After a summer tourism season that appears to have generated mixed results following challenging federal policy changes, officials in South Jersey are optimistic as they look ahead to next year.

Several high-profile events that have the potential to generate big tourism dollars are coming to the region in 2026, including the FIFA World Cup soccer tournament.

A number of the venues hosting World Cup games next summer will be within driving distance of South Jersey, including Lincoln Financial Field in Philadelphia and MetLife Stadium in East Rutherford.

Economic-impact estimates vary and can often be inflated. However, the international soccer tournament’s potential to boost South Jersey’s tourism economy was one of the key topics of discussion during a recent state legislative hearing on tourism that was held in Atlantic County, an epicenter of New Jersey’s tourism industry. 

“Folks are not just coming to watch the individual matches,” said Hilary Chebra, director of government affairs at the Chamber of Commerce of Southern New Jersey. “They’re coming for the full experience.”

“While they’re here, we want to make sure they experience our beautiful beaches, our wonderful wineries (and) our gorgeous farms,” Chebra said. “So making sure the region is ready to invite these visitors is going to be huge.”

But it’s not just the World Cup that has officials excited about 2026.

A local ‘trifecta’

Also coming next year is the commemoration of the nation’s founding 250 years ago. New Jersey played a key role in the American Revolution and is expecting to see a boost in heritage tourism as visitors come to the region for the national celebration.

At the same time, Philadelphia, across the Delaware River from South Jersey, is the host of Major League Baseball’s all-star game next summer, providing another opportunity for the region to welcome tourists.

Taken together, there’s a “trifecta” of major events coming in 2026, said Michael Egenton, executive vice president of government relations at the New Jersey Chamber Commerce.

Egenton urged policymakers to double down on marketing efforts, and to continue improving transportation infrastructure so the region can take full advantage.

“Visitors need safe, well-maintained roads to access these tourism destinations, or reliable public transportation options,” Egenton said.

In all, New Jersey hosted more than 123 million tourists in 2024, according to the latest annual tourism impact report released by the New Jersey Department of State. And those tourists spent a record, $50.6 billion last year, which was up 3% from the prior year.

Atlantic County hosted about 20% of the tourists who visited New Jersey last year, the most for any of the state’s 21 counties. Moreover, tourism supported 55,000 jobs in Atlantic County, according to the report.

While final figures are still being collected for the 2025 summer tourism season, several officials described it as a mixed bag during a recent panel discussion held at Stockton University’s Atlantic City campus.

Atlantic City casinos generated strong revenues this summer, including from legalized online gambling and at their brick-and-mortar locations. The seaside resort also enjoyed a steady stream of events hosted at its convention center, officials said. But total employment softened, as have initial hotel tax revenues, they said.

Canadian tourism

“My sense is that there was some good news, but also some pockets that kind of leads me to believe maybe some other folks didn’t have as banner of a year as they did a year ago,” said Oliver Cooke, an associate professor of economics at Stockton University who participated in the panel discussion.

One of the key concerns heading into the summer was how new policies enacted by President Donald Trump could impact the Jersey Shore tourism industry.

Among them was an ongoing trade war that has riled relations with Canada, a country that typically sends a steady flow of tourists down to places like Wildwood during the summer months.

Ben Rose, director of marketing and public relations for the Greater Wildwoods Tourism Authority, said there was a drop off in tourism business generated from Canadian visitors.

But as the summer approached this year, officials increased efforts to attract more Latino tourists to help fill the void, Rose said.

“It worked out very well,” he said. “We had a nice increase in that business.”

However, aggressive tariffs Trump has placed on foreign goods ended up being a concern for many Jersey Shore businesses.

“We have to raise our prices, so people start spending less,” said Feras Shawi, the owner of the Brewberry Café, a coffeeshop located in Atlantic City.

Looking ahead to next year, the preparations for the World Cup tournament was also a big topic during the panel discussion hosted by Stockton University.

“A game is only 90-minutes long,” said Rose, who also serves as president of the New Jersey Tourism Industry Association.

“What are (spectators) doing the rest of the time? We want them to tour New Jersey and visit all of the great assets that we have,” he said.