New Jersey Division of Travel and Tourism
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| New Jersey Division of Travel and Tourism | |
|---|---|
| Name | New Jersey Division of Travel and Tourism |
| Formed | 1974 |
| Jurisdiction | Trenton, New Jersey |
| Headquarters | Trenton, New Jersey |
| Parent agency | New Jersey Department of State |
New Jersey Division of Travel and Tourism is the state agency charged with promoting New Jersey as a destination for leisure, business, and cultural travel. It develops campaigns, produces visitor information, and supports attractions across coastal and inland regions such as the Jersey Shore, the Delaware River, and the Palisades Interstate Park. The Division coordinates with regional organizations, municipal offices, historic sites, and hospitality businesses to increase visitation to sites including Atlantic City, Princeton University, and Liberty State Park.
History
The Division traces its origins to mid‑20th century statewide efforts to attract visitors to destinations like Cape May and Asbury Park, formalizing as a distinct agency within the New Jersey Department of State during the 1970s alongside institutions such as the New Jersey Historical Commission and the New Jersey State Museum. Early campaigns highlighted landmarks such as the Battleship New Jersey Museum and Memorial, the Thomas Edison National Historical Park, and the Washington Crossing State Park. Over subsequent decades the Division adapted to trends including the rise of Atlantic City Casino tourism, heritage tourism centered on sites like Ellis Island and Liberty Island, and eco‑tourism in the Pinelands National Reserve, while responding to challenges posed by events such as Hurricane Sandy.
Organization and governance
The Division operates under the New Jersey Department of State and interacts with state officials in Trenton, New Jersey and governors from administrations including Bridget Anne Kelly and others, coordinating policy with agencies like the New Jersey Department of Transportation and the New Jersey Economic Development Authority. Its internal structure typically comprises marketing, research, grants, and visitor services units that liaise with county tourism offices such as those in Bergen County, Middlesex County, Atlantic County, and Cape May County. Oversight includes statutory and budgetary processes involving the New Jersey Legislature and the New Jersey Office of Management and Budget, and the Division implements rules consistent with state statutes and directives from the Governor of New Jersey.
Programs and initiatives
The Division administers grant programs and signature initiatives supporting destinations like Long Beach Island, Wildwood, and Hoboken. It sponsors programs for cultural institutions including the New Jersey Performing Arts Center, historic sites like Morven Museum & Garden, and agricultural attractions such as the Stony Brook Millstone Watershed. Initiatives emphasize trail promotion for routes like the Delaware and Raritan Canal State Park towpath, culinary tourism highlighting establishments in Red Bank and Montclair, and festivals in Camden and Jersey City. Response and recovery programs have been deployed following disasters affecting Barnegat Bay and Raritan Bay, often in partnership with entities such as the National Park Service and the Federal Emergency Management Agency.
Marketing and promotion
Marketing campaigns employ digital strategies, print guides, and cooperative advertising with major attractions like Six Flags Great Adventure, Adventure Aquarium, and Six Mile Run Reservoir Site. The Division's visitor guides feature marquee destinations including Princeton University Art Museum, Grounds For Sculpture, and entertainment venues in Atlantic City Boardwalk. Promotion targets niche markets—heritage tourists to Historic Cold Spring Village, outdoor enthusiasts for the Appalachian Trail, and family travelers to amusement sites such as Sahara Sam's Oasis. Partnerships extend to transportation hubs like Newark Liberty International Airport and rail corridors served by New Jersey Transit to facilitate access to cultural institutions like The Metropolitan Museum of Art in nearby New York City and regional theaters in Philadelphia.
Economic impact and statistics
The Division publishes data on visitation, spending, and employment tied to tourism sectors including hotels in Atlantic City, restaurants in New Brunswick, and conference business at centers like the Meadowlands Exposition Center. Metrics track visitor spending patterns associated with attractions such as The Borgata, historic districts in Newark, and wine trails in the Outer Coastal Plain AVA. Economic analyses consider tax revenue contributions from bed taxes and sales taxes administered in coordination with the New Jersey Division of Taxation, and assess impacts on labor markets including hospitality employment in counties like Essex County and Ocean County.
Partnerships and funding
The Division leverages partnerships with destination marketing organizations such as Visit Philadelphia, regional bodies like the Delaware River Waterfront Corporation, and national organizations including Visit USA affiliates and the U.S. Travel Association. Funding streams include state appropriations approved by the New Jersey Legislature, matching grants, and cooperative advertising budgets shared with municipalities like Cape May Point and private partners including casinos and hotel chains operating in Atlantic City. Collaborative projects have involved philanthropy from foundations, capital investments coordinated with the New Jersey Economic Development Authority, and federal grants administered through agencies like the National Endowment for the Arts and the U.S. Department of Commerce.