POST Podcast with Visit North Platte's Lisa Burke
Story by North Platte Post Staff
North Platte, NE — As National Tourism Week kicks off across the country, North Platte is taking the opportunity to shine a light on the people and businesses that make the local tourism industry thrive. Visit North Platte, the city’s tourism bureau, will host its annual Excellence in Tourism Luncheon on Wednesday, May 7, 2025, at Venue 304, celebrating outstanding service and the vital economic role tourism plays in Lincoln County.
Lisa Burke, Executive Director of Visit North Platte, spoke with The POST this week about the importance of tourism and the recent findings of a comprehensive economic impact study. The results, which reflect tourism activity in 2023, underscore the industry’s massive contribution to the local economy.
According to Burke, tourism generated $121 million in Lincoln County that year alone. “Every other year we have a group that does a study for us—an economic impact study—and the last one was for the year of 2023,” she said. “They told us that $121 million is generated in Lincoln County due to tourism spending. It's also tied to 1,530 jobs, and those jobs bring in an income of $34 million. So tourism has a big impact on Lincoln County and everything that we do.”
But that’s not all. The study revealed that tourism contributes $10 million in tax revenue, reducing the tax burden for local residents. “I know nobody likes to talk about taxes,” Burke said with a smile. “But if there was no tourism in Lincoln County, the average household would have to pay an extra $735 a year to counteract the taxes generated from local tourism.”
In 2023, nearly 600,000 visitors explored North Platte and surrounding areas. The average traveling party consisted of 2.3 people, stayed two nights, and spent an average of $381 per day—a testament to the strength of the region’s hospitality, attractions, and small businesses.
To recognize the people behind those experiences, Visit North Platte will present five ‘Excellence in Customer Service’ awards at Wednesday’s luncheon. The categories include:
- Excellent Service within a Hotel
- Excellent Service within a Restaurant
- Excellent Service within a Retail Establishment
- Excellent Service at an Event
- Excellent Service within an Attraction
In addition, special honors will be given for Volunteer of the Year and the Hero of Tourism, acknowledging those who go above and beyond to make North Platte a welcoming and memorable destination.
“This is our chance to say thank you to the people who work hard every day to create positive experiences for visitors,” Burke said. “Tourism isn’t just about dollars—it’s about community pride, hospitality, and the stories we share with the world.”
The Excellence in Tourism Luncheon is open to the public, and Visit North Platte encourages locals to attend and show support for the individuals and organizations driving the region’s tourism success.