Officials are hoping people will show some love on Valentine's Day as the Jersey shore works to recover from Sandy.
New Jersey Lt. Gov. Kim Guadagno launched a public-private initiative on Monday to support shore restaurants, hotels and other businesses on Thursday and beyond.
The state says New Jersey's tourism industry had been on the rebound with tourists spending $38 billion on their visits in 2011. New visitor expenditures were just shy of the record $39.5 billion reached in 2007.
Out-of-state visitors accounted for 64 percent of all tourism revenue in 2011.
Guadagno hopes the program gets the word out that the Jersey shore is open for business.