Louisville Welcomes a Loyal Crowd of Visitors, According to New Study

LOUISVILLE, Ky. (June 16, 2025) – A new visitor profile study released by Louisville Tourism offers a revealing snapshot of who’s coming to town—and what keeps them coming back.

Between October 2023 and September 2024, the city welcomed a diverse mix of travelers, with the majority arriving by car from nearby cities like Indianapolis, Lexington, Chicago, and Cincinnati. While the city saw visitors from across the country, folks from Ohio, Indiana, Texas, and Florida topped the list.

The standout takeaway? Louisville is a repeat destination. More than 90% of those surveyed had visited before, with many having made multiple trips. On average, visitors had been to Louisville more than seven times.

“The fact that so many of our visitors keep returning speaks volumes about the experiences they’re having here,” said Cleo Battle, President & CEO of Louisville Tourism. “That’s a credit to the entire hospitality community—our hotels, restaurants, attractions, and frontline staff who deliver authentic, welcoming experiences that leave a lasting impression. We’re proud of the partnerships that make Louisville a place people love to come back to.”

Family played a big role in travel decisions. A large portion of visitors came to spend time with loved ones, while others came for weekend getaways, reunions, or special events. Dining out was the most popular activity, followed by shopping, visiting museums, and exploring local parks. Over half of overnight visitors made time to tour a bourbon distillery, reinforcing Louisville’s growing status as not just the Gateway to Bourbon Country, but a thriving Bourbon City.

Travelers spent an average of $476 per day, per party—up significantly from $293 in the previous study conducted in 2019–2020.

The study also highlights key takeaways to shape future marketing strategies:

- Visitors prioritize good value, unique local experiences, and quality time with loved ones

- Food continues to be a top driver, with strong interest in restaurants and local cuisine

- Social media, especially Facebook, YouTube, and Instagram, plays a major role in trip planning

As Louisville continues to grow as a regional travel destination, these findings will help guide efforts to share the city’s story and deliver even more memorable experiences.

Louisville’s tourism industry recently posted a record tourism year, generating $4.4 billion in 2024, a year-over-year increase of nearly 5%. 2024 was the third consecutive record year for tourism impact across the state. Jefferson County’s economic impact alone accounts for 30% of Kentucky’s economic impact from tourism, which totals $14.3b.

To learn more or to read the full report, visit www.gotolouisville.com/research.
To see a full list of economic impact and jobs by county, click here.