Establishes Office of Tourism Research; requires specific measures concerning tourism advertising, marketing, research, and tourism-related business training.

A1592

ASSEMBLY, No. 1592

STATE OF NEW JERSEY

222nd LEGISLATURE

�

PRE-FILED FOR INTRODUCTION IN THE 2026 SESSION

Sponsored by:

Assemblyman SEAN T. KEAN

District 30 (Monmouth and Ocean)

SYNOPSIS

���� Establishes Office of Tourism Research; requires
specific measures concerning tourism advertising, marketing, research, and
tourism-related business training.

CURRENT VERSION OF TEXT

���� Introduced Pending Technical Review by Legislative
Counsel.

��

An Act
establishing the Office of Tourism Research in the
Division of Travel and Tourism in the Department of State and concerning
tourism advertising, marketing, research, and training, and amending and
supplementing P.L.1977, c.225.

����
Be It
Enacted
by the Senate and General Assembly of
the State of New Jersey:

���� 1.��� (New section)� The
Legislature finds and declares:

���� a.���� Tourism is an extremely
important component of New Jersey�s economy, and it is necessary for the
Legislature to ensure that the Division of Travel and Tourism in the Department
of State operates in a manner that maximizes the State�s opportunity to attract
tourists from as wide a market area as possible.

���� b.��� New Jersey has many
assets in a number of tourism sectors that make it an attractive destination,
including unique historic, performing arts, cultural, retail, professional
sports, and recreational tourism assets.

���� c.���� In addition, New
Jersey�s proximity to major metropolitan areas, including New York and
Philadelphia, make it an attractive and more affordable location for tourists,
particularly those from out of State and from other countries.

���� d.��� It is essential for the
division to explore new markets, especially those in states not contiguous to
New Jersey, and particularly foreign markets, to promote the State as an
attractive alternative to other locations, promoting such assets as the State�s
shore area compared to other states such as Florida, North Carolina, and South
Carolina, and the advantage of the State�s proximity to other tourist
destinations on the east coast.

���� 2.��� (New sections)� There is
established an Office of Tourism Research in the Division of Travel and Tourism
in the Department of State to coordinate and undertake ongoing research on the
travel and tourism market. This research shall support and inform the tourism
marketing activities routinely undertaken by the division and the tourism
industry in this State.�

���� a.���� As a main component of
research, the office shall, in cooperation with members of the tourism,
hospitality, and travel industries, establish a database of potential
travelers, including group travel organizations and tour operators. The
database may also incorporate and draw upon any other appropriate data source,
including census data, deemed useful by the division.� In order to maximize the
effectiveness of the marketing activities routinely undertaken by the division
and the tourism industry, the research shall identify potential travelers by
type, including age, interests, multicultural factors, travel interests, and
travel goals, and also identify core geographic targets for New Jersey's
marketing activities. The database shall be designed to incorporate those
attributes for a domestic population base within a minimum of a 500 mile radius
of the borders of the State. The database shall be developed in a format that
would facilitate its use in connection with a marketing plan to identify
primary target audiences for:

���� (1)�� general statewide
travel;

���� (2)�� regional travel,
including travel to lesser known portions of the State;

���� (3)�� seasonal travel; and

���� (4)�� specialized travel
interests in the various tourism sectors identified by the office pursuant to
subsection c. of this section, including specialized short term weekend stays
and family travel opportunities.

���� b.��� The office shall also
develop an appropriate methodology to conduct an ongoing survey of the
effectiveness of New Jersey's travel and tourism marketing and media
activities, including the branding of the State as a tourism destination, and
consumer satisfaction and awareness of New Jersey as a tourist destination. The
research shall provide for the regular documentation of standard tourism
indicators, including hotel occupancy rates, room rates, rental activity,
seasonal fluctuation per travel sector or region, State park visitation rates,
utilization of the top 15 tourism attractions in the State, and utilization of
the State's visitor centers.� The division may contract with a consulting
organization or organizations to establish the underlying research methodology
and instrument, and to conduct, update, and interpret the research. The office
and the division shall ensure that there is no duplication between the research
conducted pursuant to this subsection and the survey required to be annually
commissioned by the council to be conducted by the New Jersey Center for
Hospitality and Tourism at Richard Stockton College of New Jersey pursuant to
subsection h. of section 10 of P.L.1977, c.225 (C.34:1A-54).�

