From her roots in Fairbury, Nebraska, to her time in the Hospitality, Restaurant and Tourism Management program in the College of Education and Human Sciences, Madison Johnson ('19) has always been passionate about making people feel welcome. As passport coordinator at Visit Nebraska, she helps thousands of travelers discover hidden gems across the state. We asked her about her HRTM experience, what fuels her passion for tourism, and the advice she has for today’s students working toward a career in hospitality.
Can you share a little about yourself, including your background, time in HRTM, and what you are up to today?
I grew up on an acreage outside of Fairbury, but now live in Lincoln with my husband, Parker, and our yellow Lab, Ellie. Our first baby is expected to join us this December. I was in the HRTM program from the start of my time in college and it was a perfect fit for me. From August 2015 to May 2019, I soaked up coursework, worked multiple internships, and met friends I still have today.
You earned your degree in Hospitality, Restaurant and Tourism Management—what drew you to that major, and how did your time in the program shape your career path?
While still in high school I remember telling my mom, “I want to make people happy for a living." We pondered different things that made folks happy – food, community, travel, family, and many other things came up. She had heard about the HRTM program and suggested it as an option since so many of those things fit under that umbrella. After looking into it, I knew it would be a great fit for my personality and career aspirations. Being able to explore the different aspects of the hospitality industry was very valuable to me. I found which areas I wanted to avoid and what got me excited. The hands-on learning I got while in college made my future so much clearer.
Were there any classes, faculty members, or experiences that were especially influential on your journey?
I served as a teacher’s aide for Dr. Ajai for two semesters in his catering course. His mentorship and kindness had a significant impact on me, both personally and professionally. I truly enjoyed the hands-on nature of the class, especially the opportunities to gain real-world experience through events, floral design, catering projects, etc.
You are currently the passport coordinator at Visit Nebraska, can you share more about that work and how it impacts Nebraska?
I have such a fun job! I get to create and manage this amazingly beneficial program that sends folks to 70 unique destinations across the state. These places receive anywhere from 2,500 to 5,000 additional visitors to their stop from May to September of each year. The benefit of so many people traveling our state is hard to exaggerate, especially for the businesses in rural communities or lesser-known businesses in metro areas.
Can you walk us through what the Nebraska Passport program is and how people can be involved?
The Nebraska Passport is an annual summer travel program featuring 70 different destinations in every corner of Nebraska. The stops range from restaurants, parks, retail, roadside attractions, museums, or really anything that we think folks will enjoy! Visitors go to these destinations, collect stamps and then earn prizes based on the number of stops they go to. The program is completely free for participants and destinations. You can get involved by visiting the Nebraska Passport website and requesting a booklet or downloading the Passport app once the summer program kicks off again in the spring. We also have a mini-passport, Nebraska Holiday Passport, that will run from Nov. 14, 2025, through Jan. 11, 2026, this year which is similar to the summer program but features 24 stops all with an emphasis on celebrating the best time of the year.
Do you have a favorite Passport experience from this past season?
I can never pick just one favorite stop, but each year a few destinations really shine. Since the Passport changes every summer, there’s always fresh variety to explore. This year, we had an amazing mix of indie bookstores and cozy coffee shops—honestly, what could be better? Beyond the stops themselves, the most rewarding part is hearing from Passporters about the places they loved and the memories they made along the way.
Which skills or experiences from your hospitality education do you use the most in managing a statewide tourism initiative like this?
The summer and holiday passports are basically two large-scale events. They take a lot of planning and small details that all must come together. I learned a lot about time management, prioritizing, as well as people skills! You must be able to chat with anyone and get your message across effectively. My events and communication classes were vital for me, but you learn a lot from internships or just interacting with people in the industry.
Looking ahead to World Tourism Day in September, how do you hope the Passport Program continues to shape Nebraska’s communities and the tourism landscape?
The Passport is all about supporting small destinations and growing awareness of what Nebraska has to offer. I hope the program continues to be a ray of sunshine for the destinations featured and serves to be a conduit for families and friends to make lifelong memories. Growing a love of the state and the yearslong impact that can touch every aspect of living in Nebraska.
What’s one piece of advice you'd give to current HRTM students hoping to pursue a career in tourism?
Reach out and get to know people! Our tourism conference each February is a great way to get your foot in the door and start to meet folks in the Nebraska tourism industry. More generally, being enthusiastic and resourceful can go a long way to help you find your niche. Don’t be afraid to explore, discover how each aspect of the tourism industry is unique and find something that really speaks to you.
What does being a Husker alum mean to you?
I truly loved my time at UNL. The HRTM program was small enough to feel personal and connected, yet it also gave me access to incredible clubs, programs, and people I’ll always value. My experience not only strengthened my pride in being a Nebraskan, but also helped me grow and discover myself through both the highs and the challenges of college life.
What’s next for you? Are there specific goals or initiatives you’re passionate about?
I’m passionate about helping Nebraska’s tourism industry continue to thrive and show communities the value and opportunities right in front of them. The growth over the past few years has been incredible, and I’m confident it will only keep building. On a personal note, I’m thrilled about becoming a mom and we can’t wait to welcome our new addition!
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