Nebraska’s tourism industry is reaching new heights, generating $4.6 billion in GDP and ranking sixth nationally for sector growth. Last week, more than 250 stakeholders at the Tourism Conference in Lincoln heard firsthand how innovative programs and out-of-state marketing are fueling success for both rural communities and urban centers alike.
“Nebraska’s third-largest industry – tourism – is thriving,” said Kerri Rempp, President of the Nebraska Travel Association (NETA). Rempp, who lives in Harrison, a village and county seat of fewer than 250 population in the northwest corner of the Nebraska Panhandle, added, “The enthusiasm and positive future outlook at the conference was palpable. You could feel it.”
Local success stories cited by Rempp include a small retail shop in Ashby (population 50) that saw sales double and visitation increase by 300% as a result of the Nebraska Passport Program, and new youth sports tournaments in North Platte that generated $1.3 million in visitor spending.
“NETA promotes economic growth and sustainability through job creation, rural and urban community development, and probably most importantly collaboration across all county borders for a strong tourism culture,” Rempp said.
“Curious visitors from out of state are critical to the economy of Sioux and Dawes County – of all counties – rural and urban – for that matter,” Rempp said.
“The importance of out-of-state spending in rural Nebraska cannot be exaggerated. In rural Nebraska, tourism is the number two economic engine behind agriculture. That is true in nearly all rural areas of the state – from the arid ranchland of the northwest Panhandle to the humid arbor forests of southeast Nebraska,” she said.
Dave Wolf, Executive Director of the Legacy of the Plains Museum in Gering and current member of the Nebraska Tourism Commission, emphasized there is no shortage of attractions in rural areas like the Panhandle.
“We are talking about real history, Native American culture, the Oregon Trail, grizzly bear attacks, early settlement, bizarre fossils, big game hunting, agritourism, not to mention Chimney Rock and Fort Robinson. There are amazing attractions across the state – things people want to see, if they know about them,” Wolf said.
“Tourism spending means more sales tax revenues coming from people who are not local landowners. The more we can rely on those sales tax dollars in places like Harrison, the more we can relieve the crushing burden of property taxes. It’s no secret that throughout rural Nebraska, we need to do everything we can to take pressure off local cattle ranchers and farmers. Believe me. I see it every day,” he said.
Jeanna Stavas, Proprietor and Innkeeper at the Whispering Pines Bed and Breakfast in Nebraska City, spoke of the importance of attracting visitors from outside the state.
“Nebraska City is a gateway to Nebraska. We need statewide promotion to draw and drive out-of-state visitors to our local attractions,” Stavas said.
“Local tourism organizations do not have the capacity to individually reach potential out-of-state visitors. The Nebraska Tourism Commission’s focus on that objective in recent years has been key to the growth we’ve seen in tourism spending in rural areas. We are relieved and excited by that significant uptick,” she said.
Rempp also praised the new tourism marketing campaign launched Thursday at the Conference.
“Our state’s new “Nebraska. All Heart.” campaign reflects the spirit of Nebraska’s greatest asset – its people,” Rempp said.
Rempp complimented the recent appointment of Jenn Gjerde as its new Executive Director.
“Jenn is a life-long Nebraskan who brings years of experience to the position as well as fresh ideas. We believe it’s critical that she values the importance of collaboration. We believe she will take Nebraska tourism in all corners of the state to the next level,” she said.
Tourism: A Major Economic Engine
Tax Revenue Growth: In 2010, when tourism was under the DED, the industry generated $187 million in tax revenues. By 2024, that figure had increased to $323 million.
Industry Size: Tourism is the state’s third-largest industry, and often the second-largest in many rural areas.
Economic Contribution: According to the Bureau of Economic Analysis, Nebraska generated $4.6 billion in tourism Gross Domestic Product (GDP) from 2023–2024, placing the state sixth in the country for GDP growth in the key accommodation, food services, arts, entertainment, and recreation sectors.