The state of Kentucky enjoyed its best year for tourism in 2023. It generated a record $13.8 billion in economic impact, Gov. Andy Beshear says. The Kentucky tourism sector supported 95,000 jobs, as tourism remains a key segment of the commonwealth's economy. The Governor joined state tourism leaders to celebrate the second straight record-breaking year for tourism economic impact in Kentucky. "More and more people want to visit Kentucky, creating more experiences for their families while generating jobs for Kentuckians," said Gov. Beshear. "Kentucky is on the biggest tourism and economic roll of our lifetime, and this is a direct result of investments in building a thriving, welcoming tourism industry." According to a study by Tourism Economics, 79.3 million travelers visited Kentucky in 2023, a 4.5% increase from 2022. Those travelers spent a total of $9.7 billion across the state including $2.28 billion on lodging, and $1.26 billion on recreation and entertainment. Tourism, Arts & Heritage Cabinet Secretary Lindy Casebier said: "Today's numbers emphasize the importance of tourism to Kentucky's economy and the impact created by all of our local partners." Kentucky tourism also had a record-breaking 2022, generating more than $12.9 billion in economic impact. In November 2023, Gov. Beshear announced nine new tourism development projects are set to generate an estimated $292.1 million in economic investment. These projects also expect to create 550 jobs once operational.

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Kentucky Tourism is working on a number of new and recently launched initiatives and tourism campaigns to boost out of state and international tourist arrivals. It ranges from a video series showcasing different regions across the state to a new tourism initiative highlighting unique areas.   Appalachian Triangle of Kentucky Initiative On March 1, the Appalachian Triangle of Kentucky (ATKY) initiative launched, representing an effort led by a coalition of eight counties and cities in Southeastern Kentucky. Through an expressive marketing campaign, the ATKY campaign aims to make the area a tourist hub for visitors seeking authentic experiences. Although home to well-known destinations like Cumberland Falls and Daniel Boone National Forest, the initiative aims to highlight a wide range of diverse attractions and cultural heritage.   2024 Official Kentucky Visitor's Guide Earlier this year, the Kentucky Department of Tourism unveiled the 2024 Official Kentucky Visitor's Guide, Team Kentucky's official travel companion. It equips travelers with everything needed to plan a trip, whether exploring regions or specific interests. There are regional itineraries, travel tips, and other valuable resources for touring the commonwealth. The 2024 Visitor's Guide also highlights a year of milestones, including the 150th anniversary of the Kentucky Derby, the centennial celebration of Kentucky State Parks, and the 25th anniversary of the Kentucky Bourbon Trail.   Visitors Guide promotional video Launched alongside the 2024 Official Kentucky Visitor's Guide, the "Fireside Fortune" video series is a six-episode exploration of outdoor adventures in Kentucky. Featuring an adventurous out-of-state family, each episode showcases surprise activities set in Kentucky's natural landscapes. The initiative adds to the Visitor's Guide by introducing a visual component, designed to enrich the overall visitor experience.   Joy Ride Campaign Explore Kentucky's Bluegrass Region with the Joy Ride tourism campaign, originally launched in 2023 and continuing until the end of 2024. This campaign encourages "slow travel," inviting travelers to leisurely explore Kentucky's scenic byways and charming towns. A recent project, the "Memory Math" campaign, which ran until February 15, 2024, showcased classic car advertisements on eBay. These ads feature vintage cars set against Kentucky's iconic landmarks. It shared their life stories through the "memory math" of their owners. The Joy Ride campaign will continue until the end of 2024, with additional ad campaigns planned throughout the year.

