By 6:30 a.m., 67 sizzling air balloons fill the sky above Scotts Bluff County.

“It’s actually nice that small cities do these huge issues,” mentioned Wendy Wickard, a resident of Bridgeport, about 45 miles away. “It’s how we are able to maintain our little companies open. And it’s fairly right here. Nobody would ever come right here for no cause.”

Nebraska has lots stacked in opposition to it in relation to attracting vacationers. It’s too flat, and solely stuffed with cornfields, outsiders say. It’s flyover nation and no person lives there. In an annual survey accomplished by a world advertising company, Nebraska ranked because the least-likely state for vacationers to need to go to for 5 straight years ending in 2018. To combat that, Nebraska small cities have needed to get artistic, internet hosting occasions that may solely occur with wide-open areas and clear skies. Issues like stargazing. Turning acres of land into sports activities complexes. And internet hosting sizzling air balloons.

For six days in August, an estimated 15,000 individuals flocked to Scotts Bluff County for the eighth annual Previous West Balloon Fest. And for the previous 4 years, the pageant has hosted the U.S. Nationwide Scorching Air Balloon championship, drawing in much more balloons and extra individuals from throughout the nation and Canada.

County tourism officers have calculated that the nationwide championship brings in $2.56 million every year — a giant deal for communities whose largest business after agriculture is tourism.

Tourism in Nebraska is a $3.6 billion business that’s rising, mentioned John Ricks, govt director of the Nebraska Tourism Fee. Partially, he mentioned, the expansion has stemmed from the viral — but controversial — “Actually, it’s not for everybody” marketing campaign launched in 2019, an try to alter “model apathy” towards Nebraska and get the state on extra individuals’s trip “procuring listing,” Ricks mentioned.

Modifications to journey habits due to the pandemic, in addition to a push towards sports activities tourism in rural areas, have additionally helped improve guests.

Nebraska has climbed from the least seemingly state for vacationers to need to go to to forty fifth, in keeping with the annual Portrait of American Vacationers report. This 12 months, 1 / 4 of these surveyed mentioned they had been excited by visiting the state, in comparison with 17% in years previous.

The tourism fee has additionally seen net site visitors develop — and in some markets, like Chicago, the expansion has occurred organically, not due to any focused promoting.

However, even whereas rising, Nebraska tourism nonetheless lags far behind neighboring states. The 12 months earlier than the pandemic, Iowa drew in $9 billion in tourism. In 2021, Wyoming and South Dakota each introduced in about $4 billion via tourism. And Colorado guests spent a whopping $21.9 billion final 12 months.

“Our problem proper now’s to get extra eyeballs,” Ricks mentioned. “Extra individuals need to see our promoting, as a result of the promoting is de facto working.”

The pandemic prompted Nebraska tourism {dollars} to drop from $3.6 billion in 2019 to $2.1 billion in 2020, however Nebraska shortly bounced again to pre-COVID ranges in 2021. That speedy rebound shocked even state tourism leaders.

A part of the rationale: COVID modified what number of People deliberate their journey. They needed locations that had been much less crowded, the place social distancing was potential. Locations that had been extra reasonably priced and highway journey pleasant.

“All these elements simply principally described Nebraska,” Ricks mentioned.

Outdoors of Omaha and Lincoln, smaller cities have leaned into occasions that make use of the pure magnificence Nebraska has to supply, mentioned Brenda Leisy, director of the Scotts Bluff County Tourism Workplace. Within the Sandhills, it’s the deep darkish skies and star events. Alongside the Platte River, it’s the internationally identified sandhill crane migrations.

“I’m so sick of listening to the way it’s flyover nation and it’s flat,” Leisy mentioned. “Anybody who says that clearly has by no means been west of North Platte. That couldn’t be farther from the reality.”

In western Nebraska, the tourism pull comes from the sudden topography, she mentioned. The Robidoux Rendezvous, a motorcycle occasion that’s grown from 75 individuals to 500 in seven years, brings worldwide guests to Scottsbluff. The Monument Marathon attracts runners attempting to qualify for the Boston Marathon.

“Now we have all this open area. We simply have the flexibility to drag in occasions that no person else is attempting for,” Leisy mentioned. “There’s simply no comparability within the view you get right here whenever you’re collaborating in these sports activities.”

After which there’s the balloon pageant.

Western Nebraska’s climate, empty areas, clear skies and correct quantity of wind make the proper setting for a sizzling air balloon competitors — a key cause that Scotts Bluff County beat out all challengers for the nationwide competitors, mentioned Colleen Johnson, the pageant’s director. A competing city in Iowa acquired handed over for a similar bid as a result of it’s too sizzling, she mentioned.

Plus, you may’t land balloons in cornfields.

For the six days of the pageant, sizzling air balloons take over Scottsbluff and Gering. Storefronts show balloon decorations and indicators welcoming pilots. Native espresso retailers promote cookies formed like sizzling air balloons.

Whereas using her horse Comanche close to the Scotts Bluff Nationwide Monument, Pam Joern was flagged down by a volunteer desirous to take her and Comanche’s photograph with the balloons looming within the blue sky behind them. Then she satisfied Joern to return volunteer the following morning, as properly.

Rodney Watts landed his balloon — the Pollinator — in a Scottsbluff yard, a traditional incidence throughout the pageant. Nobody was residence, so he left them a bottle of champagne and a thanks be aware.

The Friday of the pageant, all the valley was dusty due to the variety of individuals chasing balloons down dust roads, Johnson mentioned. Locals got here out of their homes to observe. Vacationers stopped on the aspect of the highway to get photos.

“You go about your regular day — work, climbing the monument, the zoo — and you may see a balloon within the sky,” mentioned Scottsbluff resident Matt Blaylock. “All the traditional actions we’ve got, they’re particular this week.”

Internet hosting the nationwide competitors for 4 years gave the entire county a monetary increase, Leisy mentioned. This 12 months, accommodations had been booked at 98% capability. A survey of license plates throughout Saturday morning occasions discovered guests from 18 states and Canada.

Past eating places and accommodations, a balloon pageant brings its personal distinctive purchases — the native farmers’ co—op noticed boosts in propane gross sales from the almost 70 balloon pilots needing gasoline every single day, Leisy mentioned.

In western Nebraska, a part of the tourism technique is just taking individuals unexpectedly, Leisy mentioned, whether or not they’re driving via to get to Yellowstone, or coming for his or her little one’s sporting occasion.

Prior to now two years, Gering and Scottsbluff have added two new baseball complexes, bringing in groups — and households searching for actions earlier than and after video games. A nationwide youth baseball match brings in guests from 13 states every year, Leisy mentioned.

“As soon as we get them uncovered to the wonder and the wide-open areas and the truth that there’s no mild air pollution at night time and you may really see the celebs — they go residence and inform others about it,” mentioned Karla Niedan-Streeks, govt director of the Gering Guests Bureau. “That phrase of mouth is priceless.”

This 12 months was Previous West Balloon Fest’s final 12 months of internet hosting the nationwide competitors. However Johnson nonetheless plans to flood the sky with 50 balloons subsequent 12 months. She’s planning so as to add a balloon camp for youths. She hopes spectators and balloon pilots will return to Scottsbluff with the identical degree of pleasure.

“I’ve each religion I’m going to get you again as soon as I get you right here the primary time,” Leisy informed guests. “We simply want the chance to point out the remainder of the world what we’re all about. They usually maintain coming again.”