���� c.���� The office shall
develop a comprehensive survey of the State�s tourism assets, and shall
identify and organize tourist attractions in the State by tourism sector. Such
sectors may include, but may not be limited to:

���� (1)�� heritage tourism,
including colonial or Revolutionary War venues, historic towns and villages,
sites related to the early Industrial Revolution in America, historic urban
sites, and maritime and military history;

���� (2)�� amusements and
entertainment, which shall include cultural events, festivals, exhibits, theme
parks, museums, and gaming;

���� (3)�� attractions based on
scenic beauty, including State parks;

���� (4)�� sports and outdoors
tourism, including professional and semi-professional sports and family
sporting opportunities such as water sports, fishing, skiing, and hiking;

���� (5)�� retail tourism,
including business districts of unusual or specialized interest and venues
featuring specialized retailing, including but not limited to, antiques and
outlet shopping;

���� (6)�� agricultural, food, and
beverage tourism, including agricultural museums, farm tours, hayrides, and
sites of agricultural interest, which may also include, in connection with the
Department of Agriculture, promotion of New Jersey agricultural products, including
New Jersey grown or processed comestibles, the New Jersey nursery industry,
including specialty nurseries, and New Jersey restaurants, wineries, breweries,
and distilleries; and

���� (7)�� the meetings and
convention market.

���� 3.��� (New section)� The
Division of Travel and Tourism shall contract with outside marketing experts,
after a competitive process for their selection, for the purpose of
establishing a comprehensive marketing plan designed to market the State as a
tourism destination.� The marketing plan shall be completed no later than six
months following the effective date of this act, P.L.��� ,
c. (C. )
(pending before the Legislature as this bill).� The plan shall include, but may
not be limited to:

���� a.���� the designation of
target geographic markets within the United States and abroad for the purpose
of marketing New Jersey as a destination;

���� b.��� a plan for the branding
of the State as a destination, or extending existing branding to target
markets;

���� c.���� the development of an
overall advertising strategy in accordance with the provisions of P.L.��� ,
c.��� (C.��������� ) (pending before the Legislature as this bill), including
national, regional and foreign advertising, a publications and communications strategy,
and an Internet tourism information system;

���� d.��� the development of a
program, in concert with both public and private partners, including regional
and local Chambers of Commerce, for Statewide and regional cooperative
marketing;

���� e.���� the development of a
uniform tourism signage program for a broad range of tourism activities, which
may be by tourism sector or otherwise, in order to create readily identifiable
tourist sites, including by tourism sector type, which shall be designed, fabricated,
and maintained in a consistent fashion.� The division may create a fund to
receive contributions from persons, businesses or organizations to develop
uniform signage for each tourism sector, including directional signage and
signs identifying specific sites, and provide the signs to the Department of
Transportation, county and municipal governments, and specific tourism sites or
districts;

���� f.���� the integration of a
database of potential travelers in the marketing plan, including group travel
organizations and tour operators, which database shall be established and
maintained by

the Office of Tourism Research
pursuant to section 1 of P.L.�� , c.�� (C.������� ) (pending before the
Legislature as this bill), with members of the tourism, hospitality, and travel
industries in the State;

���� g.��� the provision of
information and assistance to tourism-related businesses in obtaining financing
for the enhancement of tourist attractions;

���� h.��� the development of a
program designed to provide for (1) the distribution of information about New
Jersey as a destination through a promotional and educational program,
including familiarization trips for domestic tour operators, tour wholesalers,
travel agents, and consumer and travel trade media, and (2) cooperation with
airlines, hotel chains and individual hotels in arranging and promoting travel
packages targeted to general travelers and travelers with interests in specific
tourism sectors as identified by the Office of Tourism Research pursuant to
section 1 of P.L.��� , c.��� (C.�������� ) (pending before the Legislature as
this bill);

