New Jersey’s tourism industry is riding a wave of record-breaking momentum, welcoming a staggering 124.2 million visitors in 2025. According to the recently released annual “Economic Impact of Visitors to New Jersey” study, the state’s visitor economy has reached new heights, generating $51.9 billion in spending and setting the stage for a historic 2026.
The report, unveiled by the New Jersey Division of Travel & Tourism (NJTT) during the New Jersey Tourism Industry Association’s Advocacy Day, highlights a 2.7% increase in spending over the previous year. This growth comes at a pivotal moment as the state prepares to take the global center stage for the FIFA World Cup 2026™ and the nation’s 250th anniversary.
The economic surge is providing more than just crowded boardwalks and bustling downtowns; it’s offering direct relief to New Jersey residents. Visitor activity generated $5.5 billion in state and local tax revenues last year. For the average New Jersey household, this translates to a tax burden reduction of $1,550.
“New Jersey proudly welcomed 124.2 million visitors throughout 2025,” Gov. Mikie Sherrill said. “As we prepare to cohost the FIFA World Cup 2026™, we are honored to share New Jersey with the world, from our iconic coastline to the vibrant communities that power our small businesses.”
The 2025 data revealed a shift in travel patterns, with day-trip visitation climbing 2.3% to 71.6 million travelers. While overnight stays saw a slight dip, the spending per visitor remained robust, particularly in the culinary sector.
- Food and Beverage: Led all sectors with $14.9 billion in spending (up 4.7%).
- Lodging: Generated $14 billion (up 4.1%).
- Retail & Recreation: Combined for over $15 billion in revenue.
The industry now supports 514,581 jobs—roughly one out of every 12 jobs in the state—accounting for 2.9% of New Jersey’s total GDP.
To capitalize on this momentum, the NJTT has launched a massive national campaign titled “Where the World Meets Its Match.” The initiative is designed to position New Jersey as the primary hub for fans attending the FIFA World Cup 2026™.
With New York New Jersey Stadium in East Rutherford set to host eight matches, including the World Cup Final on July 19, 2026, the campaign is expected to deliver 370 million impressions across the I-95 corridor and major East Coast hubs.
“Last year’s growth reinforces the impact Garden State tourism plays across industries statewide,” Lt. Governor Dale Caldwell said. “Visitor activity supports a broad cross-section of the economy, from dining and lodging to recreation and retail.”
The forecast for the coming year remains bullish. Experts project visitation will climb another 2% to reach 126.7 million people, with spending expected to jump to $53.6 billion.
As the “Where the World Meets Its Match” ads begin appearing in airports and transit hubs from D.C. to New York, New Jersey is making its message clear: the Garden State isn’t just where the games are played—it’s where the world comes to experience the best of American hospitality.
