Maryland Tourism Growth: Ocean City and Baltimore Target...

Q: What new tourism sales brand was launched in Ocean City?

Ocean City launched Discover Ocean City, MD in 2026 to target conventions, meetings, and group sports travel.

Maryland’s tourism sector is shifting its strategy toward overnight travel, building on a baseline of 45.8 million annual visitors and $21.2 billion in visitor spending. Regional hubs like Ocean City, Baltimore, Annapolis, and Frederick are diversifying their travel products to drive midweek occupancy and extend seasonal bookings.

The Local Trend Revealed

Travel destinations are focusing on increasing overnight stays over day-tripper volumes to boost accommodation and restaurant spending. According to reports from the Maryland Office of Tourism Development and local marketing agencies, these strategies are driving growth across four key cities:

Statewide Performance: In 2024, Maryland welcomed 45.8 million domestic and international visitors, generating $21.2 billion in spending, supporting 193,845 jobs, and producing $2.5 billion in state and local tax revenue. The state recorded 17.61 million overnight domestic person-trips compared with 27.46 million day trips. Leisure travel dominated with 36.96 million trips (82 percent), while business travel accounted for 8.11 million trips (18 percent).
Baltimore Hotel Performance: The city recorded a 5 percent increase in calendar-year 2024 hotel demand, with average nightly room rates rising 11.7 percent.
Annapolis Maritime Appeal: The City of Annapolis Office of Economic Development reported approximately four million annual visitors, supported by heritage walks, sailing excursions, and Chesapeake Bay dining.
Ocean City Destination Brand: Welcoming eight million annual visitors across 10,000 hotel rooms, the beach resort launched Discover Ocean City, MD in 2026 to target conventions, youth sports tournaments, and Sunday-to-Thursday travel.
Frederick County Development: Frederick recorded 2.1 million visitors in 2024, generating a record $564 million in spending and supporting over 6,100 jobs. Hotel rental tax revenue reached $65.5 million in FY2025, up 7 percent. Construction began in February 2026 on the Marriott Downtown Frederick at Carroll Creek (204 rooms, 26,000+ square feet of meeting space, completing in 2027) to support its 2026–2031 strategic plan.
Tax and Lodging Revenues: In FY2025, adjusted tourism Sales and Use Tax (SUT) collections reached $660.1 million (+4.8 percent), while lodging tax revenue rose 16.6 percent to approximately $214.6 million, and restaurant tax revenues remained flat at $299.8 million.
Overnight Origin Markets: Washington, D.C./Hagerstown represents 18 percent of overnight origin markets, followed by Baltimore (14 percent), New York (10 percent), Philadelphia (10 percent), Harrisburg-Lancaster-Lebanon-York (4 percent), and Wilkes-Barre-Scranton (3 percent).

Local Community & Environmental Value

For the visitor, the real impact of Maryland travel is the preservation of bay-line economies. Purchasing fresh oysters directly from family-run aquacultures along the Chesapeake Bay Oyster Trail, or buying organic produce at the Frederick City Market, ensures that tourism spending stays within regional agricultural communities.

Environmental protection is integrated through low-emission transit and water preservation. Utilizing Baltimore's free Charm City Circulator electric-hybrid buses or renting non-motorized kayaks to explore Annapolis waterways limits regional carbon footprints. Restoring historic canal zones (such as Carroll Creek Park in Frederick) supports sustainable urban planning, aligning with conservation goals monitored by the Maryland Department of Natural Resources.

Visitor Insider Tips for Maryland Travel

Travel specialists recommend the following practices for regional journeys:

Avoid Inner Harbor Parking Fees: Bypass downtown parking garages by parking at the MARC train station in Halethorpe and taking the commuter train into Baltimore, or ride the free Charm City Circulator buses.
Use the West Ocean City Park and Ride: Save on parking along Coastal Highway in Ocean City. Park at the West Ocean City Park and Ride lot and buy a $4 all-day beach bus pass to reach the boardwalk.
Observe the Off-Peak Window: Visit Maryland during the autumn shoulder months of September and October. Summer beach crowds have dispersed, coastal hotel rates in Ocean City drop up to 50 percent, and fall colors along Frederick's Carroll Creek are at their peak.
Sample Regional Culinary Specialties:
- Taste steamed Maryland Blue Crabs seasoned with Old Bay (cracked with wooden mallets on paper-covered tables).
- Sample a bowl of tomato-based Maryland Crab Soup at harbor shacks.
- Try a slice of Smith Island Cake (the official state dessert featuring 8 to 10 thin yellow cake layers separated by chocolate frosting).
Explore Under-the-Radar Parks: Skip the busy Annapolis docks and hike the quiet wooded trails at Quiet Waters Park between the South River and Harness Creek, or walk the quiet canal path at Carroll Creek Park in Frederick.
Respect Crab Feast Etiquette: Eating blue crabs is a hands-on, social ritual. Don't be afraid to get messy. Tipping of 15 to 20 percent is standard in all Maryland restaurants and diners.

Tourism Outlook

The long-term impact of Maryland's hospitality strategy is the development of a resilient, year-round visitor economy. By focusing on convention bookings, sports tourism, and hotel investments like the Marriott Downtown Frederick, the Maryland Tourism Development Board aims to distribute traveler spending throughout the week and across off-peak months.

FAQ: Maryland Travel and Tourism

What are the primary overnight origin markets for Maryland? Washington, D.C./Hagerstown represents 18 percent of overnight origin markets, followed by Baltimore (14 percent), New York (10 percent), and Philadelphia (10 percent).

What new tourism sales brand was launched in Ocean City? Ocean City launched Discover Ocean City, MD in 2026 to target conventions, meetings, and group sports travel.

How many visitors traveled to Frederick County, and what was their economic impact? In 2024, Frederick County welcomed 2.1 million visitors who generated a record $564 million in spending and supported over 6,100 jobs.

What is the size of the Marriott Downtown Frederick project? The Marriott Downtown Frederick at Carroll Creek features 204 guest rooms, over 26,000 square feet of meeting space, and a 250-space public parking garage.