���� i.���� the identification of
primary international markets for the promotion of the State as a tourist
destination, including the distribution of information and educational programs
directed toward increasing the awareness of New Jersey within the international
travel trade, including travel agents, tour operators and tour wholesalers. The
plan shall include a program to encourage the promotion of New Jersey in travel
packages offered by international airlines serving the New York, Philadelphia,
and New Jersey markets, through promotional and sales materials tailored to
target international markets, and through trade missions and trade shows; and

���� j.���� an analysis of how, as
part of the marketing plan, the division may use the services of New Jersey
trade offices overseas, other agents in the business of promoting the export of
New Jersey products and services, or Visit USA Committee or similar committees
or centers established under the aegis of the federal government, to promote
this State as a tourist destination.

���� 4.��� (New section)� a.� The
division shall, either directly or through consultants with expertise in the
field, provide training and assistance to persons or business entities in the
tourism, hospitality, and travel industries to facilitate the growth and expansion
of tourist facilities and attractions. Training shall include, but may not be
limited to:

���� (1)�� resource management and
development;

���� (2)�� product development;

���� (3)�� tourism business
development;

���� (4)�� identifying and
positioning new tourism product lines through targeted marketing; and

���� (5)�� assistance in obtaining
financing from private and public sources to fund improvements for tourist
attractions through such sources as may be available, including, but not
limited to, grants to fund direct improvements to natural resources and
historic sites through programs of the United States Army Corps of Engineers.

���� b.��� The division shall also
establish educational and informational programs directed toward individuals or
business entities that are interested in starting and operating a tourism
business; investing in the State's tourism industry; or wishing to expand an
existing tourism operation.

���� 5.��� (New section)� The
division shall create a set of free mobile applications for download to smart
phones and other mobile communications devices for use by tourists, travelers,
and members of the public to facilitate tourism activities in this State. The mobile
applications shall be developed for various tourism, hospitality, and travel
categories, which shall include, but may not be limited to, navigation,
attractions, dining, and entertainment. In developing the mobile applications,
the division shall evaluate similar tourism-oriented mobile applications
developed for use in other jurisdictions. The division may contract with
private mobile application developers after a competitive process to develop
the applications required under this section.

�����
6.��� Section 8 of
P.L.1977, c. 225 (C.34:1A-52) is amended to read as follows:

���� 8.��� The director, upon
consultation with the council, shall develop a 10-year master plan for the
growth of tourism for presentation to the Governor and the Legislature no later
than February 1, 1979.

���� The plan shall include, but
not be limited to, consideration of the following:

���� a.���� New Jersey's need for
additional job opportunities and for tax revenues;

���� b.��� The optimum distribution
of the tourist industry throughout the State and the effect of such industry on
the environment;

���� c.���� The upgrading and
improvement of the facilities and services available to tourists in New Jersey;

���� d.��� The development of
tourist destination areas attractive in appearance, manageable in terms of
densities, and with wholesome recreational opportunities;

���� e.���� The protection and
preservation of shoreline areas;

���� f.���� The providing of access
to shoreline areas for tourists and the assurance of the rights of residents to
the use of public beaches and public beach access areas, surfing and fishing
sites, hiking trails, and other recreational sites and scenic areas;

���� g.��� The reconstruction,
maintenance, and preservation of sites which have been important in New
Jersey history and American history;

���� h.��� The promotion of various
cultural and ethnic holidays, observances, and� festivities and of
understanding by visitors and residents of the social and� cultural
contributions of all ethnic groups and people residing in New Jersey;��
[
and
]

���� i.���� The desirability and
the feasibility of creating a Department of Tourism
; and

����
j.���� The resources needed
to foster and encourage a robust tourism sector through the training and
assistance of tourism industry businesses
.

