Ben Rose, President, New Jersey Tourism Industry Association

In an interview with Invest: New Jersey, Ben Rose, president of the New Jersey Tourism Industry Association, highlighted securing a $17 million annual tourism budget and preparing for the 2026 FIFA World Cup to boost international exposure. He emphasized strong partnerships and advocacy efforts driving New Jersey’s $78 billion tourism industry. “Once visitors experience New Jersey, their perceptions change,” he said.

What have been the main achievements of the New Jersey Tourism Industry Association?

We’re excited to be a leader in tourism advocacy for New Jersey. One of our biggest achievements has been securing a more competitive budget for the state’s Department of Travel and Tourism. We successfully increased the budget from $9 million to $17 million per year. That took a lot of effort, lobbying, and advocacy. 

Previously, New Jersey’s tourism marketing budget was much smaller than those of other states and even some cities. While we’re still behind many states in our region, this increase has made us more competitive, and it has remained consistent over the last several years.

We also actively lobby for or against legislation that impacts the tourism industry. Right now, one of the major issues we’re addressing is the plastic utensil bill in the legislature. This bill would require businesses to eliminate plastic utensils in favor of silverware and install dishwashing equipment, which is simply not feasible for many tourism-related businesses, especially in seaside resort areas with food stands and small boardwalk restaurants. We’re working to carve out an exemption for the tourism industry.

Beyond legislation, we collaborate with organizations like the New Jersey Restaurant Association and the New Jersey Hospitality Association to strengthen tourism efforts across the state. Our goal is to advocate for policies that support and grow this vital industry.

How would you describe New Jersey, and what makes it attractive for tourism and investors?

New Jersey is in one of the most densely populated areas in the country. Within a three-hour drive, there are more than 30 million people, making it a prime destination for those who prefer an easy getaway rather than dealing with the hassle and cost of flying.

The state offers a diverse range of attractions. We have over 130 miles of beautiful beaches, major entertainment venues, casinos, world-class restaurants, and vibrant cities. But it’s not just about the Jersey Shore. New Jersey has incredible mountain regions with hiking, kayaking, boating, camping, and ski resorts.

One of the state’s hidden gems is its wine industry. Southern New Jersey’s climate and soil are remarkably like Bordeaux, France, allowing us to produce award-winning wines. In fact, some New Jersey wines have outperformed European wines in competitions. The New Jersey Wine Growers Association has even developed a wine trail highlighting top wineries across the state.

New Jersey has historically battled a perception problem, but once visitors experience what we have to offer, their views change. Our job is to promote the state’s many strengths and ensure people recognize it as a premier destination.

How is New Jersey preparing to capitalize on both the 2026 FIFA World Cup and the country’s 250th anniversary?

Both events present incredible opportunities to showcase New Jersey on a global stage. For the 2026 FIFA World Cup, we’re developing marketing strategies to engage visitors and encourage them to explore the state during their downtime between matches. The state is also expanding its outreach into Europe, aligning international marketing efforts with the World Cup and our 250th anniversary celebrations to highlight all that New Jersey has to offer.

With 13 matches between Philadelphia and the Meadowlands, including the finals, New Jersey will see a major influx of visitors. Philadelphia’s proximity to the Jersey Shore makes it an easy getaway for travelers, while northern and central New Jersey will benefit from the Meadowlands matches. We’re working closely with both regions to ensure visitors have an unforgettable experience.

New Jerseyans are incredibly welcoming, and we’re encouraging everyone in the state to embrace these visitors, not just as World Cup spectators but as potential long-term travelers who may return year after year.

What role does the state’s transportation network play in supporting tourism?

Transportation is crucial to the success of tourism, and one of the biggest challenges we face, especially for World Cup visitors, is the lack of robust public transit. In Europe, public transportation is highly developed, making it easy for visitors to move between destinations. That’s an area where New Jersey still has work to do.

We’re collaborating with New Jersey Transit and bus companies to improve transportation options to and from stadiums and major attractions. While New Jersey boasts some of the best roadways in the country, public transit remains an area of concern, especially for international visitors unfamiliar with the area. Right now, our tourism model is largely built around a fly-and-drive approach, where visitors rent a car upon arrival. In the future, we hope to see expanded rail and transit options at the state level to make travel more accessible.

What initiatives is the New Jersey Tourism Industry Association implementing to attract and retain members?

We have a strong focus on membership growth and engagement. One of our biggest initiatives is the annual New Jersey Conference on Tourism, held each December in Atlantic City. This event brings the entire industry together for seminars, keynote speakers, and discussions on the latest advancements in tourism marketing and technology. It’s a major networking opportunity and a key driver for new memberships.

We also host an Advocacy Day in May in Trenton, where we push for legislative action while encouraging industry professionals to join the association. Beyond events, we conduct membership drives throughout the year using email campaigns, social media outreach, and direct calls to industry organizations.

One of our greatest strengths is our active and passionate membership base. Everyone involved, from board members to general members, is dedicated to improving tourism in New Jersey. Their enthusiasm helps generate new memberships and keeps our advocacy efforts strong.

How do partnerships contribute to the success of New Jersey’s tourism industry?

Partnerships are essential to our success. We work closely with organizations such as ArtPride New Jersey, the New Jersey Restaurant Association, the New Jersey Amusement Association, and the Hotel and Hospitality Association. These collaborations help us advocate for policies that support the entire tourism ecosystem.

Tourism isn’t just about travelers booking hotels or visiting attractions, it impacts countless ancillary businesses like linen services, gas stations, and convenience stores. In 2023, New Jersey welcomed 120.5 million visitors, and our goal in 2026 is to reach 150 million. The tourism industry generates $78 billion annually, growing at a rate of 5% to 8% per year, which is remarkable.

We also have strong cooperation between the state’s Department of Travel and Tourism and 14 destination marketing organizations (DMOs) that promote the different regions. This collective effort ensures a comprehensive approach to growing tourism statewide.

Where do you see the greatest opportunities for New Jersey’s growth, and what significant developments are underway?

Right now, a major focus is on international expansion, particularly in the European market. The State Department of Travel and Tourism is actively increasing outreach to attract European visitors.

On a regional level, different DMOs are targeting specific markets. For example, in the Wildwoods, we’re seeing growth from areas like Virginia, Maryland, Washington, D.C., western Pennsylvania, eastern Ohio, and southern New England. Canada is also a key market — Quebec has historically provided a strong visitor base, and now Ontario is emerging as a major source of tourism as well.

Our core market remains Pennsylvania, New York, and New Jersey, but we’re seeing more first-time visitors from outer regions. Once they visit, they’re hooked, especially because our beaches are some of the best in the country. The Wildwoods, for instance, have soft, sugar-like sand, wide shorelines, and warmer waters compared to New England. Canadian visitors love it because of the milder climate and the easy eight-hour drive from Ontario or Quebec.

What is your outlook for the NJTIA and the overall tourism industry over the next two to three years?

We anticipate continued growth in membership and advocacy efforts. Our lobbying firm, Public Strategies Impact (PSI), closely monitors legislative developments, allowing us to engage early on policies that affect tourism. This proactive approach ensures that we can either support or oppose legislation before it gains traction.

New Jersey is unique in that we have strong cooperation between tourism-related organizations, which isn’t the case in every state. This unity gives us a significant advantage in shaping policies that benefit the industry.

Looking ahead, our primary goal remains increasing tourism to 150 million visitors and expanding the industry’s overall economic impact. With the continued success of our partnerships, advocacy efforts, and marketing strategies, there’s no reason we can’t achieve that.