The mission of the Nebraska Tourism Commission is to expand Nebraska’s dynamic and diverse travel industry making it more viable by creating awareness, attracting increased visitors which results in greater tourism revenue and economic gain throughout the state.
Realizing the state had a “brand apathy” issue as the least likely state to visit, Nebraska Tourism made a bold move with a new self-deprecating campaign, “Nebraska. Honestly, it’s not for everyone.” Since launch, Nebraska Tourism saw record lodging tax, a 25% increase in website traffic and is now 47 on the Portrait of the American Traveler list.
An economic impact study was completed at the end of the 2019 Passport season, the program generated nearly $23.7 million in traveler spending and over $2.9 in tax revenue. Consumer participation in the 2019 Passport program increased 50% over 2018. Thus, the main goal of the program having a significant economic impact on Nebraska’s tourism industry was met.