Nebraska Invites Travelers to Discover the Good Life in Its Small Towns

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Long known as a stretch of prairie most travelers pass over, Nebraska is working to change its reputation. And in towns like Alliance and Valentine, visitors are discovering family-friendly adventures ranging from quirky roadside attractions to kayaking rivers under star-studded skies.

The state’s “Good Life is Calling” campaign aims to redefine Nebraska’s image, highlighting communities where art, history, and outdoor recreation meet. For families willing to look beyond the highway, small towns are offering experiences that blend affordability, adventure, and the kind of warm welcome that makes visitors feel at home.

Alliance, a town of about 8,000 in western Nebraska, has developed a reputation for creativity and community spirit. At the edge of town sits Carhenge, a replica of England’s Stonehenge built entirely from vintage cars. The roadside attraction, once considered a curiosity, has become a centerpiece of the town’s identity, drawing travelers off U.S. Highway 385 to wander among the painted autos arranged in a circle.

Downtown, families find a slower pace and a creative undercurrent. The Carnegie Arts Center, housed in a restored library, showcases regional artists, children’s workshops, and traveling exhibits that connect small-town Nebraska with the broader art world. 

Just outside town, Dobby’s Frontier Town offers a hands-on history lesson: a reconstructed pioneer settlement with clapboard storefronts, log cabins, a saloon, and even a jailhouse where kids and adults alike can imagine life in another era.

Hannah Robinson, who grew up in Alliance, left for college but later chose to return. Now working with Box Butte Development Corporation, she helps promote tourism in the region. Robinson says she takes pride in her hometown and enjoys showing visitors what makes Alliance a unique place.

About three hours northeast, Valentine sits in the heart of Nebraska’s Sandhills, a region of rolling grass-covered dunes that feels far removed from the interstate. For families, the town of roughly 2,700 offers a gateway to outdoor recreation.

The Niobrara River winds through the valley, drawing kayakers and tubers during the summer months. Outfitters line the riverbanks, offering equipment rentals and shuttles, making it easy for families to float past limestone cliffs, waterfalls, and cottonwood groves. Along the way, it’s not uncommon to spot bald eagles overhead or deer grazing on the bluffs.

At Smith Falls State Park, visitors hike a short trail to Nebraska’s tallest waterfall, cascading 63 feet into the Niobrara. The nearby Fort Niobrara National Wildlife Refuge offers another side of the outdoors, with trails through prairie grasslands and the chance to see herds of bison and elk.

Evenings bring a quieter kind of adventure. At the Nebraska Star Party, held near Merritt Reservoir, visitors spread blankets on open fields to take in some of the darkest skies in the Midwest. Bob Rose, a resident of Tucson, Ariz., came once and was so impressed he returned this year. “The sky is unbelievable,” he said. “I had such a great time last year that I decided to come back again.”

Visitors often talk about Nebraska's attractions, but many say it’s the people who leave the lasting impression. When my rental car fell through, Jordan Diedrich of Twin Cities Development Association handed over his own keys for the week, no questions asked. “That’s just the way people are here,” a fellow resident said. “You look out for each other.”

Hospitality also runs through the Valentine's tourism office. Regina Osburn, tourism director in Valentine, is known for her enthusiasm and local knowledge. “She has so much love and passion for her job that she can recommend the perfect activities for every type of family and vacation,” one visitor said. “Stop in and chat with her, and you’ll leave with more ideas than you have time to try.”

The sense of community extends to those who have chosen Nebraska as home. At one riverside park, a staffer from Iowa said he moved to Valentine because he loved the outdoor lifestyle. “Working along the Niobrara has been my favorite job ever,” he said, gesturing to the river. “I get to spend my days outside, surrounded by this.”

While the attractions make for good itineraries, locals say what keeps people rooted is harder to quantify. Again and again, residents tell a similar story: they grew up in towns like Alliance or Valentine, left for school or careers, and eventually found their way back.

“There’s nowhere else that gives you the same sense of home,” said one Valentine resident. “You know your neighbors. People show up for each other. That’s something families feel when they visit, too.”

That sense of belonging is part of what Nebraska is banking on with its tourism push. The “Good Life is Calling” campaign doesn’t just sell attractions; it sells the idea of community as part of the travel experience.

For families weighing vacation options, Nebraska’s appeal lies in both affordability and authenticity. Lodging in small towns often comes at a fraction of big-city rates, while outdoor attractions like the Niobrara or Dobby’s Frontier Town cost little more than the price of admission or a day’s rental.

At the same time, travelers can experience slices of Americana that feel less packaged than larger destinations. Small-town festivals, summer concerts, and local wineries provide an opportunity to slow down. Parents can share a bottle of Nebraska-made wine while kids play cornhole on the lawn — a simple moment that resonates long after the trip.

For many travelers, Nebraska has long been shorthand for the miles between one destination and another. The campaign, and the communities behind it, are working to change that perception. In Alliance, the car sculptures of Carhenge now appear on postcards and tourism brochures. In Valentine, the Niobrara River has been recognized as a National Scenic River, raising its profile among paddlers and conservationists.

The combination of quirky attractions and natural beauty is winning converts. “I came with no expectations and left with a list of things I still want to do,” said one visitor after kayaking the river and attending a dark sky party. “It feels like discovering a hidden part of America.”