(cf: P.L.1977, c. 225, s.8)

���� 7.��� Section 9 of P.L.1977,
c.225 (C.34:1A-53) is amended to read as follows:

���� 9.��� In the pursuance and
promotion of a State policy on tourism, the division, at the direction of the
Secretary of State, shall:

���� a.���� Provide and promote
adequate opportunities for county and municipal participation, federal agency
participation, and private citizens' involvement in the decision-making process
of tourism planning and policy formulation;

���� b.��� Encourage all State,
county, and municipal governmental and private agencies to do their utmost to
assure the personal safety of residents and tourists both within and without
tourist destination areas;

���� c.���� Take whatever
administrative, litigable, and legislative steps as are necessary to minimize
the problems of tourists in not receiving contracted services, including
transportation, tours, hotels;

���� d.��� Attempt to reconcile and
balance the activities and accommodations of the tourist with the daily
pursuits and lifestyles of the residents;

���� e.���� Develop an
understanding among all citizens of the role of tourism in New Jersey, both in
terms of its economic and social importance and the problems it presents,
through appropriate formal and informal learning experiences;

���� f.���� Cooperate with the
Department of Education to promote throughout the educational system of New
Jersey an awareness of New Jersey history and culture;

���� g.��� Ensure that the growth
of the tourist industry is consistent with the attainment of economic, social,
physical, and environmental objectives in any State plan and county plans that
are adopted;

���� h.��� Continuously monitor and
evaluate the social costs of growth of the tourist industry against the social
benefits;

���� i.���� Emphasize in the
State's tourism promotional efforts the high quality of the State's natural and
cultural features;

���� j.���� Promote the tourist
industry through such activities as Visitors Bureaus and similar county and
municipal agencies, and assure that the tourist industry contributes its fair
share of the cost of such promotion;

���� k.��� Request and receive from
any department, division, board, bureau, commission, or other agency of the
State, or any political subdivision or public authority thereof, such
assistance and data as may be necessary to enable the division to carry out its
responsibilities under this act;

���� l.���� In consultation with
the council, review annually and, if necessary, revise or update the 10-year
master plan developed pursuant to section 8 of P.L.1977, c.225 (C.34:1A-52),
and submit a report to the Governor and the Legislature containing an evaluation
of the preceding year's activities and developments in tourism and the
revisions recommended in the master plan;

���� m.�� At the direction of the
council, operate the division's Travel and Tourism Cooperative Marketing
Campaign Program;
[
and
]

���� n.��� Establish and operate
the division's Travel and Tourism Advertising and Promotion Program
; and

����
o.��� Develop and deliver
training programs for current or potential tourism businesses to foster a
robust tourism sector in this State
.

(cf: P.L.2007, c.253, s.6)

���� 8.��� Section 10 of P.L.1977,
c.225 (C.34:1A-54) is amended to read as follows:

���� 10.� The council shall:

���� a.���� Aid the division in the
formulation and updating of the 10-year master plan developed pursuant to
section 8 of P.L.1977, c.225 (C.34:1A-52) and the annual review thereof;

���� b.��� Consider all matters
referred to it by the Secretary of State;

���� c.���� Make recommendations to
the division on any matter relating to tourism and the tourist industry in New
Jersey and to those objectives and responsibilities specified in sections 8 and
9 of P.L.1977, c.225 (C.34:1A-52 and C.34:1A-53);

���� d.��� Direct the division to
review the spending of funds by the regional tourism councils and provide
comments and recommendations to such councils on the spending of funds when
appropriate;

���� e.���� Direct the division to
encourage the development of local marketing organizations, including but not
limited to destination marketing organizations and convention and visitor
bureaus;

���� f.���� Direct the division to
ensure that a recipient of funding by the Department of State for tourism
promotion is in compliance with all terms of the funding agreement, and that
the recipient's promotional message is consistent with the promotional message
for the State established by the Secretary of State;

���� g.��� Direct the division on
the operation of the division's Travel and Tourism Cooperative Marketing
Campaign Program;

���� h.��� Commission the New
Jersey Center for Hospitality and Tourism at Richard Stockton College of New
Jersey to conduct an annual survey and analysis of New Jersey's tourism
industry for the purpose of providing data to improve the effectiveness of
tourism promotion.� The council shall direct the division to make the survey
and analysis results available to tourism groups throughout the State.� In a
year during which the New Jersey Center for Hospitality and Tourism is unable
or unavailable to conduct the survey and analysis, the council shall choose
another entity to conduct the survey and analysis for that year
.� The survey
and analysis required to be commissioned pursuant to this subsection shall be
in coordination with the Office of Tourism Research in order to avoid
duplication
; and

���� i.���� Perform other duties as
assigned by the Secretary of State.

