The existence of Central Jersey is no longer up for debate, as the state is finally putting it on the map.

Under a law signed Aug. 24 by Gov. Phil Murphy, New Jersey will designate the area as a new tourism region to help boost economic vitality in Hunterdon, Mercer, Middlesex and Somerset counties.

During a bill signing ceremony at the Wallace House & Old Dutch Parsonage historic sites in Somerville, the Democratic governor declared the decades-old question settled once and for all, saying, “Central Jersey exists.”

“The region has a rich history dating back to the American Revolution, with a legacy graced by historical figures like George Washington. And, today Central Jersey is home to some of the nation’s leading public universities and host to beautiful agricultural landscapes and activities for tourists to immerse themselves,” he said.

The measure, which was sponsored by state Sens. Andrew Zwicker, D-16th District, and Bob Smith, D-17th District, was approved June 20, while companion legislation by Assemblymembers Roy Freiman D-16th District; Sadaf Jaffer, D-16th District; and Anthony Verrelli, D-15th District, passed 10 days later.

Under the law, the New Jersey Division of Travel and Tourism is required to re-draw the state’s tourism map to add Central Jersey and incorporate it in all regional marketing campaigns, including publications and on VisitNJ.org. The division, which falls under the Department of State, will also be tasked with promoting overnight stays in Central Jersey.

The bill also redirects some federal aid that supports tourism marketing to regions in need of economic relief and dictates that at least 10% of the division’s annual appropriation be dedicated to highlighting agritourism, including visits to farms, craft beverage makers, farm-to-table restaurants, farmers’ markets and agriculturally themed festivals.

Zwicker – whose district includes parts of Middlesex, Mercer, Somerset and Hunterdon counties – said, “We are long overdue in designating Central Jersey as the hub of tourism, innovation and history that it is. This law will promote travel to our quaint river towns and canal villages, scenic walking sites, harvest festivals, breweries and more Revolutionary War sites than you’ll find anywhere else.”

Smith, a representative of both Middlesex and Somerset counties, stated, “Central Jersey holds a unique cultural and historical resonance in our state and offers a unique combination of historical, agricultural, artistic and eco-tourism experiences that are comparable to any other part of the country. We need to be doing all we can to promote Central Jersey as both a journey and a destination – a gem too often hidden that needs finally to be allowed to shine.”

Freiman added, “From the iconic Jersey shoreline to our bustling, vibrant cities in the north and south, New Jersey is rich in historic and famed tourist attractions. For too long the heart of our state – home to our state capital, historic sites and bucolic scenery … has not received the real attention it deserves.”

He added, “Redefining New Jersey’s tourism regions, looking at the way we fund tourism efforts and delving into agritourism will help us highlight both our world-famous attractions and hidden gems.”

Secretary of State Tahesha Way described tourism as “a vital part of our state’s economy.”

“Many of our communities rely upon visitors to support local small businesses. This legislation is an investment in the future of Central Jersey communities and will strengthen the region’s ability to draw new and returning guests,” said Way, adding, “We are looking forward to working with our Division of Travel and Tourism to highlight this important region for residents and visitors alike.”

In the wake of the pandemic, New Jersey boosted its marketing budget for tourism from $9 million to almost $18 million, enabling the state to further its promotional reach, both domestically and internationally.

After a strong rebound in visitor volume and spending in 2022, officials say New Jersey’s tourism industry has nearly recovered from the effects of the COVID crisis and is expected to surpass pre-pandemic levels in 2023.

According to a recently released report from the Division of Travel and Tourism, this year the state projects 119.7 million visitors and spending of $49.8 billion, while total state and local taxes generated from visitor supported activity is expected to rise to $5.4 million.

Following the bill’s signing, Assembly Speaker Craig Coughlin commented, “We should properly promote all the regions of our state. Central Jersey is blessed with beautiful destinations and a rich history. We will see a terrific return on our investment to attract tourism, including economic growth and job creation.”