Kentucky's international tourism growing thanks to Brand USA partnership

Kentucky is renowned for its captivating scenery, warm personality, thoroughbreds, agricultural culinary heritage, the birthplace of bluegrass music and of course bourbon’s original homeplace.

That is why so many people from across the United States visit the Bluegrass State. From rich cultural heritage in cities and small towns, and the vast outdoor recreation in between, there is no better place to enjoy a vacation with family and friends.

Even with everything Kentucky has to offer, welcoming 71.6 million visitors who add $15 billion to our economy each year doesn't happen on its own. There are aggressive marketing efforts behind the scenes to help attract visitors to our state. Louisville joins cities and towns across the commonwealth in investing marketing dollars for promotional efforts to drive American tourists to Kentucky.

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And though international travelers spend more time and money when in the destination, marketing internationally comes at a much higher cost than most small destination marketing organizations can afford. That’s why so many tourism agencies across Kentucky rely on travel promotion organizations like Brand USA to deliver a message to the lucrative international market.  

Brand USA is a public-private partnership that markets cities such as Louisville and the rest of the commonwealth to international tourists. This organization not only attracts more international visitors to cities in the United States, but it also helps bring all the benefits that boost local economies.

For example, Brand USA recently promoted the Kentucky Bourbon Trail in an international campaign highlighting this authentic American experience on its website. This effort is certain to increase the number of international tourists who may decide to put Kentucky on their travel bucket list.

And the best part? Brand USA’s focus on Kentucky tourism in its international campaign was funded by the eventual travelers themselves — not by American taxpayers. The marketing is funded through the Visa Waiver Program, where international travelers pay a small fee when they visit the United States, which is then directed toward Brand USA. As with many vital tourism programs, the investment in marketing pays for itself and more.

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What’s unfortunate is that Brand USA is at risk of not being reauthorized. A program this valuable to economic development in cities across America needs to continue operating.

I am confident that Senate Majority Leader Mitch McConnell recognizes how beneficial this program is to our state and will work to reauthorize it quickly. There is no better place to visit than Kentucky and our rich history deserves to be shared with millions more international tourists. 

Karen Williams is president and CEO of Louisville Tourism.