Kentucky Bourbon Trail Sets New Record with 2.7 Million Visitors in 2024

Press Release

Kentucky Bourbon Trail Visitors Reach Record-Breaking Year

Bourbon Tourism Growth Continues

FRANKFORT, Ky. – The world-famous Kentucky Bourbon Trail® tour welcomed a record 2.7 million visitors in 2024 as it celebrated its 25th anniversary with an award-winning rebranding campaign and innovative digital tools to make it easier to plan the bucket-list adventure.

A Growing Destination for Global Travelers

Visitors from all 50 states and more than 20 countries across six continents poured into the Bluegrass State last year, up from 2.5 million tourists in 2023 – the third straight year topping the two million mark.

More than 20 million people have now visited a Bourbon Trail™ distillery in the last 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.

A Legacy 25 Years in the Making

The KDA created the Bourbon Trail tour in 1999 to give visitors an intimate, behind-the-scenes look into crafting America’s only native spirit. At that time, there were only seven distilleries in Kentucky to visit – something that could be accomplished in a long weekend.

Now, with 60 participating distilleries across Kentucky and more on the way, the Kentucky Bourbon Trail® program encourages guests to slow down, relax, savor the journey, and come back for another round.

“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.”

New Digital Tools Enhance the Experience For Kentucky Bourbon Trail Visitors

As part of its 25th anniversary rebrand, the KDA launched a bold new look and feel for the Bourbon Trail, including a new website and digital tools that help visitors “Build Your Own Bourbon Trail” based on their unique preferences and interests.

Kentucky Bourbon Trail® communities continue to benefit from this growth with new restaurants, hotels, bars, and attractions that appeal to a younger, higher-income audience.

Kentucky Bourbon Trail Visitor Demographics and Economic Impact

• 62% of Kentucky Bourbon Trail® visitors have incomes above $100,000
• 76% of visitors are from outside of Kentucky
• Most visitors stay three to five days in Bourbon Trail™ communities
• Visitor spending ranges between $600–$1,400 on dining, entertainment, lodging, and transportation

While most KBT® visitors have historically come from within a six-hour drive, 2024 saw a surge in tourism from farther states including California, Colorado, Florida, Louisiana, New York, and Pennsylvania.

Global Spotlight and Award-Winning Digital Campaign

The Kentucky Bourbon Trail is gaining international attention. Hotel News Now reports that while beachfront travel will remain popular, destinations like the Bourbon Trail™ are becoming sought-after alternatives in 2025.

The trail’s new digital experience also earned top honors at the 2025 World Icons of Whisky Awards in London, England, for its innovative and engaging reimagined campaign.

Learn More and Plan Your Bourbon Trail Trip

To learn more about the KBT, visit www.kybourbontrail.com.

Kentucky Bourbon Trail partners offer a wide range of experiences to round out any visit, including dining, lodging, shopping, transportation, and non-bourbon activities.

To learn more about the KDA and how bourbon drives Kentucky’s economy and tourism, visit www.kybourbon.com.

The Future of the Kentucky 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.”

Kentucky Bourbon Trail Visitors can learn all about the distilleries that have their own restaurants in my article: Kentucky Distilleries with On-Site Restaurants: Best Dining Stops on the Bourbon Trail!

Would you like to learn more about distilleries and bourbon? Are you planning a trip to Kentucky Distilleries? Maybe you would like to live the bourbon life vicariously through us? If any of these are true, then check out BourbonObsessed.com today!