The Nebraska travel counselor program at rest areas will conclude after September 14 due to state budget cuts. This program, which has been in place for over 50 years, has played a crucial role in supporting Nebraska’s tourism industry, which contributes $4.6 billion to the state economy.
Travel counselors like Clark Kolterman, who work at rest areas, have been instrumental in promoting local destinations and providing travelers with information. However, budgetary constraints, exacerbated by an unexpected $307 million in income tax refunds, have led to significant staffing reductions over the years.
Jenn Gjerde, executive director of Visit Nebraska, noted that the program’s phased reduction was seen as a necessary adjustment, with plans to leverage technology and increase signage to maintain tourist engagement. The role of travel counselors has evolved, with fewer visitors using rest stops compared to past decades, and many destination organizations now operate their own visitor centers.
Counselors like Doris Bowman expressed sadness over the program’s end, emphasizing the personal connections they formed with travelers. While travel counselors have seen changes in visitor tracking methods and demographics, their commitment to promoting Nebraska remains strong until their program concludes. After September 14, efforts will shift towards enhancing the state’s online resources to cater to modern travelers relying more on digital information.
