Bourbon Tourism Growth Continues with 2.7 Million Visitors
FRANKFORT, Ky. – The Kentucky Bourbon Trail® welcomed a record 2.7 million visitors in 2024, marking its 25th anniversary with an award-winning rebrand and innovative digital tools to simplify planning this bucket-list adventure.
In 2024, visitors from all 50 states and over 20 countries across six continents explored Kentucky’s iconic distilleries, up from 2.5 million in 2023. This marks the third consecutive year surpassing two million visitors, with over 20 million total visits in the past 25 years.
“The combination of American history, picturesque scenery and legendary Kentucky hospitality continues to attract people from all over the world to get a deeper look into what makes our Bourbon family so special,” said Eric Gregory, president of the Kentucky Distillers’ Association (KDA).
A Legacy of Bourbon Tourism
Launched by the KDA in 1999, the Bourbon Trail™ offers an intimate look at crafting America’s native spirit. What began with seven distilleries has grown to 60, with more on the horizon. “Our Bourbon Trail™ distillers – from the largest to the smallest – continue to create new ways for visitors to experience our mellow, amber nectar,” Gregory said. “There’s more to do, see, and taste than ever before.”
The 25th anniversary rebrand introduced a bold new look, a revamped website, and digital tools like “Build Your Own Bourbon Trail®,” tailoring trips to individual preferences.
Economic Impact and Visitor Trends
Kentucky Bourbon Trail® communities benefit from an affluent, younger demographic:
- 62% of visitors earn over $100,000 annually
- 76% come from outside Kentucky
- Most stay three to five days, spending $600–$1,400 on dining, lodging, and more
Historically drawing from nearby states, 2024 saw increased visits from California, Colorado, Florida, Louisiana, New York, and Pennsylvania. Globally, Hotel News Now notes a 2025 trend toward unique destinations like the Bourbon Trail.
“The Kentucky Bourbon Trail knows no limits in its popularity, and I can’t wait to see where it goes in our next 25 years,” Gregory said. “The possibilities are endless, and we look forward to welcoming millions more to enjoy it – responsibly, of course.”
Award-Winning Rebrand
The reimagined Bourbon Trail™ campaign earned top honors at the 2025 World Icons of Whisky Awards in London for its digital experience, alongside accolades from the 2024 Kentucky Travel Industry Award Conference and others.
Plan Your Visit
Explore the Kentucky Bourbon Trail® at www.kybourbontrail.com. Partners offer dining, lodging, transportation, shopping, and non-bourbon experiences. Learn more about the KDA and bourbon’s $9 billion economic impact at www.kybourbon.com.
About the Kentucky Distillers’ Association
Founded in 1880, the KDA represents the Worldwide Voice of Bourbon™, producing most of the world’s bourbon. A nonprofit, it promotes responsible consumption and drives Kentucky’s economy with over 23,500 jobs and 2 million annual visits via the Kentucky Bourbon Trail®.
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