FRANKFORT, Ky. — The world-famous Kentucky Bourbon Trail® experience welcomed 2.7 million visitors in 2025, holding steady with the previous year’s record-breaking total and reinforcing Bourbon’s status as one of Kentucky’s most resilient and reliable 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 — a powerful sign of the enduring appeal of America’s only original spirit.
“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.”
To learn more about the Kentucky Bourbon Trail® experience, visit www.kybourbontrail.com.
Visitors from all 50 states, more than 20 countries and six continents traveled to the Commonwealth in 2025 to explore the rich history, craftsmanship, hospitality and culture behind Kentucky Bourbon. About 80 percent of all visitors are from outside Kentucky.
Ohio, Indiana, Illinois, and Tennessee continue to lead domestic visitation, while visitor patterns are shifting – most notably with a sharp increase in travelers from New York in 2025, alongside significant growth from Florida, Texas, North Carolina, and Wisconsin.
As travel trends shift nationwide, Kentucky Bourbon tourism remains a popular, steady force — attracting an affluent, younger-skewing demographic, with 62% of visitors reporting household incomes above $100,000, and 95% saying they highly approve of their distillery experience.
On average, guests stay three to five days and groups spend between $600 and $1,400 per trip on lodging, dining, entertainment, and transportation, delivering a powerful economic impact to communities across the Commonwealth.
For those planning a visit, booking ahead remains 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 — and more on the way — the Kentucky Bourbon Trail® program welcomed 11 new destinations in 2025, further expanding opportunities for visitors to slow down, explore beyond the bottle, and discover the vibrant small towns and urban hubs that make each destination unique.
“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® experience has welcomed more than 20 million visits since its founding by the Kentucky Distillers’ Association in 1999, evolving from a handful of distilleries into one of the Commonwealth’s premier tourism engines.
Visitors can now “Build Your Own Bourbon Trail®” itinerary through a streamlined planning experience at kybourbontrail.com. As the KBT® program continues to evolve and enhance the visitor experience, this interactive trip builder tool is a key feature – designed to inspire travel across the Bourbon Trail™ regions and make it easier than ever 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, Kentucky.
