Visit Lincoln is looking to build on Lincoln’s sports tourism activity with additional events expected in the community next year.
Jeff Maul, Executive Director, Visit Lincoln (Photo Courtesy Visit Lincoln)
Executive Director Jeff Maul on 105.3 The Bone told KLIN’s Steven Hardesty Friday that he’s challenged Visit Lincoln’s sports staff to bring more events to the city in 2027.
“Looking at next year, I’ve challenged our director of sports to do a little bit more,” Maul said. “We’ve got some cool stuff that perhaps here in the next few months we can break with you… just some cool events that we’re going to have in the community next year.”
Maul did not disclose what events Visit Lincoln is pursuing.
His comments came as he discussed recently released figures showing continued growth in Nebraska’s tourism industry.
Travelers spent $4.72 billion in Nebraska during 2025, according to an economic-impact report prepared for the Nebraska Tourism Commission. That’s a 2.6% increase from 2024. Travel activity supported nearly 42,000 jobs and generated $339.5 million in state and local tax revenue, an increase of $16.2 million from the previous year, according to Nebraska Governor Jim Pillen’s office.
Maul said Lincoln is part of a broader statewide effort involving destinations including Omaha, Kearney and Grand Island.
“We all work together to drive the economy,” Maul told Hardesty.
Sports tourism has become an increasingly visible piece of Lincoln’s visitor economy. Earlier this year, Lancaster County approved millions of dollars in visitor-improvement funding for tourism-related facilities, including the Sandhills Global Youth Complex, Lincoln Sports Foundation and Lincoln Youth Football. SportsTravel Magazine highlighted Lancaster Counties efforts in an April 2026 report.
Visit Lincoln’s mission includes attracting sporting events, conventions, group tours and other events designed to increase visitation, hotel stays and economic activity in the city.