Kentucky Remains a Hot Shot in Tourism

Kentucky has a special place in the country’s culinary landscape. It’s, of course, the epicenter of bourbon (and by extension whiskey) and there is a certain Colonel who is an unofficial ambassador across the country.

Therefore, it’s not terribly surprising, yet it is extremely noteworthy that food and beverage tops the list of the state’s tourism economic impact report, released earlier this month by Tourism Economics. At $2.7 billion, F&B makes up 26% of visitor spending, followed by lodging ($2.4 billion), transport ($2 billion), retail ($1.9 billion), and recreation/entertainment ($1.4 billion).

If it sounds like Kentucky is overflowing with good travel news, it is. The $14.6 billion generated in economic impact in 2025 was the fourth-straight record. Gov. Andy Beshear credits tourism officials for being great mixologists to promote Kentucky’s many amenities.

“Another historic record-breaking year for tourism is more proof that we’re reigniting the American Dream in Kentucky by creating jobs, driving investment and fueling economic growth across the commonwealth,” said Gov. Beshear. “Whether it’s our bourbon, horse racing, state parks, main streets or big events, tourism is creating opportunities in our communities and showing people why our New Kentucky Home is the perfect place to visit, work and live.”

In 2025, 81.1 million visitors traveled to Kentucky, increasing 1.5% from the prior year. The Tourism Economics report attributes the growth almost exclusively to domestic tourism, noting the decline in international visitation. Not only did more travelers come to Kentucky, they spent more during their stays: Visitor spending increased 2.6% in 2025. Recreation was the major growth area, increasing 5.6% year-over-year, followed by food and beverage purchases.

Credit: Kentucky Department of Tourism.

Often, those two items can go hand-in-hand. The Kentucky Derby, the crown jewel of the state’s events, is synonymous with mint juleps. Louisville Tourism CEO Cleo Battle credits the destination’s appeal to staying true to its heritage, such as creating the Kentucky Bourbon Trail for visitors to plan a trip. Beyond tastings, the itineraries include shopping, hiking, biking, and lodging recommendations.

“Tourism is about more than visitation – it’s about telling Kentucky’s story. A strong tourism industry highlights our people, our culture and our authentic visitor experiences,” said Battle. “Visitation drives economic impact, leading to tourism investment and supporting a thriving future for Louisville and our state.”

Photo Credit: Kentucky Department of Tourism