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A measure that would officially put Central Jersey on the map is advancing in Trenton.

Sponsored by state Sens. Andrew Zwicker, D-16th District, and Bob Smith, D-17th District, Senate Bill 3206 seeks to add the area as a new tourism region as part of a move to boost economic vitality in Hunterdon, Mercer, Middlesex and Somerset counties.

The legislation passed in a 36-1 vote by the state Senate on June 20.

Under the proposal, the New Jersey Division of Travel and Tourism would be required to promote Central Jersey, overnight stays and agritourism, as well as redirect some of the federal aid that supports tourism marketing to regions in need of economic relief.

According to the bill’s text, at least 10% of the division’s annual appropriation would be dedicated to highlighting agritourism, including visits to farms, craft beverage makers, farm-to-table restaurants, farmers’ markets and agriculturally themed festivals.

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. 

While the state’s beaches and boardwalks are renowned, New Jersey is also home to numerous state and national parks, historic sites and museums, fine dining, top-notch theater productions and a strong arts and cultural scene.

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 expect 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 projected to rise to $5.4 million.

Following the June 20 vote, Zwicker said in a statement, “While the very existence of the middle of our state has long been the subject of debate, we are long overdue in designating Central Jersey as the hub of tourism, innovation and history that it is.”

Zwicker – whose district includes parts of Middlesex, Mercer, Somerset and Hunterdon – added, “This legislation would 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 journey and a destination –a gem too often hidden that needs finally to be allowed to shine,” Smith went on to say.

A companion bill backed by Assemblymembers Roy Freiman D-16th District, Sadaf Jaffer, D-16th District, and Anthony Verrelli, D-15th District, was referred to the Assembly State and Local Government Committee following its October 2022 introduction and transferred this week to the Assembly Appropriations Committee.

A similar measure sponsored by Freiman, along with Assemblymembers Ellen Park, D-39th District, and William Spearman, D-5th District, was withdrawn on June 8. A representative for the state Assembly Democrats clarified this move for NJBIZ, saying, “Members can withdraw bills when there is similar legislation to avoid any confusion.”

Under that proposal, the state would establish and promote three separate tourism regions as part of its destination marketing efforts.

According to Assembly Bill 5098, the northern region would comprise Sussex, Warren, Morris, Passaic, Bergen, Essex and Hudson counties, while the southern region would be made up of Burlington, Camden, Gloucester, Atlantic, Salem, Cumberland and Cape May counties.

As for Central Jersey, the legislation defined the region as the counties of Hunterdon, Somerset, Union, Middlesex, Mercer, Monmouth and Ocean.