Louisville Visitor Profile: Demographics & Motivations : GoToLouisville.com Official Travel Source

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Visitor Profile

Who's visiting Louisville?

Louisville's Visitor Demographics

Visitors are coming for day trips, overnight leisure travel, business and conventions with 86.1% of travelers in Louisville for leisure or personal reasons. Business travel including conventions and tradeshows made up 13.9%. Of the Louisville visitor market that is most likely Leisure Travel, this can further be segmented to individual leisure travelers, day-trippers and the motor coach or student group market. Of those segments, travelers are attracted to the city for a variety of reasons with 38% for “vacation or weekend getaway”. “Attending a special event” was the second primary motivator at 17.4%. The top activities listed by visitors are Museums (51.9%), Dining (51.7%), Bourbon Tasting (43.9%), Distillery Tour (39.1%).

Some key findings we know about the Louisville visitor:

  • Average age of visitors to Louisville is 42.9 years (This was 43.4 in 2015).
  • Average household income is $90,915. (The Bourbon traveler has a combined household income of $100,304).
  • Female - 57.4%, Male – 39.3% (Gender is split for US norm is 51% Female and 49% Male).
  • 66.8% of overnight travelers to Louisville came with a partner or spouse and 26.2% traveled with children (38% in 2015).
  • The average length of stay for an overnight visitor is 2.6 days.
  • On average, visitors spent $292.69 per day per travel party
  • Among domestic traveling parties, Kentucky led in state traffic with 20.1 (This is down from 23% in 2015). Other top state drivers were Indiana at 19.8 % (14% in 2015) and Ohio at 7.5 (12% in 2015).
  • 2.9 % of all traveling parties are from other countries, leading with Canada, the United Kingdom, China, Italy, Germany, Australia, and Japan.

Source: Destination Analysts 2019