The Nebraska Tourism Commission, also known as Visit Nebraska, has introduced a new statewide tourism brand, “Nebraska. All Heart.,” replacing its previous tagline, “Nebraska, honestly it’s not for everyone,” which was retired in 2024.
Commission officials said the updated theme is designed to reflect how visitors and residents describe the state today and will anchor marketing efforts through 2026 and beyond.
According to Visit Nebraska, the new concept “celebrates the people, places and experiences that make Nebraska genuinely welcoming and refreshingly real.” The shift marks a tonal change from the former campaign, which drew attention for its unconventional approach.
While the previous slogan generated national awareness, it also prompted debate. Former Executive Director John Ricks has previously said the campaign achieved its goal of increasing recognition of Nebraska as a travel destination.
“We’ve had a lot of changes in the last two years, and everything has a shelf life. It was time for something new at Visit Nebraska,” said Jenn Gjerde, Marketing Manager at Visit Nebraska.
Gjerde said the new brand direction was informed by national data analysis and surveys examining perceptions of Nebraska. “People associate Nebraska with safety, family friendly, relaxation, wide open spaces, a place to slow down and disconnect,” she told KLIN News.
“But people also said Nebraska is genuine. Nebraska is full of hardworking people, integrity, and human qualities.”
The campaign includes a new cinematic promotional video produced by Nebraska-based company DigitalSkys, featuring the state’s landscapes, agritourism offerings, golf courses, trail systems, and small towns.
The creative assets will be distributed across broadcast, digital, social, print, and out-of-home channels throughout 2026. VisitNebraska.com will be updated to reflect the new visual identity, and major publications, including the 2027 Nebraska Travel Guide, will incorporate the refreshed branding. The campaign is expected to premiere in target markets this summer.
For tourism and hospitality operators monitoring destination branding trends, Nebraska’s shift illustrates how statewide marketing agencies are recalibrating messaging in response to post-pandemic traveler preferences.
Emphasis on safety, open spaces, and authenticity aligns with broader national demand for drive-to destinations and rural experiences.
Business owners in outdoor recreation, RV travel, and agritourism sectors may view the campaign’s focus on wide-open landscapes and small-town experiences as signals of where future marketing dollars and visitor traffic could be directed, particularly as the summer 2026 rollout approaches.