Gov. Pillen and Nebraska Tourism: Travel spending in Nebraska reached $4.72 billion in 2025

NEBRASKA, September 19 - CONTACT:

Laura Strimple, (402) 580-9495

Jenn Gjerde, Visit Nebraska, 402-471-3768

Gov. Pillen and Nebraska Tourism: Travel spending in Nebraska reached $4.72 billion in 2025

LINCOLN, NE -- Travel spending in Nebraska reached $4.72 billion in 2025, up 2.6% from the year before. That’s according to a newly issued report on the state’s tourism industry. The finding was one of many highlighted during a news conference by Governor Jim Pillen and Executive Director Jenn Gjerde of the Nebraska Tourism Commission.

“We say it all the time. In Nebraska, it’s the people, it’s the people of Nebraska,” said Gov. Pillen. “We have extraordinary attractions that we can brag about and enjoy right here. We don’t need to travel far to experience great tourism, connect with great people, and take in the sights and scenery of Nebraska.”

The report, prepared by Dean Runyan Associates, found that travel also generated nearly 42,000 jobs and $339.5 million in state and local tax revenue, up $16.2 million from 2024

“Here’s what I love about these numbers -- you can see what they mean in communities all across Nebraska,” said Gjerde.  “It’s another night at a hotel, dinner at a local restaurant, a stop at a small business or a tank of gas on the way to the next town. Those choices add up. Tourism is a major economic driver for Nebraska, and we continue to see that impact grow.”

That growth has continued beyond the period covered by the report.

Nebraska closed the last fiscal year with another record in lodging tax collections, narrowly topping the previous record. So far, this fiscal year, lodging tax collections are running about 26% ahead of the same time last year.

The annual Dean Runyan report looks at travel spending, jobs and tax revenue across Nebraska and includes information for individual counties. For instance, Buffalo County had the strongest growth among Nebraska’s top five tourism counties last year.  Paul Younes, whose family operates hotels and conference centers in Kearney, Grand Island and Hastings talked about the importance of creating relationships and what it takes to attract visitors.

“In Kearney, we work to bring people together as much as we can. We bring conventions and special events to Kearney, and we create so many opportunities here. Why does it work in Kearney? Because everybody works together. One person alone doesn’t do it; the whole community comes together,” said Younes. “Our job is to bring people to Kearney, ensure they have a great experience and welcome them back to continue to come.

“What excites me most is that we continue to see growth,” said Gjerde. “Tourism is no longer a nice-to-have. It supports jobs, brings money into our communities and generates tax revenue across the state. There is a lot of opportunity in front of us, and we’re going after it.”

In addition to the information contained in the Runyan Report, 2026 Future Partners research found that both recent and likely Nebraska travelers view the state as family-friendly, safe, welcoming, scenic and relaxing.

“We develop that relationship, loyalty, and mutual trust by showing them what we can do for them,” said Younes. “You could have all the facilities in the world wherever you want, but if you don’t have people like Nebraskans, you don’t have anything.”

“It’s really important that we quit being so humble, that we appreciate how extraordinary what we do truly is,” said Gov. Pillen. “We have to get the word out, and the first part starts with us. If we appreciate how extraordinary it is, the message gets out.”

Gov. Pillen speaks at news conference highlighting new tourism data for Nebraska

Jenn Gjerde speaks at news conference highlighting new tourism data for Nebraska

Paul Younes of Kearney speaks at news conference highlighting new tourism data for Nebraska

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