FRANKFORT, Ky. (April 30, 2026) – Today, Gov. Andy Beshear announced that 94 tourism marketing organizations across 82 counties have received $2 million through Team Kentucky's Regional Marketing and Matching Funds Program.
“Kentucky Tourism is a $14.3 billion industry that is essential to our economy, our people and our future,” said Gov. Beshear. “Team Kentucky is proud to support our hardworking tourism organizations with the resources they need to attract more people to our New Kentucky Home to visit, work and live.”
The breakdown of funding by region is as follows:
$559,733 – Louisville Lincoln Region
$334,036 – Bluegrass Region
$256,335 – Western Waterland Region
$248,057 – Northern Kentucky Tourism Region
$194,768 – Cave Region
$115,138 – Eastern Highlands South Region
$111,663 – Southern Kentucky Region
$95,151 – Green River Region
$85,119 – Eastern Kentucky North Region
“The Matching Funds Program gives us the resources to do destination marketing the right way; research-based, intentional and tied to real outcomes,” said Alyssa Phares, president and CEO of the Paducah Convention and Visitors Bureau. “A big part of my job is helping Paducah understand what tourism actually does for the community, both economically and in terms of quality of life. Knowing we have Gov. Beshear’s support behind that work means a lot, not just to our office but to the entire Kentucky tourism industry.”
“For destination marketing organizations like mine that represent small towns, grants are an essential tool that support and sustain marketing efforts,” said Glasgow-Barren County Tourism Executive Director MacLean Lessenberry.
“By leveraging Kentucky’s matching funds program, Frankfort Tourism is able to amplify our marketing reach and compete in broader visitor markets,” said Visit Frankfort Executive Director Randy Newcomb. “These dollars directly support advertising, promotions and event recruitment that bring more travelers to Frankfort – fueling economic growth and strengthening the tourism economy at the local level.”
The Regional and Matching Funds Program, administered by the Department of Tourism, provides local nonprofit tourism organizations with financial assistance for marketing. The matching funds allow organizations to develop and implement marketing strategies, attract travelers and showcase the unique cultural, historical and natural attractions of their regions. From fiscal year 2022-2025, the program has distributed $7.5 million.
“Our tourism partners are dedicated to showcasing Kentucky’s unique experiences and attractions, and the Matching Funds Program empowers them to do what they do best,” said Tourism, Arts and Heritage Cabinet Secretary Lindy Casebier. “This investment highlights Team Kentucky’s commitment to supporting our thriving tourism industry and elevating Kentucky as a world-class travel destination.”
“We work closely with attractions and destination marketing organizations statewide to position Kentucky as a must-visit destination,” Commissioner of the Kentucky Department of Tourism Mike Mangeot said. “The Matching Funds Program continues to be a valuable resource for our tourism partners and is an excellent way for us to elevate their storytelling and bring in more visitors.”
Last year, Gov. Beshear announced that 87 tourism marketing organizations across 80 counties are receiving $2 million through the Regional Marketing and Matching Funds Program.
Kentucky’s impressive economic success over the last six years is a direct reflection of the Beshear administration’s continued investments in the tourism industry.
To capitalize on Kentucky’s historic economic momentum and record-breaking tourism success, Gov. Beshear announced New Kentucky Home, a strategic initiative to further drive economic investment, attract and retain talent and increase tourism across the commonwealth.
The Governor announced that 2024 was the strongest year on record for tourism, generating $14.3 billion in economic impact and supporting 97,394 jobs. This milestone marks the third straight record-breaking year for tourism in Kentucky.
In 2024, Gov. Beshear announced that the commonwealth achieved another historic milestone, setting a new record with 10 tourism development projects expected to generate an estimated $256 million in economic investment.
In 2025, Gov. Beshear announced five new tourism development projects, generating an estimated $118 million in economic investment. These projects are expected to create approximately 298 jobs when operational.
Since the beginning of the Beshear administration, 37 tourism development projects totaling an estimated investment of $1.1 billion have received final approval. Once operational, these projects will create more than 5,000 jobs. This is the highest investment figure secured during the tenure of any governor in the commonwealth’s history.
Additionally, the administration has invested $88.1 million in Kentucky’s tourism industry, including $75 million in ARPA funding to boost the state’s tourism industry and economy and $13.1 million to strengthen promotional marketing efforts.
For more information on the Regional Marketing and Matching Funds program and Kentucky Tourism, visit kentuckytourism.com. To view the full report, visit tah.ky.gov.