Kentucky’s new tourism campaign celebrates the broad range of experiences available across the commonwealth

If you’ve read much travel destination material, you likely know that the phrase “something for everyone” is a cliché and more than that, can often stretch the truth of the claim. In reality, very few tourist spots really do have something to fit every age, gender and taste.

However, the Kentucky Tourism, Arts and Heritage Cabinet has recently announced a new statewide campaign called “Find What Moves You” that invites travelers to experience the entire state’s distinctive spirit. From exhilarating outdoor adventures to peaceful retreats, the Bluegrass State covers the interests and/or whims of nearly every visitor or “local” traveler. And as it looks to me, actually has something for everyone!

“‘The ‘Find What Moves You’ campaign is Kentucky’s invitation to explore the beauty and diversity of the commonwealth,” said Lindy Casebier, secretary of the Kentucky Tourism, Arts and Heritage Cabinet. “Whether seeking adventure or tranquility, we believe that every visitor’s story contributes to the rich tapestry of our state and we welcome everyone with open arms.”

The new campaign encourages tourists to leave their comfort zone and explore new experiences in areas they’ve yet to embrace. A central theme is inclusivity, one that reflects the state’s commitment to creating a welcoming environment to all visitors, regardless of background, ethnicity or abilities. The “Find What Moves You” campaign lauds diversity through authentic storytelling, targeted messaging and creative enactments that feature individuals from all walks of life.

Four key pillars that represent the essence of the commonwealth anchor the new initiative:

Exploration: Encourages travelers to discover the wide variety of experiences the state has to offer, including outdoor, cultural, culinary and just plain fun.

Authenticity: Emphasizes deep-rooted traditions and creates authentic connections between visitors and local communities.

Connection: Inspires meaningful relationships between visitors and residents.

Inspiration: Empowers travelers to follows their passions and dreams — i.e. what moves them — while immersing themselves in Kentucky’s beauty, culture and diverse landscapes.

Showcasing Kentucky through dynamic photos of its luscious geography, local culture, and personal connections, the new marketing campaign includes calls to action across digital platforms, social media, and experiential marketing. All encourage visitors to plan their trips and share their experiences. The goal is, of course, to “transport” the audience to the state so they might experience the destination in an immersive way.

Following is a sample of upcoming events to lure visitors — and Kentuckians — to experience all of the appealing aspects of the commonwealth. We’ll begin with everybody’s fave, culinary adventures, and move from there:

Downtown Derby City Food and Historic Tour (4/2/2025 – 3/12/27). This terrific tour starts at Louisville’s Yum! Center Pepsi Plaza downtown at 11:30 a.m., Wednesdays through Saturdays. Wheelchair- and stroller-friendly, the three-hour adventure covers 1.5 miles with five food stops. As you stroll along Whiskey Row and Museum Row, you’ll nosh on six of Louisville’s favorite dishes, including Hot Browns and Derby Pie, and three drinks — a mint julep perhaps? — all the while learning about the city’s storied past. You’ll pass landmarks such as the world’s largest baseball bat outside the Louisville Slugger Museum and the gigantic golden sculpture copy of Michelangelo’s David in front of the world’s first museum hotel. Even Louisville residents are likely to discover fascinating tidbits about their hometown.

Groups are limited to 12 participants; audio headsets are included so you can hear the guide talking from a distance about Derby City highlights. Louisvillefoodtours.com/downtown-derby-city-food-tour/ or (502) 591-6155. Yum indeed!

World Premiere of the Great Gatsby Ballet (4/13/25). This visually stunning production by an all-star creative team features lavish sets and costumes; an original Roaring-Twenties’, jazz-inspired score; a cast of 40 professional dancers; multimedia effects; and acrobatics, all live on stage at the Louisville Palace Theatre. Dress up, sip champagne and watch F. Scott Fitzgerald’s iconic novel come to life in all its glory. Worldballetcompany.com/performances? /country=390&city=318 or (270) 904-1880

Western Kentucky Beer Festival (4/19/25). For this one, you can dress down! Held in Madisonville’s Mahr Park Arboretum, this year’s fest — themed Bockfest! — runs from noon–5 p.m. There’ll be tasty craft beer and food trucks with burgers, tacos, vegan choices, Colombian cuisine, and warm Little Bitty Donuts. Get your “holding arm” beefed up for a stein-holding contest to win bragging rights afterwards. This family- and dog-friendly event requires no tickets but age 21 and up attendees must show a valid ID before being “set loose” to enjoy $5 eight-ounce pours from any brewery of their choice. A few participating breweries include Awry Brewing (Louisville), Henderson Brewing Co., Hopkinsville Brewing Co. and White Squirrel Brewery (Bowling Green) Prost! Visitmadisonvilleky.com/event/western-ky-beer-fest/

Extreme Adventure Challenge (5/17/25). This team sport is a timed, two-hour, high-adventure challenge spanning hundreds of acres with checkpoints ranging from physical to mental and requiring endurance, strategy and resilience. Teams of four will compete against the clock and each other in categories such as mountain biking, ziplining, climbing, archery, canoeing, bouldering and more. The event is a fundraiser for Life Adventure Center in Versailles. Runsignup.com/Race/KY/Versailles/ExtremeAdventureChallenge

“Find What Moves You” is part of the commonwealth’s broader tourism initiative “New Kentucky Home” (NKH) that debuted in November 2024 and came about in an effort to build on the state’s historic economic momentum and record-breaking tourism success. These two campaigns combine to emphasize the fact that Kentucky is a place for personal and professional growth, offering countless opportunities. The goals of the collaboration between economic development and tourism leaderships are to further drive economic investment, attract and retain talent, and increase tourism across the commonwealth.

“The intersection of tourism and economic development is clear,” said Mary Quinn Ramer, president/CEO of VisitLex, Lexington’s convention and visitor’s bureau. “Today’s traveler could be tomorrow’s talent and we know that attracting that new talent to Kentucky is key to our future successes as a state.”

It’s clear that the Bluegrass State is all about welcoming tourists, with an eye on the bottom line.




By: Katherine Tandy Brown via the Lane Report