TOURISM
From Ocean Waves to Forestal Stays , Welcome !
TOURISM
New Jersey ’ s Tourism Season is in Full Swing
From Ocean Waves to Forestal Stays , Welcome !
By Larry Feld Contributing Editor
Tourist season in New Jersey brings life to our beaches . The Parkway becomes an automotive chess game with license plates reflecting exotic , far-off places like Michigan , Ohio , and Montreal . Most importantly , the season brings important dollars and employment to half a million New Jerseyans who depend on summertime out-of-town guests for their livelihood .
Tourism would not exist if not for New Jersey ’ s hospitality and restaurant businesses . Research from the American Hospitality and Lodging Association ( AHLA ) reveals that $ 13.4 billion is generated from hotel guest spending in the state . New Jersey ’ s 1,180 hotel properties represent 113,519 guest rooms and employ over 45,554 workers who earn $ 2.6 billion in wages and salaries . Hotel businesses also generate nearly $ 1.7 billion in taxes overall , with $ 636 million in Federal taxes , and $ 1 billion paid to State and Local authorities .
In addition , New Jersey ’ s 20,000 bars and food establishments employ about 203,000 workers , per data published by the New Jersey Department of Labor . “ Restaurants , bars , and taverns account for over $ 12 billion of New Jersey ’ s hospitality industry , and the New Jersey alcohol wholesalers who support them separately account for another $ 8 billion ,” says Jeffrey Warsh , Executive Director of the New Jersey Wine and Spirits Wholesaler Association .
Prospects for the 2024 Season
Recent numbers published by the New Jersey Travel and Tourism Department ( NJTT ) report that 2023 was a good year , despite uncooperative weather . Over 120.5 million people visited New Jersey last year , up from 114.6 million in 2022 . In addition , these visitors spent $ 49.1 billion , generating $ 73.5 billion in economic activity , and $ 5 billion in state and local tax revenues . Visitor spending also supported 501,000 tourism-related jobs last year .
Atlantic City is an iconic NJ tourism destination , offering a beautiful beach , a family-friendly boardwalk and exciting casinos .
The lakelands offer picturesque settings and opportunities for an array of activities .
Photo : Getty Images / iStockphoto / neilhall
So , what is on the menu for this year ’ s tourist season ? Industry experts share optimism , with a side-order of caution due to unpredictable weather .
“ It always boils down to the weather ,” notes Dana Lancellotti , President / CEO of the New Jersey Restaurant and Hospitality Association . “ Unfortunately , we have had some strange and erratic weather .” Nonetheless , Lancellotti remains optimistic about 2024 .
Jeffrey Vasser , Executive Director of the New Jersey Division of Travel & Tourism is also confident about the summer season . “ New Jersey is known for the iconic Jersey Shore . That ’ s still number one . We ’ ve got 130 miles of coastline and every beach town has a different personality ,” he says .
Interestingly , rainy weekends at New Jersey ’ s campgrounds don ’ t have the same impact on reservations that beach resorts experience . “ While weather does play a role , most campgrounds have activities rain or shine ,” notes Joann DelVescio , executive director of New Jersey Campground and Outdoor Lodging Association ( NJCOA ), adding that “ Campers are a resilient bunch ; they are prepared for inclement weather .”
Representing 95 privately owned independent camping grounds in New Jersey , NJCOA serves as a promotional portal and legislative advocate in Trenton . That translates to nearly all the independently-owned campground
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Photo : Larry Feld
June / July 2024 COMMERCE 11