The highly anticipated 2025 Nebraska Passport program has officially opened its application process, inviting destinations across the state to become participating stops. This long-running program, now in its 16th year, has proven to be a unique way for travelers to discover Nebraska’s hidden gems while simultaneously boosting the visibility and economic benefit of participating locations.
Past stops have spanned a diverse range of experiences, including restaurants, museums, retail shops, breweries, wineries, outdoor adventures, and arts destinations. For travelers, the Nebraska Passport program offers a one-of-a-kind opportunity to explore the state in ways they might never have thought possible. The program encourages visitors to venture beyond the typical tourist spots and delve into lesser-known destinations, creating a sense of adventure and discovery.
With each stop, travelers collect stamps in their Passport booklets, unlocking not only a sense of accomplishment but also the chance to create lasting memories. From small-town eateries to quirky local museums, the Passport program has become synonymous with authentic, off-the-beaten-path experiences.
John Ricks, executive director of Visit Nebraska, emphasized the mutual benefits of the program: “For the past 15 years, businesses and travelers alike have benefited from the Nebraska Passport and from showing off the state’s hidden gems. Long-time Passporters and new visitors get to make new discoveries and long-lasting memories, and our Nebraska communities continue to see the economic benefit. Everyone wins.”
While the Nebraska Passport program may seem like a regional initiative, its impact on global travelers is noteworthy. By offering a curated guide to the state’s most unique destinations, the program has gained attention from international tourists eager to experience authentic, small-town America. The chance to visit a winery tucked away in the Nebraska plains or explore a quirky museum in a rural community adds an extra layer of depth to the travel experience. For visitors from abroad, the Nebraska Passport becomes more than just a guide—it’s a gateway to immersive travel that transcends typical tourist experiences.
As the program grows, it continues to attract a broader audience, making Nebraska a destination worth considering for those looking for something truly distinctive. The Passport stops provide not only local charm but also serve as a reminder of the state’s rich cultural and historical offerings, all packaged within the framework of exploration and fun.
Nebraska’s destinations interested in being featured in the 2025 Passport program have until November 30, 2024, to submit their applications. The requirements for consideration are designed to ensure that each stop offers an exceptional and memorable experience for travelers. Applicants are expected to provide excellent customer service, maintain regular and consistent hours (including weekends), and create a welcoming atmosphere for Passport participants.
A few of the key criteria include:
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Exceptional Customer Service:
Applicants must demonstrate a commitment to providing excellent customer service to all visitors.*
Consistent Hours:
Stops must be open on weekends and maintain regular operating hours throughout the year.*
Welcoming Atmosphere:
The atmosphere should be inviting and conducive to the Passport program experience.*
Unique Appeal:
The location should offer a unique experience that sets it apart from other stops and appeals to a broad range of travelers.Chosen stops will be notified in February 2025, and the full list of destinations will be announced in March. Each year, only 70 stops are selected from hundreds of applications, so while applying does not guarantee a spot, past applicants are encouraged to reapply. The selection committee looks for a variety of factors, including geographic diversity and unique themes that appeal to a wide range of travelers.
The Nebraska Passport program has become a powerful tool for local businesses, providing increased foot traffic, visibility, and sales. For many small businesses and lesser-known attractions, being selected as a Passport stop can be a game-changer, drawing in visitors who might otherwise overlook their destination. For travelers, whether local or international, the Passport program offers an enriching way to experience Nebraska’s diversity, from vibrant cultural hubs to quiet natural retreats. It turns the state into a playground for explorers, providing countless opportunities to discover something new with every visit.
The Nebraska Passport program is set to continue its legacy in 2025, inviting both seasoned travelers and first-timers to embark on a journey through the state’s hidden gems. With its unique blend of cultural, historical, and natural attractions, the program promises another year of discovery, fostering connections between travelers and the local communities that make Nebraska special.
