HOSPITALITY AND TOURISM
NJ Tourism is Expected to Increase $ 7 Billion in 2021
By Diane C . Walsh Contributing Editor
With New Jersey only a gas tank away from about a third of the nation ’ s population , the tourism industry is hoping for a beeline of road trips to the Garden State ’ s attractions this summer to erase the disappointments of last year .
Restrictions imposed by the pandemic cost the state $ 17 billion in tourism spending . Every element of New Jersey ’ s diverse array of tourist attractions and events — culinary festivals , arts and culture , ecotourism , heritage locales , agritourism and even the shore — was affected by capacity limits imposed to safeguard public health and / or the outright shutdowns done for the same reason
A highly detailed study commissioned by the state ’ s Division on Travel and Tourism produced a sobering picture . Visitor volume fell to 84.6 million in 2020 — a drop of 27 percent compared to 2019 . While spending reached $ 29.4 billion , supporting 236,000 jobs and generating $ 4 billion in state and local tax revenue , the study showed there was a 37 percent decrease in tourism dollars . Moreover , the industry slipped to the state ’ s 11th-largest employer , compared to the headway it was making in 2019 when it ranked fifth .
Even though officials say the strife caused by the pandemic cannot be understated , there is great optimism for a comeback beginning this summer .
“ New Jersey tourism is a strong community of business owners and leaders and they are poised for a significant recovery ,” said Adam Perle , who serves as president of the New Jersey Tourism Industry Association and works as president and CEO of ArtPride New Jersey .
The iconic Jersey Shore is expected to lead the resurgence .
“ People are drawn here — once the weather heats up it ’ s like a gravitational pull ,” said Lori Pepenella , the long-time CEO of the Southern Ocean County Chamber of Commerce , which focuses on marketing the Long Beach Island region with its six distinct towns that have been drawing generations for seaside fun .
She said last summer in the throes of the pandemic there was an influx of day trippers — people wanting to escape the confines of the lockdowns and enjoy the fresh ocean air . “ This year the difference is all about confidence ,” Pepenella explained . The proliferation of vaccines and Gov . Phil Murphy ’ s lifting of many restrictions resulted in people flocking to the shore for all sorts of get-togethers and reunions because their fears were abated and they are confident their plans will not be wrecked like last year .
Perle said the pandemic has left “ Americans much more likely to travel by car ” and New Jersey should capitalize on this .
Memorial Day weekend is the traditional start of the summer season at the Jersey Shore . Unlike last year , the restaurants were open to full capacity and masks were no longer required . Unfortunately , an unrelenting storm doused the area for most of the weekend .
“ But there was so much pent-up demand , people said ‘ I don ’ t care about the rain , I ’ m coming ’,” according to Jeff Vasser , the state executive director of tourism . Indoor attractions up and down the coast , like the Atlantic City casinos
New Jersey Executive Director of Tourism Jeff Vasser
and restaurants , did an exceptional business despite the rain , he said .
The state study gives credence to Vasser ’ s optimism for tourism . It relied on data from established industry sources , government agency analysis as well as labor statistics . In its forecast the study concluded visitation will jump by 18 percent this year and return to pre-pandemic levels by about 2023 . Furthermore , the spending
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Gov . Phil Murphy , shown here with his wife and NJs First Lady Tammy Murphy at the Grenville Hotel and Restaurant , increased tourism spending in his new budget proposal .
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