State Tourism Scoring Goals

Report to Members

By Michele N. Siekerka, NJBIA President and CEO On May 28, 2024

The 2024 summer tourism season is underway and New Jersey businesses are hoping for brilliant weather and big crowds to boost their bottom lines and local economies.

Over the past four years, the industry has persevered through a pandemic, labor shortages, and sometimes less-than-ideal weather – and roared back strong. The 114.6 million tourists who visited New Jersey in 2022 (the most recent data available) directly spent $45.5 billion, generating $73.5 billion in economic activity and $5 billion in state and local tax revenue.

The good news is that visitor spending has rebounded to 98% of what it was ($46 million) prior to the pandemic, according to research prepared for the state Division of Travel and Tourism. The industry sustains 479,558 jobs, including 320,857 direct jobs and 158,702 indirect jobs supported by visitor activity. This equates to 1 in 12 jobs in New Jersey.

Even better days are ahead as New Jersey looks forward to hosting the 2026 FIFA World Cup – the world’s biggest sporting event – at MetLife Stadium in East Rutherford. Eight World Cup matches, including the Final on July 19, 2026, will take place in New Jersey, bringing millions of visitors from all over the globe and $2 billion in economic activity to the region.

To capitalize on this once-in-a-lifetime economic opportunity, state officials and New Jersey business leaders are working together on the extensive transportation, security, marketing, and operational planning needed to ensure the event’s success. 

Beyond the games themselves, is coordinating the major fan festivals at Liberty State Park and other locations. We know these sponsored events surrounding the World Cup games will be financially supported by the good corporate citizens of New Jersey’s business community.

Locally, restaurants and bars across New Jersey will be hosting watch parties for the millions of fans who don’t have a ticket to the games. Tourism officials expect that 14,000 new jobs will be created because of the World Cup, mostly in the hospitality sector, to support visitors who need places to stay, eat, and be entertained.

Incredibly, the World Cup is not the only big event on the horizon. The year 2026 is also the 250th anniversary of the American Revolution, which will draw thousands of tourists to the numerous historic and cultural sites throughout New Jersey where major battles and hundreds of smaller skirmishes occurred during this nation’s war for independence from Britain.

There is a lot to look forward to over the next two years, but in the meantime, let’s put on sunglasses, support our summer seasonal businesses, and enjoy all New Jersey has to offer. 

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