MORRISTOWN, NJ   Tourism in Morris County contributed a record 2.1 billion to the local and state economy in 2016, according to the lieutenant governor.

Lt. Gov. Kim Guadagno announced on Thursday, March 9th at the New Jersey Tourism Conference that the state's tourism industry generated $44.1 billion, a 2.9 percent bump over 2015. Morris County’s expenditure rose by 3.3% in the same period.

Leslie Bensley, Executive Director of the Morris County Tourism Bureau commented that, “This marks the seventh straight year of tourism growth for Morris County. We could not be more pleased with this upward trend that reflects the continued growth and economic power of tourism to our county.”

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Morris County ranked as the 8th most productive county out of 21 in regards to total tourism activity in 2016. Nearly 22,000 people were directly employed in tourism industry, which represent 5.5% of the Morris County work force.  Additionally, $290,000,000 taxes were added to state and local coffers, an increase of +2.8%.  Bensley added, “Morris County is a work horse for the State of New Jersey – we consistently bring in leisure and business travelers who enjoy our 5,500 hotel rooms along with some of the most revered history and cultural attractions in the northeast.”

The report, prepared by Tourism Economics measures this industry by providing a methodology for calculating tourism GDP that enables comparisons of the importance of tourism to other sectors of the NJ economy.

Ever cognizant of the importance of growing tourism in Morris County, The Morris County Tourism Bureau recently undertook a branding exercise to elevate their marketing efforts.  The old logo, which for 20 years reflected the business nature of the organization, has now been upgraded to a destination-focused logo – Discover Morris County, Est. 1733.  The goal is to drive more visitation to our area with this clear and more specific branding campaign that includes a new logo, an integrated color scheme and playful fonts along with the soon to be unveiled makeover of the morristourism.org website.