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State uses travel writers to attract travelers
By: JENIFER CALANDRA, UNL Journalism Student
LINCOLN — One way tourism officials draw visitors to Nebraska is by sponsoring promotions for travel writers who call attention to places and events farther down the tourism funnel.
Jean Strauber, entertainment and travel editor and writer for the Government Center Gazette in Encino, Calif., was one of eight travel writers from across the U.S. who traveled to Omaha, Lincoln, Brownville and Winnebago in early September for an arts tour sponsored by the Division of Travel and Tourism.
“When people think of Nebraska, they don’t think of art,” said Sarah Baker, the travel division’s media relations coordinator and tour organizer.
When gas prices are high, Strauber said people want to know about travel opportunities before beginning to plan a vacation. And Nebraska shouldn’t be ruled off the list for a lack of interesting places to visit, she said.
The biggest misconception about Nebraska is that it’s flat, said Christian Hornbaker, director of the Division of Travel and Tourism. And, of course, Nebraska’s fame is linked to the Huskers. Hornbaker said the first question other travel professionals ask him at tourism conferences is, “How is your football team looking this year?”
To combat these narrow impressions, the division’s marketing plans showcase various attractions. Hornbaker said one of the biggest reasons people look at Nebraska as a destination is Omaha’s Henry Doorly Zoo. But visitors need to look beyond the zoo to see what else Nebraska has to offer.
Nancy Landess, manager of the Iowa tourism office, said Iowa has similar issues battling misconceptions about travel opportunities in the state.
“I think you need to talk about what the opportunities are,” she said. Once tourists pay a visit, “the reality of it changes their perception,” she said.
Hornbaker said the easiest way to overcome Nebraska’s bland connotation is to suggest locations and attractions to suit specific visitors’ interests through interest-specific marketing. Advertisements need to include informative images of Nebraska.
“You can’t just say, ‘Go to the Sandhills,’” Hornbaker said.
Iowa, like Nebraska, offers a wide variety of attractions from agricultural to ecological to historical. And much like Nebraska, vacations in Iowa leave wallets fuller than other locales.
Landess said the average daily spending for a typical traveling party in Iowa of 2.5 people is about $224, which includes lodging, transportation, entertainment, food and miscellaneous expenses. In Nebraska, it’s a bit less, costing about $200 daily for 2.4 people, the average size of a traveling group in Nebraska.
The Nebraska Division of Travel and Tourism offers travel books and highway maps to those who inquire about vacationing in the state. Hornbaker said the 2008 travel guide is the most popular so far and is useful both for Nebraska residents and visitors. The division originally printed 300,000 guides but had to print another 40,000 to meet demand.
In addition to tangible guides, the division also offers a copy of the guidebook on the Internet and e-mailed newsletters to satisfy the more tech-savvy tourist. Online advertising accounts for about 23 percent of the marketing budget, Hornbaker said.
Jean Strauber, entertainment and travel editor and writer for the Government Center Gazette in Encino, Calif., was one of eight travel writers from across the U.S. who traveled to Omaha, Lincoln, Brownville and Winnebago in early September for an arts tour sponsored by the Division of Travel and Tourism.
“When people think of Nebraska, they don’t think of art,” said Sarah Baker, the travel division’s media relations coordinator and tour organizer.
When gas prices are high, Strauber said people want to know about travel opportunities before beginning to plan a vacation. And Nebraska shouldn’t be ruled off the list for a lack of interesting places to visit, she said.
The biggest misconception about Nebraska is that it’s flat, said Christian Hornbaker, director of the Division of Travel and Tourism. And, of course, Nebraska’s fame is linked to the Huskers. Hornbaker said the first question other travel professionals ask him at tourism conferences is, “How is your football team looking this year?”
To combat these narrow impressions, the division’s marketing plans showcase various attractions. Hornbaker said one of the biggest reasons people look at Nebraska as a destination is Omaha’s Henry Doorly Zoo. But visitors need to look beyond the zoo to see what else Nebraska has to offer.
Nancy Landess, manager of the Iowa tourism office, said Iowa has similar issues battling misconceptions about travel opportunities in the state.
“I think you need to talk about what the opportunities are,” she said. Once tourists pay a visit, “the reality of it changes their perception,” she said.
Hornbaker said the easiest way to overcome Nebraska’s bland connotation is to suggest locations and attractions to suit specific visitors’ interests through interest-specific marketing. Advertisements need to include informative images of Nebraska.
“You can’t just say, ‘Go to the Sandhills,’” Hornbaker said.
Iowa, like Nebraska, offers a wide variety of attractions from agricultural to ecological to historical. And much like Nebraska, vacations in Iowa leave wallets fuller than other locales.
Landess said the average daily spending for a typical traveling party in Iowa of 2.5 people is about $224, which includes lodging, transportation, entertainment, food and miscellaneous expenses. In Nebraska, it’s a bit less, costing about $200 daily for 2.4 people, the average size of a traveling group in Nebraska.
The Nebraska Division of Travel and Tourism offers travel books and highway maps to those who inquire about vacationing in the state. Hornbaker said the 2008 travel guide is the most popular so far and is useful both for Nebraska residents and visitors. The division originally printed 300,000 guides but had to print another 40,000 to meet demand.
In addition to tangible guides, the division also offers a copy of the guidebook on the Internet and e-mailed newsletters to satisfy the more tech-savvy tourist. Online advertising accounts for about 23 percent of the marketing budget, Hornbaker said.
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