Unlocking Fort Lee Tourism Economy

Overview

Over the past 20 years, Fort Lee has transformed into a thriving town, boasting everything from its historical parks to popular Korean eateries. Businesses have flourished, and many families have moved in from the town’s promising education system. However, despite these assets, Fort Lee has been underutilizing one of its most significant opportunities—tourism.

With New York City attracting a staggering 66 million tourists, about 5% stay outside of Manhattan in towns like Fort Lee and Edgewater. Given Fort Lee’s strategic location just across the George Washington Bridge, it would seem logical for more of these tourists to explore the borough. Yet, despite the flow of visitors, many don’t stay long enough to discover the town’s unique attractions. According to a report by Tourism Economics, only main hotspots like Atlantic City, Jersey City, and Cape May contribute to New Jersey’s staggering tourism industry of $46.4 billion. But why not Fort Lee?

The Unfulfilled Potential of Fort Lee’s Location

Fort Lee’s location offers a significant advantage—just minutes from Manhattan, it’s a natural choice for travelers looking for affordable lodging. Hence, Fort Lee hotels see consistent demand, offering 15-25% lower rates than their Manhattan counterparts. However, this proximity to NYC has also made it a convenient stopover for most workers. 

For instance, the town’s valuable attractions, such as the Fort Lee Historic Park and its pioneering role in the American film industry, remain largely overlooked. Similarly, Fort Lee’s thriving Korean dining scene and the scenic beauty of the Palisades are not widely marketed as draws in themselves. With these assets under-promoted, many potential visitors are unaware of what Fort Lee offers. So, how can Fort Lee convert its strategic location into a tourism powerhouse? 

Targeting the Right Market

Fort Lee’s ideal target market is road travelers who spend the night in the town. These visitors already appreciate the affordability and convenience of Fort Lee’s hotels, and the borough can build on this by offering a richer cultural experience. One area with significant potential is culinary tourism.

Nationwide, ethnic food tourism grew by 7% in 2023, and Fort Lee’s vibrant Korean food scene is perfectly positioned to capitalize on this trend. With a 23% Korean-American population, the borough is home to some of the most authentic Korean cuisine outside of South Korea. By investing in digital marketing campaigns that promote its food scene, Fort Lee can attract food lovers from nearby areas like New York City and northern New Jersey. Showcasing this culinary gem could draw visitors who want to experience authentic Korean dining.

Highlighting History and Heritage

Fort Lee’s cultural and historical heritage is another underexploited tourism asset. Guided tours highlighting Fort Lee’s role in the Revolutionary War could attract history buffs from around the region. In fact, a 2008 National Trust for Historic Preservation study found that tourists interested in history and culture tend to stay longer and spend more than the average visitor.

The Impact of Local Festivals

Fort Lee could also make a more significant economic impact through local festivals. Studies show that festivals can generate between $100,000 and $500,000 for a community, depending on the event’s size and scope. Fort Lee already has a strong foundation in community events, including business networking, car events, and food festivals. Expanding these events—especially those focused on culture and cuisine—could attract local and out-of-town visitors, bringing in business revenue and creating a festive atmosphere that benefits the town’s tourism identity.

Conclusion

Fort Lee has the assets necessary to become a more vibrant and diverse tourist destination. The town has already undergone many redevelopments of homes and buildings. However, by promoting its rich food culture, expanding local festivals, and highlighting its historical significance, the town can attract a broader range of visitors and strengthen its local economy. With suitable investments and marketing efforts, Fort Lee can transform from a transit hub to a town with a rich history and culture.