(cf: P.L.2007, c.253, s.8)

���� 9.��� This act shall take
effect immediately.

STATEMENT

���� This bill establishes the Office
of Tourism Research in the Division of Travel and Tourism in the Department of
State, and requires the office and the division to take specific measures
concerning tourism advertising, marketing, research, and training for tourism-related
businesses.

���� Under the bill, the Office of
Tourism research would coordinate and undertake ongoing research on the travel
and tourism market within the State, which research would support and inform
the tourism marketing activities routinely undertaken by the division and the
tourism industry. The office would conduct research to create a database of
potential travelers, which would be incorporated into current marketing
strategies. The potential travelers would be targeted as primary audiences for
general, regional, seasonal, and specialized travel within the State. The office
would also develop an appropriate methodology to routinely conduct an ongoing
survey of the effectiveness of the State�s travel and tourism marketing
activities. In addition, the office would develop a comprehensive survey of the
State�s tourism assets and identify and organize tourism attractions into at
least seven sectors. These sectors would include, but would not be limited to,
heritage; amusements and entertainment; scenic attractions; sports and
outdoors; retail; agricultural, food and beverage; and meetings and convention
tourism.

���� The bill also directs the
Division of Travel and Tourism to contract with outside marketing experts after
a competitive process to establish a comprehensive marketing plan designed to
market the State as a tourism destination within the United States and abroad.
The marketing plan would include the designation of target geographic markets;
the State�s branding as a tourist destination; an overall advertising strategy;
Statewide and regional cooperative marketing; uniform tourism signage; the
integration of a database of potential travelers developed by the office into
the marketing plan; information and assistance for tourism-related businesses
in obtaining financing for enhancing tourist attractions; the distribution of
information to the travel industry and others about New Jersey as a
destination; the identification of primary international markets; and an
analysis of how the division may use the services of New Jersey trade offices
overseas to promote the State as a destination.

���� The division is also directed
under the bill to provide training and assistance to persons or business
entities in the tourism, hospitality, and travel industries, either directly or
through consultants who are experts in the field. The training would aim to
facilitate the growth and expansion of tourist facilities and attractions.
Training would include, but may not be limited to, resource management and
development; product development; tourism business development; identifying and
positioning new tourism product lines through targeted marketing; and
assistance in obtaining financing from private and public sources to fund
improvements for tourist attractions. For potential tourism businesses, the
division would establish educational and informational programs directed toward
individuals or business entities that are interested in starting and operating
a tourism business; investing in the State's tourism industry; or wishing to
expand an existing tourism operation.

���� Finally, the bill directs the
division to create a set of free mobile applications for download to smart
phones and other mobile communications devices for use by tourists, travelers,
and members of the public to facilitate tourism activities in this State. The
mobile applications would be developed for various tourism, hospitality, and
travel categories. These categories would include, but would not be limited to,
navigation, attractions, dining, and entertainment. In developing the mobile applications,
the bill requires the division evaluate similar tourism-oriented mobile
applications developed for use in other jurisdictions. The division is
permitted to contract with private mobile application developers after a
competitive process to develop the applications.�

���� The bill amends current law to
require the division to consider the resources needed to foster and encourage a
robust tourism sector through the training and assistance of tourism industry
businesses.

The bill also amends current law to
require the division to undertake such tourism business training, and to avoid
duplication in the research activities undertaken by the Office of Tourism
Research established under the bill and the existing New Jersey Tourism Policy
Council.