Audubon’s Rowe Sanctuary has been awarded the 2026 Outstanding Agritourism or Ecotourism Entity from Nebraska Tourism.
The award recognizes outstanding contributions to Nebraska’s tourism industry and is given to an outstanding Agritourism and/or Ecotourism entity, such as outfitters, bird and wildlife watching facilities, working farms, or others that have had a substantial impact on the local, regional, and state tourism economy.
Sarah Focke, Director of Visit Kearney, shared, “Rowe Sanctuary is a deserving recipient of the Outstanding Agri/Eco Tourism Entity award. The Sandhill Crane migration would not be the strong tourism and economic driver it is for our region without the conservation work and leadership of Rowe Sanctuary. Through our partnership, we have seen firsthand how their efforts both protect this incredible natural resource and bring visitors to our community, supporting local hotels, restaurants, and businesses.”
A globally unique phenomenon, drawing visitors from afar
Each spring more than one million sandhill cranes descend on the Platte Valley of Central Nebraska. Stopping for several weeks to fuel up for their journey northwards, this is the largest gathering of cranes anywhere in the world.
Rowe Sanctuary was recognized for its role as one of the premier locations for the crane migration, with 20,000+ visitors annually. Visitation regularly includes residents from all 93 counties in Nebraska, and in 2025 Rowe Sanctuary hosted visitors from all 50 states and Washington DC. International visitors regularly hail from 20-40 countries annually, ranging from the UK to Japan, South Africa, Germany, and Australia.
Recent upgrades support visitor experience
In Dec 2024, Rowe Sanctuary opened its doors to a 12-million-dollar renovation and expansion of the Iain Nicolson Audubon Center, unveiling a 12,000-square-foot building to welcome visitors. This project provided several key updates to hospitality infrastructure, including a new layout for the gift shop, professionally fabricated educational exhibits unique in the valley, a rentable meeting space, and an expanded education space.
These upgrades have significantly affected Rowe’s ability to host visitors. In 2025, within a six-week period, Rowe offered nearly 90 separate educational experiences ranging from lectures, crane behavior classes, to art workshops and indoor viewing. Each of these programs provided education on cranes, the Platte River, factors affecting the local environment, and similar topics. In 2026, Rowe anticipates a similar number of offerings with even higher participation.
A significant economic impact
Ecotourism at this scale has an enormous impact on the local economy, as visitors from all over purchase lodging, meals, souvenirs, and use other amenities. In 2025, a commissioned study found that the sandhill crane migration generated an estimated $28 million in economic impact across a 13-county region and supported 219 full-time jobs.
This widespread interest has not gone unnoticed in the region, as Kearney was declared the “Sandhill Crane Capital of the World” in 2010.
Jonathan Nikkila, Mayor of Kearney commented: “Rowe Sanctuary is a shining example of how ecotourism can be a tool for furthering conservation goals. People come from all over the world to marvel at the natural beauty of Central Nebraska. That outside interest has fueled even more local pride in what we have here and an increased desire to see it preserved and protected.”
