Gov. Andy Beshear announced that the Department of Tourism received the top marketing honor at the U.S. Travel Association’s annual Educational Seminar for Tourism Organizations (ESTO), earning the Marketing Momentum Award for Campaign of the Year for its “Find What Moves You” marketing campaign.
“People from around the world are discovering what Kentuckians have always known: Kentucky is full of unique adventures, unforgettable experiences and hospitality you can’t find anywhere else,” said Gov. Beshear. “We’ve broken our tourism record for economic impact for four consecutive years, creating jobs and economic opportunity across all corners of the state. This national recognition speaks to the hard work of Team Kentucky and our partners, and I want to congratulate everyone who helped make this campaign a success.”
Kentucky Tourism accepted the award in Philadelphia during the 2026 ESTO Awards presentation. The award recognizes the year’s most impactful marketing campaign and is one of the top honors in the travel industry.
“Receiving this esteemed, national award is an extraordinary honor for Kentucky Tourism,” said Kentucky Tourism Commissioner Mike Mangeot. “It’s a testament to the work of our team, our tourism partners and the support of this administration who are committed to telling Kentucky’s story in compelling, meaningful ways. Building on four consecutive record-breaking years for Kentucky Tourism, this recognition is further evidence that our efforts to attract visitors and inspire them to ‘Find What Moves You’ is working.”
“Find What Moves You” encourages travelers to create meaningful connections with the people, places and experiences that make Kentucky unique. The campaign uses a variety of approaches and platforms to inspire visitors to explore Kentucky in the ways that matter most to them.
“We built ‘Find What Moves You’ around a simple idea: Kentucky has an experience that can speak to every traveler,” said Kentucky Tourism Director of Marketing Kathy Yount. “This campaign uses authentic storytelling to connect people with the places, passions and moments that speak to every archetype of traveler. We are honored that this work has been recognized nationally.”
Kentucky Tourism was selected as the state winner in a competitive field that included finalists from the Alabama Tourism Department for its “UnPlan Your Trip” campaign and Travel Wisconsin for its “Here’s to Those Who Wisconsin” campaign.
The Marketing Momentum Award recognizes campaigns that demonstrate compelling messaging, strategic use of audience insights and data, creative consistency across multiple channels and strong impact. U.S. Travel describes the honor as a benchmark for excellence in destination marketing.
Kentucky Tourism announced in June that 2025 was its best year on record, with $14.6 billion in economic impact supporting 96,993 jobs and marking four consecutive record-breaking years for the industry.
Department of Tourism