VALENTINE, Neb. -- Tourism season is about to kick off, and for some areas of Nebraska, that means big business. Valentine has experienced a significant uptick in visitors ever since the pandemic.

Business owners, including Tyler Brown, are noticing the difference. Brown is a lover of the great outdoors. He not only lives and breathes it, but that’s also how he makes a living.

“A lot of people spend time inside now,” Brown said. "I think people need to get out. They’d be more relaxed."

Brown started Tooth & Whisker Guide Service in Valentine in 2015. Last summer he bought Wright’s Bait Shop with his wife Andrea, and this week they’re moving to a new, larger location.

“Even tourists that come in, we tell them where they can go, including fishing opportunities and hiking opportunities,” Andrea said.

Those tourists have been hitting this area of the heartland more often since the pandemic.

“They bought their campers in 2020, and they want to use them,” said Cherry County Tourism Director Regina Osburn.

Despite the country being shutdown for several months in 2020, the Valentine area saw a 5% increase in visitors. The next year it shot up another 25% and has continued to steadily increase each year.

“One thing that you have to see is Smith Falls,” Osburn said. "We have a lot of firsts and seconds in our area, and Smith Falls is the highest waterfall in Nebraska."

Whether it’s for the waterfall, golfing, or fishing, the Browns hope their new building also means new business this tourism season.

“It’s important to have fresh air and feel like you're grounded to being outside,” Andrea said.