While the shore remains its crown jewel, New Jersey offers an array of other experiences to tourists as well.
It is well documented that New Jersey is one of the most diverse states in the nation, so it only makes sense that the array of experiences that the state offers mirrors that diversity. While summer tourism may harken thoughts of the state’s iconic beaches, the Garden State offers a plethora of other attractions.
“New Jersey’s biggest draw remains its abundance of experiences; there truly is something for everyone,” says Denise Beckson, vice president and chief administrative and external affairs officer of Morey’s Piers, chairperson of the New Jersey Restaurant & Hospitality Association, and NJBIA trustee.
While the Jersey Shore certainly remains the state’s top attraction, with its beaches, boardwalks, and iconic coastal towns drawing millions of visitors each summer, there are many other growing attractions including a rich culinary scene, outdoor adventure offerings, and thriving arts and entertainment hubs. The state’s proximity to major metropolitan areas also makes it an accessible and attractive destination for quick getaways, according to Ben Rose, president of the New Jersey Tourism Industry Association (NJTIA).
“Recent trends indicate increasing visitor numbers, with many travelers seeking outdoor experiences, family-friendly destinations, and cultural events,” Rose says. “Additionally, strong regional tourism from neighboring states contributes to a positive outlook.”
Additionally, Beckson adds that early data shows hotel reservations to generally be on par with previous years, and strong winter sales suggest that travelers are planning ahead.
Strong Shore Performance
N.J. Division of Travel & Tourism (NJTT) Marketing Director Michael Styles says that New Jersey experienced increased growth over 2023 in not only lodging, but also in bed tax revenues and beach tag revenues.
“Among shore cities and counties, Sea Isle City – known as a harbor for water sports fans – performed the best in 2024 in beach tag revenue, showing exceptional growth of nearly 56% for the summer months, while Atlantic and Monmouth counties improved the most when it came to bed tax revenues year-over-year,” Styles says.
He adds that there was also an increase in demand for short-term shore rentals by 25% in 2024 compared to 2023, in addition to an increase in hotel revenue, which reached record levels. Initial reporting reveals that hotel revenue growth was the strongest in June at 6.2% for all four shore counties.
Tapping into Travel Trends
There are a number of emerging travel trends that New Jersey is also uniquely positioned to take advantage of.
Rose says that travelers are increasingly seeking nature-based experiences, from hiking and kayaking to agritourism and wildlife exploration.
Kymer’s Camping Resort, for example, offers 200 scenic acres in the Kittatinny Mountains providing the opportunity to hike the Appalachian Trail, kayak or enjoy an Olympic-size swimming pool and splash pad.
Additionally, Pendry Natirar in Peapack and Beach Plum Farms in Cape May, feature on-site farms with farm-to-table restaurants offering food from menus that are curated with ingredients sourced on site.
“New Jersey is also home to 50 wineries, spanning across 1,500 acres of vineyards, offering award-winning wines from the Cape May Peninsula, The Central Delaware Valley, Outer Coastal Plain and Warren Hills,” adds Styles. “Another huge draw for New Jersey is found in its many multicultural culinary experiences, such as in the Ironbound District in Newark, Little Korea in Bergen County, or Little Istanbul in Paterson.”
The state also offers a slew of other destination attractions including the Liberty Science Center, American Dream, Adventure Aquarium, MetLife Stadium and Six Flags Great Adventure; as well as historical sites like the Sandy Hook Lighthouse, Lucy the Elephant, the Emlen Physick Estate, numerous Revolutionary War sites, and more.
Marketing NJ’s Offerings
When it comes to marketing the state as a tourism destination, a combination of both a unified approach and localized strategies has been deployed. Statewide marketing efforts by the NJTT promote the state’s overall appeal, while individual regions, towns, and attractions develop their own niche campaigns.
Rose says that collaborative efforts, such as multi-town tourism partnerships and themed travel itineraries (i.e. coastal getaways, food trails, winery trails), help unify messaging and enhance the visitor experience.
“The current strategy emphasizes New Jersey’s diverse offerings, accessibility, and authenticity, ensuring travelers see the state as a must-visit destination,” Rose says.
“Together with our state destination marketing organization (DMO) partners, we communicate a cohesive and unified brand message to successfully promote the state’s full tourism product portfolio to visitors and travelers across the world,” says NJTT’s Styles. “Our DMO partners work closely with their local businesses and attractions on the ground, working together to promote and market new and existing developments. This collaborative effort ensures that broader state messaging aligns with regional campaigns, allowing New Jersey to appeal to a wide range of visitors, while also showcasing the distinct character of each region.”
Of course, getting people to visit New Jersey is not without its challenges.
All of the aforementioned strategies help to overcome one of the biggest hurdles for tourism in the state, which is perception.
“Perception remains a challenge – some potential visitors still hold outdated or stereotypical views of New Jersey,” Rose says. “Continued efforts to showcase the state’s natural beauty, cultural vibrancy, and unique attractions are essential.”
Another challenge, according to Beckson, is competition.
“[There is competition] not only from other Jersey Shore towns, but also from regional destinations like Delaware and Virginia beaches, the Outer Banks, the Poconos, and even city-based tourism in New York and Philadelphia. It is crucial for policymakers to consider this dynamic as they legislate,” Beckson explains. “They must be mindful of how their policies affect New Jersey businesses’ competitiveness in the travel market and ensure they implement tourism-friendly policies that promote and support the state’s offerings.”
Article sourced from New Jersey Business Magazine.