TravelMole Interview with Nancy Byrne, executive director, New Jersey Office of Travel & Tourism

TravelMole Interview with Nancy Byrne, executive director, New Jersey Office of Travel & Tourism

TravelMole question: Is the travel market healthy these days, and do you see it continuing to be strong in the near future?

I am happy to report that the travel and tourism market in New Jersey is extremely healthy!  In fact, not only was tourism New Jersey’s fastest growing industry in 2005, but total tourism in the state grew 9.8% YOY and is forecasted to stay on the rise, with an additional 6.8% increase in visitation anticipated through 2008.  One of the areas we foresee the most growth for New Jersey in is business visits, where we anticipate gaining share as the economy continues to expand and business travel rebounds.

How do you promote New Jersey as opposed to other areas? 

We like to draw attention to some of the state’s unexpected pleasures.  The epitome of these pleasures is the state’s diversity of people, attractions, geography and destinations – and that diversity provides an appealing destination for both leisure and business travelers.  It is because of the variety of attractions – from gaming in Atlantic City and 127 miles of shoreline, to ski resorts in the northern portion of the state, and dog sled racing in the New Jersey Pine Barrens in the south, that we are able to promote the state as a true year-round destination. 

We have also strengthened our presence within New Jersey by developing cross promotions with publications such as New Jersey Countryside, where we are encouraging residents to showcase the state’s hidden gems by submitting photos of some of their favorite images in the state.  Advertising in key publications also remains high on our list, where we continue to promote the diversity of regions and activities throughout the state to emphasize all that New Jersey has to offer.

What travel trends do you see, and how are you addressing them?
Travelers are exhibiting confidence in the marketplace and an increased desire to seek out new adventures.  One way we are helping fulfill this desire is by publicizing some of the exciting ecotourism available throughout New Jersey.

Another one of New Jersey’s undiscovered gems for ecotourism is just five miles west of Manhattan in the Meadowlands.  The 32-square mile area is home to nearly 100 species of fish and shellfish and 200 bird species, including bald eagles that use the Meadowlands as a migratory stopover.  The Meadowlands Commission offers guided canoe and pontoon boat tours, as well as hiking trails throughout the area to provide a close-up look at the preservation taking place.

There’s been a lot of talk lately on how foreign visitors are discouraged to come to the US.  Are you doing anything about that or can you make some suggestions on what US travel industry should or might do?

International visitors are important to the overall US tourism market, and New Jersey is no different -We remain an inviting state for foreign visitors.  We need to stay visible to prospective visitors, to remind them that we are open for business and continue to be a great nation to visit. 

In recent months, we have begun broader advertising outreach in Canada and select Western European countries to reinforce that we stand ready to welcome visitors here in New Jersey.  After all, we offer a true sampling of America through our diversity, and we have a prime location along the eastern seaboard, served by five international airports – in particular, one of the busiest international air gateways to the United States, Newark Liberty International Airport.

What do you see as the place for foreign visitors in your market?

We have long been referred to as the gaming capital of the east coast, where Atlantic City continues to be a large draw for foreign visitors.  And, the 38-block long Wildwood boardwalk, with its world-class roller coasters, premier fishing, and nearby championship golf courses prove popular with our neighbors to the north in Canada.  We also have a strong contingent of Canadian visitors that vacation in Cape May each year.  Along with our 127 miles of shoreline, our proximity to New York City is another draw.    

Just a few miles west of Manhattan is New Jersey’s Gateway region, which has received a rebirth in recent years with new hotel construction and retail development, increasing its appeal to visitors interested in seeing New York City.  The region’s convenient accessibility to New York yet lower hotel costs, world-class shopping opportunities and close proximity to international attractions, such as the Statue of Liberty and Ellis Island, makes it an appealing choice for many visitors.

What impact is technology having on travel in general?

Destinations need to be savvy and find a way to stay relevant to today’s consumer.  To do this they need to ensure they are well-suited to engage a variety of visitors on their tourism site before they are given the opportunity to host them in person.  

We have put extensive time into revamping New Jersey’s tourism Web site to include information of relevance to a range of potential visitors, whether they are interested in a location for business or pleasure.  Easy navigation, a diverse listing of accommodations, a comprehensive calendar of events and real-time traffic reports, are all things that we have included on www.visitnj.org to make trip planning easier. 

Hotel market: what’s going on, a status report? What types of hotels are being built?

We continue to invest in a range of hotel construction projects statewide to maintain a competitive landscape with both regional and international visitors.  In 2005, we saw a 60% surge in construction on large hotels, resorts and accompanying retail facility expansions, particularly in Atlantic City, where hotels such as the Borgata and Showboat have seen significant upgrades.  In fact, the entire Jersey Shore continues to invest in construction developments to further enhance the region.

To appeal to visitors looking for something off the beaten path, this past summer a new four-season luxury resort opened in Vernon, New Jersey called The Appalachian at Mountain Creek.  Other properties due to open within the year include the W Hoboken Hotel and The Heldrich in New Brunswick, both of which are already receiving attention from a broad audience.

What’s the current status of the meeting market?

Companies go to great expenses to host memorable meetings and we are doing everything possible to ensure we have the perfect facility for virtually every need, industry and personality.   We pride ourselves on the quality and diversity of the meeting facilities and amenities we offer, and as more diverse inventory becomes available, we expect the industry to continue to grow.

For large meetings and conventions, we offer the comprehensive Meadowlands Exposition Center or the Atlantic City Convention Center– imagine hosting a company awards ceremony on the same floor where NBA greats have contested league championships.  If you are looking for something truly unique, how about hosting a function for up to 800 attendees on the massive fantail of the Battleship New Jersey at the revitalized Camden Waterfront.

Report by David Wilkening