N.J. tourism rose in 2010, hits $35.5B

ATLANTIC CITY - Tourism in New Jersey was a $35.5 billion industry last year, up nearly 1 percent from 2009, Lt. Gov. Kim Guadagno told a tourism conference in Atlantic City on Thursday.

Tourism remained the state's third-largest industry after pharmaceuticals and chemicals.

Visitation to New Jersey was up by 4.6 percent, with 67.8 million tourists last year, Guadagno said.

But those figures are down from the level New Jersey's tourism industry reached before the recession hit. In 2007, tourism was a $38 billion industry, with 75.2 million visitors.

Guadagno said high gas prices should work to New Jersey's advantage this summer as vacationers stay closer to home and choose vacations at the Jersey shore.

She also said the state would resume a spring and summer advertising and promotional campaign that it could not afford last year.

In her remarks, Guadagno paid particular attention to Atlantic City and the state's effort to turn around the struggling resort, which is the nation's second-largest gambling market after Las Vegas but is in danger of losing that title to Pennsylvania, possibly as soon as next year.

Pennsylvania introduced gambling at slots parlors in 2006 and now has 10 casinos, including SugarHouse in Philadelphia, Parx in Bensalem at Harrah's Chester.

New Jersey has approved a tourism district encompassing Atlantic City's 11 casinos, its Boardwalk and other areas. The district will have vast authority over the areas, including making sure they are safe and clean. The state also rolled back many regulations the casino industry found onerous and expensive.