The Kentucky Bourbon Trail welcomed 2.7 million visitors in 2025, holding steady with the previous year’s total and reinforcing Bourbon’s status as one of Kentucky’s largest tourism drivers.
In a year when many tourism destinations across the country experienced declining attendance amid economic uncertainty and shifting travel patterns, the Bourbon Trail program maintained its momentum.
“Holding strong at 2.7 million visitors is a tremendous win in today’s tourism climate,” said Eric Gregory, president of the Kentucky Distillers’ Association. “While other destinations are seeing pullbacks, the Kentucky Bourbon Trail adventure continues to demonstrate its strength, stability, and global appeal. That consistency speaks volumes about the quality of our experiences and the passion of our distillers.”
Visitors from all 50 states, more than 20 countries and six continents traveled to the Commonwealth in 2025 to explore Kentucky Bourbon. About 80 percent of all visitors were from outside Kentucky.
Ohio, Indiana, Illinois, and Tennessee continue to lead domestic visitation, while visitor patterns are shifting – most notably with an increase in travelers from New York in 2025, alongside growth from Florida, Texas, North Carolina, and Wisconsin.
As travel trends shift nationwide, Kentucky Bourbon tourism remains a steady force — attracting an affluent, younger-skewing demographic, with 62% of visitors reporting household incomes above $100,000, and 95% saying they approve of their distillery experience.
On average, guests stayed three to five days and groups spend between $600 and $1,400 per trip on lodging, dining, entertainment, and transportation.
For those planning a visit, booking ahead is strongly encouraged. On average, guests reserve their experiences approximately 22 days in advance, helping distilleries manage demand and ensure a high-quality visitor experience.
Now featuring nearly 70 participating distillery destinations stretching from Northern Kentucky to Western Kentucky, the Kentucky Bourbon Trail welcomed 11 new destinations in 2025.
“Our distillers continue to innovate and elevate the visitor experience,” Gregory said. “From immersive tastings and exclusive behind-the-scenes tours to world-class restaurants and accommodations in our Bourbon communities, there’s never been more to see and do.”
The Kentucky Bourbon Trail has had more than 20 million visits since its founding by the Kentucky Distillers’ Association in 1999, evolving from a handful of distilleries.
Visitors can now “Build Your Own Bourbon Trail” itinerary at trip-builder.kybourbontrail.com. As the trail continues to evolve and enhance the visitor experience, the interactive trip builder tool is a key feature designed to inspire travel across the Bourbon Trail regions and make it easier for visitors to customize, share, and fully experience all that Bourbon has to offer.
“The Kentucky Bourbon Trail has proven it’s not just a one-time experience — it’s an adventure that visitors return to again and again,” Gregory said. “In challenging tourism years, holding steady is growth. We’re proud to continue welcoming millions from around the world to experience Kentucky craftsmanship and hospitality — responsibly, of course.”
Data for the Kentucky Bourbon Trail experience is collected by the Kentucky Distillers’ Association through self-reported visitation from participating member distilleries and is compiled, prepared and analyzed by IQS Research of Louisville.
To learn more about the Kentucky Bourbon Trail, visit www.kybourbontrail.com.
Kentucky Distillers’ Association