although the city still has a fair share of empty parking lots, the colorful new art invites visitors on a self-guided tour to explore the tales of local history. Also worth seeing for the arts-inclined is the Noyes Arts Garage of Stockton University, located about a mile from the Orange Loop. The pillar of Atlantic City’s Art District, this space is home to local artists and pop‑up galleries as it offers support and resources for emerging artists.

If you’re willing to venture past the neon lights of the casinos, you’ll discover a different side of Atlantic City — one with unique history, diverse food options served with love by the city’s hard-working culinary entrepreneurs, and an emerging art scene that aims to support local diversification efforts.