Visitor Profile
A Closer Look at Who’s Visiting—and Why They Keep Coming Back
Louisville Tourism’s Visitor Profile Study offers a detailed snapshot of the city’s visitors: who they are, where they’re coming from, what brings them here, and how they experience Louisville.
Conducted every few years, this research helps shape our marketing efforts and supports continued growth in the region’s $4.4 billion tourism economy.
Who's Visiting Louisville?
- Average age: 47 years old (up slightly from 43 in 2020)
- Majority female: 56% of visitors are female (In 2020, this was 57.4%. The US norm for gender splits is 51% Female and 49% Male.
- Household income: $85,880 (relatively consistent with past studies – The Bourbon visitor tracks at $100,304.)
- Travel party size: 3 people on average
- Most common companions: Spouse/partner and children under 18
- Repeat visitation is high: 91% of visitors had been here before, averaging 7.6 previous trips
Where Are They Coming From?
- Visitors most often came from Indiana, Ohio, Texas, Florida, and surrounding states
- Top cities included Indianapolis, Lexington, Chicago, and Cincinnati
- 61% of visitors drove their own car, while 20% arrived by plane
What Are They Doing Here?
Top reasons to visit:
- Visiting family/friends
- Vacation or weekend getaway
- Special events and bourbon experiences
Favorite activities:
- Dining out (48.7%)
- Shopping, museums, parks, and distilleries
- 52% of all visitors—and nearly 73% of overnight visitors—visited a local distillery
How Long Are They Staying?
The average length of stay is 3.1 days (compared to 2.6 from 2020).
What Are They Spending?
$476 average daily spend per party
- Up 62% from $293 in the 2019–2020 study
Top spending categories: lodging, dining, and shopping
Why It Matters
Visitors continue to describe Louisville as welcoming, affordable, convenient, and full of great food and fun experiences. The city’s high rate of return visitors, strong regional draw, and rise in spending all point to a tourism economy that’s thriving—and growing.