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  Long before September was declared U.S. National Bourbon Heritage Month in 2007, Louisville, Kentucky, has been shining a spotlight on America's Native Spirit. Once considered the “Wall Street of Whiskey” before prohibition decimated the industry in the 1920s, Louisville has recently undergone a city-wide renaissance largely thanks to the rising popularity of the Kentucky-born beverage. In 2013 the city began to reclaim its Wall Street of Whiskey title with the opening of the Evan Williams Bourbon Experience, which kicked off a Bourbon resurgence throughout the city. A decade later, new hotels, restaurants, cocktail bars, and festivals are riding the Bourbon wave as Louisville holds strong to the title of 'Bourbon City'.   Here are some of the top reasons to visit Louisville this September:   Venue Openings   The Last Refuge: GRAMMY Award and Nobel Prize-winning American songwriter Bob Dylan is opening a bar, restaurant, and music venue inside a 150-year-old church in Louisville's vibrant NuLu neighbourhood late this September. A homeplace and brand experience for Dylan's co-owned whiskey brand Heaven's Door, The Last Refuge will feature a retail store selling Heaven's Door products, Dylan's albums and books, a bar with a towering whiskey wall featuring over 1,500 whiskey brands, and a music venue occupying the church's former sanctuary on the second level. Phase 2 of the project will include the opening of an accompanying art experience which will showcase some of Dylan's artwork, multimedia displays, and curated work by other Kentucky artists. https://www.heavensdoor.com/distillery   Festivals   Bourbon & Beyond: Proclaimed the "World's Biggest Bourbon & Music Festival,” Bourbon & Beyond brings four days of award-winning musicians to Louisville's Highland Festival Grounds, September 14-17. Headliners include Brandi Carlile, The Killers, The Black Keys, and Bruno Mars, along with dozens of other internationally known acts. In addition to incredible music, more than a dozen distilleries will be on-site, offering over 100 different varieties of rare, vintage, and experimental bourbon expressions to taste. Culinary experiences include intoxicating celebrity and Kentucky chef demos, great eats from local restaurants, and local and regional vendors. https://bourbonandbeyond.com   Louder Than Life: Named the “Largest Rock Festival in America” in 2019, Louder Than Life will feature an incredible line-up of musicians at Louisville's Highland Festival Grounds September 21-24, with headliners Foo Fighters, Tool, Avenged Sevenfold, and Green Day all taking the stage over the four-day event. Local food and drink culture will also be incorporated into the festival's culinary offerings with pop-ups from popular Kentucky whiskey brands and local Louisville restaurants. https://louderthanlifefestival.com   Additional September Festivals: - WorldFest | Aug. 31- Sept. 4 - Parrotheads in Paristown | Sept. 1-2 - Louisville Pride Festival | Sept. 9 - Big Four Arts Festival | September 9-10 - Kentucky Bourbon Festival | September 15-17 (Bardstown, KY)   Hotel Openings   The Myriad Hotel: During the 70's when disco-funk, flares and glitter balls were all the rage, Louisville laid claim to producing over 90% of all disco balls lighting up the dancefloors across America. Fast forward to 2023 and it a former disco ball factory in Louisville's Highlands neighbourhood that is about to be given a new lease of life. The Myriad hotel will open mid-September and feature 65 guest rooms, including 15 different room styles and two bunk rooms, along with high-end amenities including an outdoor pool & club, Mediterranean-inspired Paseo restaurant (opened in June), and vibrant café and cocktail experience Switchboard, offering grab and go coffee and pastries, space to work remotely, and a selection of curated cocktails. https://www.myriadhotel.com   While planning a trip to Louisville, download a copy of Louisville Tourism's annual Visitor Guide to see the city's top attractions, culinary hotspots, and bourbon distilleries. Visitors also can get additional city attraction, lodging and dining assistance at www.gotolouisville.com.

