To promote the Extraterrestrial Highway after its renaming, the tourism commission launched "The ET Experience" in July 1996. Tourists could contact the Nevada Commission on Tourism to receive a traveler's kit containing information about the highway, nearby cultural attractions, and area services. Visitors that patronized businesses in Rachel and central Nevada and submitted an account of their journey received Extraterrestrial Highway memorabilia. Stories from travelers were also published in a newsletter available to those that had completed the experience. Despite tourism generated by people searching for signs of alien life, only "an average of about 200 cars drive some portion of the Extraterrestrial Highway every day, making it one of the state’s least traveled routes."