Gov. Beshear: $2 Million Awarded to 87 Tourism Organizations in 80 Counties To Boost Kentucky’s Tourism Industry and Economy

Funding allows tourism organizations to improve marketing efforts to attract more visitors

FRANKFORT, Ky. (Jan. 9, 2025) - Building on the New Kentucky Home initiative, Gov. Andy Beshear announced that 87 tourism marketing organizations across 80 counties are receiving $2 million through the Regional Marketing and Matching Funds Program.

"Kentucky's $13.8 billion tourism industry is essential to our economic success, helping create vibrant communities that people love to visit and call home," said Gov. Beshear. "This program helps tourism organizations by providing the marketing resources needed to showcase our commonwealth's unique experiences and rich heritage, which will bring even more visitors to our New Kentucky Home."

The breakdown of funding by region is as follows:

• $574,956 - Louisville Lincoln Region

• $361,123 - Bluegrass Region

• $257,969 - Western Waterland Region

• $233,048 - Northern Kentucky Tourism Region

• $197,775 - Cave Region

• $104,341 - Eastern Highlands South Region

• $98,094 - Green River Region

• $96,675 - Southern Kentucky Region

• $76,019 - Eastern Kentucky North Region

"The Kentucky Department of Tourism's Matching Funds Program has helped further our access to new visitor markets and keep up with emerging trends in our industry. We are able to entice more visitation to our region, thereby increasing local economic impact from tourists," said Bowling Green Area Convention and Visitors Bureau Executive Director Sherry Murphy. "From small business-owners to restaurant entrepreneurs, the more visitors we can bring into our area, the more support is given to these important, community-building businesses. Tourism in Kentucky has become a positive and necessary building block for our state and region development."

"This program is invaluable to communities like Owensboro, enabling us to multiply and amplify our message effectively," said Visit Owensboro President Mark Calitri. "The program provides a vital opportunity to share our story and extend our reach to broader audiences."

"The Tourism Regional Marketing and Matching Funds Program is a vital resource that empowers Rowan County and the Kentucky Appalachians to showcase the unique beauty, culture, and experiences our region has to offer," said Morehead-Rowan County Tourism Executive Director Joy Brown. "These funds allow us to create impactful marketing campaigns that attract visitors, support local businesses and strengthen our economy. Through this program, we can continue to share our story and welcome travelers to discover the heart of Kentucky."

The Regional and Matching Funds Program, administered by the Department of Tourism, provides local nonprofit tourism organizations with financial assistance for marketing. The matching funds allow organizations to develop and implement marketing strategies, attract travelers and showcase the unique cultural, historical and natural attractions of their regions. From fiscal year 2022-2024, the program has distributed $5.5 million.

"In addition to the statewide impact, tourism significantly influences communities across the commonwealth, many of them rural," said Tourism, Arts and Heritage Cabinet Secretary Lindy Casebier. "We are thrilled to support our local tourism organizations in doing what they do best: promoting their communities and all they have to offer."

"Over the years, the Matching Funds program has continued to be a valuable resource for our tourism partners," Kentucky Department of Tourism Commissioner Mike Mangeot said. "Through the program, we empower local organizations to amplify their storytelling, draw more travelers and boost the economies of communities across the commonwealth. Together, we're making Kentucky a must-visit destination for everyone."

To capitalize on Kentucky's historic economic momentum and record-breaking tourism success, Gov. Beshear recently announced New Kentucky Home, a strategic initiative to further drive economic investment, attract and retain talent and increase tourism across the commonwealth.

Earlier this year, the Governor announced that 2023 was the best year on record for tourism, with $13.8 billion in economic impact and 95,222 jobs. This followed a record-breaking 2022, when he announced that tourism had generated more than $12.9 billion in economic impact and secured 91,668 jobs in Kentucky that year.

Kentucky's impressive economic success over the last five years is a direct reflection of the Beshear administration's continued investments in the tourism industry.

In December 2024, Gov. Beshear announced that the commonwealth achieved another historic milestone, marking a new record with 10 new tourism development projects set to generate an estimated $2561 million in economic investment. These projects also are expected to create 1,696 jobs once operational.

The state's bourbon and spirits industry recorded its best year for growth in 2022, with over $2.1 billion in new investments and approximately 700 new jobs for Kentucky residents. The sector followed with a strong 2023, including $713.8 million in new investments and 229 full-time jobs. Since the start of his administration, Gov. Beshear has announced roughly 100 new location and expansion projects within the bourbon and spirits sector, contributing to over $4.2 billion in new investments and more than 1,800 full-time jobs for Kentuckians.

In 2022, Gov. Beshear announced $75 million in American Rescue Plan Act funding to boost the state's tourism industry and economy. Previously, the Governor dedicated $5.3 million in federal funding to 103 tourism and destination marketing organizations in 88 Kentucky counties.

Since the beginning of his administration, Gov. Beshear has announced more than 1,000 private-sector new-location and expansion projects totaling nearly $34 billion in announced investments, creating roughly 57,500 jobs. This is the highest investment figure secured during the tenure of any governor in the commonwealth's history.

For more information on the Regional Marketing and Matching Funds program and Kentucky Tourism, visit www.KentuckyTourism.com.

For the latest Tourism, Arts and Heritage Cabinet updates, follow the cabinet on Facebook, X, Instagram or LinkedIn. To learn more about tourism and arts in Kentucky, visit tah.ky.gov.

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