  Airbnb unveiled this year's top summer travel trends, including the top 10 trending destinations in the U.S. So, where are people already searching for this season? Travel + Leisure notes that according to Airbnb, the No. 1 trending destination in the U.S. based on 2023 first-quarter searches is none other than Louisville, Kentucky.   Although the recent Kentucky Derby was factored into the results, the travel magazine noted “Louisville makes perfect sense for summer searches. After all, it's home to the Muhammad Ali Center, the Kentucky Derby Museum, and the Louisville Slugger Museum & Factory, and it doesn't get more American summer than that.”   Earlier in the year, Louisville won recognition as one of the '52 Places to Travel in 2023' on a worldwide list curated by the powerhouse newspaper and mass media company, The New York Times. Bourbon City was also one of the 10 cities on Travel + Leisure's 2023 list of 'Best Food Cities in the U.S.' Louisville was awarded a spot on the coveted list for the city's independent restaurant scene and Urban Bourbon Trail® (UBT) offerings.   Additionally, the city was listed as well as one of the '10 Most Underrated Romantic Destinations Around The Globe' by Travel Pulse due to the city's “inclusive and queer-friendly atmosphere making it a safe and romantic destination for couples of any type who love bourbon, architecture and fun.” The publication highlighted having “the ultimate bourbon tasting at Old Forester, which has the first openly gay master taster.”   Bourbon City is typically lauded with recognition throughout the year, with national and international accolades coming from several prominent national travel and tourism authorities as well as merits as a strong seasonal destination. See the 2022 list.   This summer, Airbnb is expecting more than 300 million people to travel using the home-sharing platform, adding that people have already planned visits to more than 72,000 cities and towns around the world for the summer.   While planning a trip to Louisville, guests can download a copy of Louisville Tourism's annual Visitor Guide to see the city's top attractions, culinary hotspots and bourbon distilleries. Visitors also can get additional city attraction, lodging and dining assistance at gotolouisville.com.

  There are few American sporting events with the history and popularity of the Kentucky Derby. Since 1875, the race has continuously produced “The Most Exciting Two Minutes in Sports,” uninterrupted – even when coinciding with profound historical events like the Great Depression and two World Wars. Its rich traditions – sipping a mint julep from a silver cup, donning a beautiful hat and belting out “My Old Kentucky Home” with fellow race fans – have become just as iconic as the race itself.   The Kentucky Derby takes place on the first Saturday in May every year. More than 150,000 fans gather under the iconic twin spires of Churchill Downs, with millions more watching at home, but any Kentuckian will tell you: there’s nothing like the real thing.  

 

The Road to Derby Day

  Twenty horses compete in the Run for the Roses® – a larger field size than most horse races, which typically average eight. Those 20 horses must first travel the Road to the Kentucky Derby, a series of 35 races taking place at tracks across the country and the world. Points are awarded to the top four finishers in each of those races, and the 20 horses with the most points earn a coveted spot at the starting gate at Churchill Downs. The Derby is the first race in the legendary Triple Crown of Thoroughbred Racing, followed by the Preakness Stakes and the Belmont Stakes.  

Kentucky Derby Fast Facts:

Grade: Grade I stakes race Horses: Three-year-old thoroughbreds Distance: 1¼ miles Surface: Dirt Purse: $3 Million

 

More Than Just a Race

  The race itself lasts just two minutes, but the Derby is more like a marathon. In fact, Derby Day is just one aspect of the month-long Kentucky Derby Festival, which kicks off with Thunder Over Louisville, one of the largest annual fireworks displays in the country.   In the leadup to the Kentucky Derby, there are several other horse races that deserve your attention. Locals love Thurby, a race held the Thursday before the Derby. The next night, Kentucky Oaks is America’s premier race for three-year-old fillies (female horses). Whichever race you attend, be sure to visit the paddock to see the horses up close.   Learn more about the Kentucky Derby >  

Kentucky Derby Museum

    Every Day is Derby Day at the Kentucky Derby Museum! Explore two floors of interactive exhibits, take an exclusive tour of historic Churchill Downs and get your heart racing and emotions soaring watching the Museum’s signature 18-minute movie on a 360°, 4k high resolution screen.  

Learn more about the Kentucky Derby Museum >