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Debate over moving tourism promotion to DED exposes split between state and local tourism leaders

Banking, Commerce and Insurance Committee ยท February 24, 2026

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Summary

LB1142 would return administration of Nebraska's tourism promotion to the Department of Economic Development (DED). Supporters say consolidation aligns branding with talent recruitment and increases efficiency; tourism commissioners, hoteliers and regional leaders warned the change could dilute local representation and expertise.

Senator Brian Harden told the committee he introduced LB1142 to move responsibility for the Nebraska Visitors Development Act back to the Department of Economic Development (DED), arguing state tourism marketing should be aligned with talent and business recruitment and present a unified message about Nebraska.

Maureen Larsen, the DED director, testified in support and said the department already invests in tourism projects and has a "Good Life is Calling" message that could be integrated with statewide talent attraction efforts. She said DED had handed out a packet listing approximately 150 projects totaling over $268 million in tourism-funded projects in the past five years.

Industry witnesses were divided. Kerri Rempp and other local tourism leaders said an independent Tourism Commission, created in 2012, has focused marketing that lifted Nebraska tourism in recent years and ensured geographic representation. Critics argued that consolidating tourism into DED risks diluting destination-focused advertising and that the commission and its county-based representation helped raise out-of-state awareness for rural destinations.

Hotel and hospitality groups urged better collaboration but noted the tourism commission has improved outcomes since separation in 2012; they called for clearer performance metrics rather than structural change. Senator Harden and DED registrants said they are willing to work with stakeholders and consider amendments. The committee closed the hearing after multiple pro and con testimonies and will weigh an interim study and proposed amendments.