Understanding Tourism: Nebraska's Sleeping Giant

A Connects program in partnership with the Nebraska Tourism Commission

Air Date: 02/01/2024

The tourism industry is Nebraska's third largest economic driver, behind agriculture and manufacturing.

The industry includes restaurants, hotels, destinations, activities, unique businesses, natural wonders, vibrant cities and off-the-beaten-path towns. Several partners work together to make it successful. It’s something easily taken for granted, like water from the tap. You just turn it on and know it will come out. But…what happens if you don’t devote time and resources to tourism and bring awareness to it? The sleeping giant stays asleep and the state's economy suffers the consequences.

In “Understanding Tourism,” people who work in the industry shed light on the importance of supporting tourism. Nebraskans, whether they think so are not, are affected by tourism, therefore making it in their best interest to see it succeed.

When people visit Nebraska, residents’ taxes are subsidized. And, when attractions and unique businesses open in areas, local residents also partake, making their quality of life better.

The Nebraska Tourism Commission, along with it’s industry partners work together to promote Nebraska as a destination. One way they do that is with the Nebraska Passport Program, where people can pick up a booklet and earn prizes to make as many stops as possible throughout a summer. This helps promote destinations people may not have known existed and also boosts business for those who take part.

With proper handling of resources and continued effort put into promoting the industry, the giant will awaken, and Nebraska’s tourism potential will continue to succeed.