The Midsummer Festival (a Swedish Days Tradition) is a Great Reminder of the Varied Economic Impacts of Tourism

June 3, 2025

The Midsummer Festival, organized by the Holdrege Area Chamber of Commerce, celebrates its 50th anniversary this year. Nearly 6,000 attendees are expected to attend the events in Holdrege from June 19 through 21.

Midsummer Festival (A Swedish Days Tradition) is a wonderful opportunity to discuss the value of tourism on economic development and why additional festivals and community events should be supported.

"The Midsummer Festival is more than a celebration,” says Adam Hernandez, Communications and Events Coordinator for the Holdrege Chamber. “It’s a reflection of what makes Holdrege so special. It brings together families, friends, and visitors in a way that supports our local businesses, honors our heritage, and fills our community with joy. You can feel the energy downtown, it’s fun, it’s meaningful, and it reminds us just how strong our community really is."

A visitor to Phelps County today could become a new resident next year. However, current residents can also enjoy these events, sites, and activities. Here are a few reasons to embrace tourism in Phelps County.

There’s More to Do Than Meets the Eye

There’s something for everyone at the Midsummer Festival between the parade, street vendors, games, pickleball tournament, Silver Run (2-mile, 5K, and 10K), and the crowning of the Swedish King and Queen. However, this is just one event that Phelps County is known for. There are additional celebrations and festivities that support tourism and enrich the lives of residents throughout the year.

Residents and visitors can enjoy the Iron Horse Arts Festival on Saturday, August 23, which features vendors, musical performances, and delicious food from local restaurants. This year, there’s even a daytime concert for kids featuring the String Beans. The evening concert features “The Voice” finalist Jaelen Johnston.

“Events like this bring thousands of people to the area, creating economic opportunities for local businesses, restaurants, attractions, and hotels,” says Kristine Jacobson, Tourism Coordinator for Phelps County. “Local residents don’t often see Phelps County as a travel destination, but we have lots of events and attractions that are interesting to tourists.”

Tourists don’t have to visit during a big festival to find something to do in Phelps County. A few highlights include:

Additionally, the Holdrege Chamber manages the Discover 37 app (available on Apple or Google Play) and showcases events and activities for visitors to explore. Visit37.com is another valuable resource where tourists can request a visitor’s guide. Whether they are a long-time resident who wants to explore Phelps County or entertaining visitors for the weekend, anyone can see what’s happening around town.

Several Industries Benefit From Increased Tourism

Tourism has a bigger impact on the local economy than most people realize. In 2023, tourism brought in $1.8 million in earnings to Phelps County and created nearly 100 jobs. Every dollar spent on tourism generates $20.28 in revenue, increasing the sales and profits of local restaurants, stores, and hotels.

There are also benefits to employers outside of the service and hospitality industry. The people who visit Phelps County for an event like the Midsummer Festival could be their future employees.

“Many times, new residents begin as tourists,” says Jacobson. “They visit a place and like it so
much that they move there and become full-time residents and help grow the local population. This helps the local economy and keeps amenities, like schools, growing and thriving.”

Anyone can support tourism in Phelps County – it’s as easy as being nice to others. Residents welcome visitors to town when they meet them and share their favorite spots. Not only are they helping the tourists, but they are also building up their favorite businesses.

Festivals and Events Make Phelps County a Fun Place to Live

The Visit 37 theme is “Take a Break from the Fast Lane,” and invites tourists to enjoy the wide open spaces, lack of traffic jams, and friendly people in Phelps County. However, these are the same amenities that draw people to live here.

“We already know that Phelps County is a beautiful place to live with some of the best neighbors you can ask for,” says Ron Tillery, executive director of the Phelps County Development Corporation (PCDC). “But these events and activities make living here even more enjoyable. You’re never bored with the various art shows, live music events, and festivals around town. Each addition that attracts tourists also improves the lives of residents.”

It’s easy to focus on out-of-town visitors when talking about tourism, but residents can enjoy these amenities and destinations as well. Anyone can live like a tourist in Phelps County and fall in love with the different community events that occur throughout the year.

Keep Up With Economic Development in Phelps County

There are several economic development initiatives in place to grow Phelps County and prepare it for a bright future. Tourism is just one way to enrich the lives of residents while growing the economy. Keep up with PCDC to see what else it is working on.

Phelps County Development Corporation has the tools, information, and skills to assist you with relocation for your business or family. PCDC is ready to help with housing and project advocacy, including permitting, timely utilities, and financial assistance. Contact PCDC at (308) 995-4148 or pcdc@phelpscountyne.com today. To further explore “Why Phelps,” download the community guide.