124.2 Million Visitors Fuel Momentum as “Where the World Meets its Match,” FIFA World Cup 2026™ Tourism Campaign Ignites Excitement in the Garden State and Beyond

TRENTON, N.J. (May 7, 2026) — The New Jersey Division of Travel & Tourism (NJTT), a Division of the New Jersey Department of State, today released the annual 2025 Economic Impact of Visitors to New Jersey study at the New Jersey Tourism Industry Association’s (NJTIA) annual Advocacy Day, underscoring the sustained strength and economic significance of the state’s visitor economy with continued growth forecasted for 2026. The data is amplified by NJTT’s latest tourism campaign, “Where the World Meets its Match,” driving enthusiasm for tourism around FIFA World Cup 2026™.

Annual 2025 visitor volume climbs, buoyed by the day-trip segment

Tourism Economics, the state’s independent research partner, found that visitation to New Jersey grew from 123.7 million visitors in 2024 to 124.2 million in 2025. Strong demand for New Jersey’s tourism offerings is reflected in a notable 2.3% increase in day-trip visitation over 2024 at 71.6 million.

Visitor spending exceeds 2024 levels with food and beverage leading all sectors in revenue

Robust tourism activity propelled visitor industry spending 2.7% above 2024 levels last year. Of the $51.9 billion spent by visitors to New Jersey in 2025, food and beverage increased 4.7% year-over-year, outpacing the lodging sector, which grew 4.1%. The recreation and retail sectors grew by 2.3% and 2.1%, respectively.

“New Jersey proudly welcomed 124.2 million visitors throughout 2025, generating $51.9 billion in tourism spending and $83.2 billion in total economic impact for the Garden State,” said Governor Mikie Sherrill.

“As we commemorate our nation’s 250th anniversary and prepare to cohost the FIFA World Cup 2026™, we are honored to share New Jersey with the world, from our iconic coastline and flourishing agritourism offerings to the vibrant communities that power small businesses and local economies. I am deeply grateful to our tourism workforce and partners whose dedication and hospitality make every visitor’s experience truly memorable.”

“Last year’s growth reinforces the impact Garden State tourism plays across industries statewide, supporting more than 514,000 jobs and contributing $25.3 billion in visitor industry GDP,” said Lt. Governor Dr. Dale Caldwell, who oversees NJTT as Secretary of State. “Visitor activity produced $5.5 billion in state and local tax revenues, easing the average New Jersey household’s tax burden by $1,550, while also supporting a broad cross-section of the economy, from dining and lodging to recreation and retail.”

Key findings from the “2025 Economic Impact of Visitors to New Jersey” study:

● New Jersey welcomed 124.2 million total visitors, an increase of 500,000 over 2024.

● The day segment drove growth in visitor volume, up 2.3%, as overnight visitation dropped 2.1% from 2024.

● Visitors spent $51.9 billion in the Garden State, an increase of 2.7% or $1.3 billion from 2024.

● Of the $51.9 billion generated in visitor spending:

○ Food and beverage accounted for $14.9 billion or 28.6% of the total spend.

○ Lodging generated $14 billion in spending, growing 4.1% over 2024.

○ Recreation represented $6.21 billion in spending, rising 2.3% over 2024.

○ Retail produced $8.81 billion in spending, up 2.1% from 2024.

● Employment supported by visitor activity grew 1.2% to 338,242 jobs.

● Visitor industry GDP totaled $25.3 billion, accounting for 2.9% of total New Jersey GDP.

● Visitor activity generated $5.5 billion in state and local taxes, easing the tax burden for every New Jersey household by $1,550.

● Visitor activity sustained 514,581 New Jersey jobs (or one-in-12 jobs) in the state, representing 8.4% of all jobs in the state.

● Forecast for 2026: visitor volume is projected to increase 2%, to 126.7 million, with visitor spending forecast to increase 3.2%, to $53.6 billion.

Important resources

The 2025 Economic Impact of Visitors to New Jersey study is prepared by Tourism Economics and can be found in its entirety at https://visitnj.org/sites/default/files/2026-05/TE_-_Economic_Impact_of_Visitors_to_New_Jersey_-_2025_-_State_and_Counties.pdf.

FIFA World Cup 2026™ tourism campaign elevates the Garden State in 2026

Ahead of the summer travel season, NJTT launched the national tourism campaign, “Where the World Meets Its Match,” championing the Garden State’s role on the global stage as a cohost destination with New York for the FIFA World Cup 2026™. New York New Jersey Stadium in East Rutherford will host eight matches, beginning June 13 and concluding with the history-making final on July 19. The campaign runs through July 2026 and will deliver nearly 370 million impressions across priority domestic markets, reinforcing New Jersey as the ideal base for FIFA World Cup 2026™ visitors.

The campaign first deployed with geotargeted digital placements and paid social, followed by radio, broadcast and connected TV, and high-impact out-of-home advertising along the I-95 corridor, major transportation hubs, transit systems and New Jersey Turnpike service areas. Residents and visitors will view a bold visual identity that connects New Jersey’s vibrancy with the global game. At the campaign’s center is a soccer player wearing a uniform in vivid FIFA colors, set within a backdrop that showcases a sweeping New Jersey landscape. The energic design sparks excitement and pride, while reinforcing the message that the Garden State is not only where the match happens, but where the world finds its match.

Visitors arriving through Newark Liberty International Airport will be greeted with dedicated welcome messaging. Designed to reach travelers far and wide, in advance of and during the tournament, the integrated media campaign spans across New York and Philadelphia with expanded reach into Washington, D.C., Baltimore, Harrisburg and Wilkes-Barre/Scranton.

Visitors can plan the ultimate 2026 itinerary by ordering or downloading the official 2026 New Jersey Travel Guide, here.

About New Jersey

New Jersey offers a wide variety of experiences to visitors all year long. Travelers and residents can enjoy outdoor adventures, renowned culinary offerings, educational opportunities, and a strong arts and cultural scene. With numerous state and national parks, beaches, skiing, tax-free shopping, historic sites, museums and more, New Jersey blends together its rich history and exciting present. Home to the nation’s first beach resorts and the birthplace of major inventions, New Jersey offers a picturesque escape and dynamic opportunities for visitors from near and far. For more information, visit www.visitnj.org.

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