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After continued rebounds in visitor volume and spending in 2023, New Jersey officials say the state’s tourism industry has finally surpassed pre-pandemic levels. And, they expect continued growth this year.

According to a new study from the New Jersey Division of Travel and Tourism, the state welcomed 120.5 million visitors in 2023, up from 114.6 million a year prior and 4% higher than 2019’s record level of 116.2 million travelers.

Visitor spending across all sectors grew to $49.1 billion, which was 8% above the previous year and 6% higher than expenditures reported in 2019, the study found. Last year’s total in visitor expenditure means that travelers in New Jersey spent approximately $134 million every day, according to the report.

The breakdown

By category, spending on food and beverage grew fastest. The sector was up 10% year-over-year to reach $13.49 billion — 10% above 2019 levels.

According to the report, recreation ($5.9 billion), which is now 6% above 2019 levels, and retail ($8.37 billion), which is 1% over 2019 levels, also saw growth.

Despite lower gasoline prices, the ongoing recovery in air travel boosted transportation spending to $8.20 billion, up 5% from 2019 levels.

Year-over-year hotel accommodation growth of 12% drove increased spending on lodging ($13.09 billion). Spending on second homes and casinos revenue also rose 4% and 2%, respectively, the report found.

Overall, the visitor industry last year had a total economic impact of $78.3 billion in New Jersey and generated $5.2 billion in state and local tax revenues, according to the report. Additionally, it sustained over 501,000 workers, representing 8.3% of all jobs in the state.

Lt. Gov. Tahesha Way oversees the division of Travel and Tourism in her capacity as secretary of state. “New Jersey enjoyed another revenue-growth year for tourism in 2023, underscoring the important role the industry plays not just for the state but for all New Jerseyans,” Way commented.

The outlook

Despite its forecast of weaker economic growth in 2024, the state expects a “resilient travel appetite” will continue to support overnight and day visits. Additionally, officials expect business travel to continue its comeback, thereby propelling growth in areas that hadn’t fully recovered in the previous year.

For 2024, the state projects 124.23 million visitors and spending of $51.4 billion. Meanwhile, total state and local taxes generated from visitor supported activity is projected to rise to $5.3 million.

Beyond this year, visitor volume is expected to reach 126.6 million in 2025 and 130.3 million in 2026. Spending will grow to $53.1 billion in 2025 and $55.7 billion in 2026.

In a statement, Gov. Phil Murphy said he was pleased to report “strong travel and tourism activity for New Jersey that resulted in significant economic impacts.”

The Democratic governor went on to say the spending levels show “the tremendous appreciation travelers have for all that New Jersey has to offer.”

“I extend my thanks to the outstanding workers within the tourism industry, as well as the people of New Jersey, for serving as excellent ambassadors of our state,” he added.

‘Little State, Lotta WOW’

Leading up to the summer travel season, the New Jersey Division of Travel and Tourism deployed a series of new digital and print ads at New York’s Penn Station related to the “Little State, Lotta WOW” campaign showing off the state’s best assets.

In addition, the state launched the New Jersey WOW Mobile Experience in Times Square. The innovative mobile-marketing activation features immersive video screens designed to bring exciting New Jersey experiences in-market with the sights, sounds and stunning landscapes of the state.

The New Jersey WOW mobile experience will be visible at a variety of locations throughout the year, including upcoming Baltimore Orioles and Washington National baseball games, New Jersey’s North2Shore Festival and more. Consumers can follow The WOW Experience mobile activation journey on VisitNJ’s website page.

“Feedback from our state tourism partners is showing an optimistic forecast for the summer travel season,” said New Jersey Division of Travel and Tourism Executive Director Jeff Vasser. “The goal for our campaign is to bring the WOW of New Jersey to potential travelers and inspire them to visit. While 2023 was a great year for tourism, we’re working to ensure that 2024 is even better.”