By Allison Peck
Tourism spending in Lincoln County reached $124.6 million in 2025, increasing 6.7% from the previous year and outpacing statewide growth, according to a new study prepared for the Nebraska Tourism Commission.
The annual travel impact study, conducted by Dean Runyan Associates, found visitors spent $4.72 billion across Nebraska in 2025, an increase of 2.6%. Lincoln County's growth was more than twice the statewide rate.
Lisa Burke, executive director of Visit North Platte, credited collaboration among local tourism partners, hotels, attractions and retailers for helping draw visitors to the area.
“Strong partnerships are what help us grow,” Burke said. “Our tourism partners, hotels, attractions and retail work together every day to welcome visitors, and the events we host give people even more reasons to come to North Platte and stay.”
The study found travel spending generated $34.3 million in direct earnings in Lincoln County in 2025, including wages, salaries, benefits and business-owner income attributable to visitor spending. Travel-related purchases also generated $11.1 million in direct tax receipts for state and local governments, a 9.3% increase from 2024.
Tourism continued to support approximately 1,400 full- and part-time jobs in the county.
The impact of travel spending extends beyond individual businesses, supporting employment and generating tax revenue through purchases such as lodging, meals, fuel and retail goods. Statewide, tourism supported nearly 42,000 jobs and generated $339.5 million in state and local tax revenue, an increase of $16.2 million from the previous year, according to the Nebraska Tourism Commission study cited by Gov. Jim Pillen's office.
More recent figures suggest tourism activity in Lincoln County has continued to grow in 2026.
The county collected $185,578.31 in lodging tax in August, an increase of $25,530.48, or 15.95%, compared with August 2025. Year-to-date lodging tax collections were up $101,485.58, or 10.61%.
Lincoln County's August increase outpaced several neighboring areas. Hall County, which includes Grand Island, collected $155,157.59 in lodging tax, up 2.52% from the previous year. Keith County, which includes Ogallala, collected $92,563.06, an increase of 6.82%. Buffalo County, which includes Kearney, collected $170,397.02, down 12.16%.
Visit North Platte works to attract visitors, events and groups that encourage overnight stays and generate economic activity in the community. The organization says it is developing new events for 2027.
The travel impact figures include spending by Nebraska residents traveling within the state, visitors from elsewhere in the United States and international travelers.
The annual study was prepared by Dean Runyan Associates for the Nebraska Tourism Commission.