While the draw of 10 tasting rooms along the only Urban Bourbon Trail in the United States brings nearly 19 million visitors to Louisville each year, city and business leaders are working to expand the city’s appeal to another audience — sports fans.
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Over the past five years, Louisville has seen growth in sports tourism supported by focused leadership, including the Louisville Sports Commission working closely with Louisville Tourism. The city’s competitive hotel rates, varied dining options and central location on the East Coast have helped attract events such as gymnastics, soccer, lacrosse and indoor track competitions. Louisville also hosts several PGA tournaments, USA Cycling events, NCAA men’s basketball and women’s volleyball matches, the Breeders’ Cup and, of course, the iconic Kentucky Derby.
Investments in facilities have strengthened the city’s sports profile. New venues include the 10,000-seat Lynn Family Soccer Stadium and the Norton Sports Health Athletics & Learning Complex with 4,200 seats. Tom Sawyer Park offers 550 acres of recreational space, including an Olympic pool, soccer and softball fields, tennis courts and a permanent BMX track. Doug Bennett, chief operating officer of the sports project, notes that sports events are among the more resilient segments of tourism and continued through the pandemic.
Meeting space and hotel inventory have expanded to support larger events. More than 4,700 rooms are located near Louisville Muhammad Ali International Airport and the Kentucky Exposition Center. Bourbon City has added or is building over 2,500 rooms, many within walking distance of the Kentucky International Convention Center, multiple distilleries, the Whiskey Row entertainment district and about 130 restaurants. The city’s total room count now exceeds 21,700 and continues to grow.
When meetings end and it’s too early for tastings, Louisville offers a range of museums and attractions that don’t require a sip. The Muhammad Ali Center is a six-story, multicultural museum showcasing the life and legacy of one of America’s greatest athletes. The Kentucky Derby Museum provides history and context for the city’s signature horse race, while the Kentucky Center for African American Heritage highlights Black history across the region. Baseball fans should visit the Louisville Slugger Museum & Factory to see how the world’s most famous bats are made.
NULU 2.0 — “New Louisville” — is a vibrant restaurant and entertainment district serving a wide variety of food and drink, including a craft brewery in the heart of Bourbon City. On pleasant evenings visitors stroll the open marketplace for a meal, a beer or bourbon, then hop on a Bourbon City Cruiser to reach another distillery, attraction or their hotel. Nightlife options include historic spots such as Talbott Tavern, Kentucky’s oldest bar, located next to Old Jailers Inn.
Louisville is welcoming to LGBTQ+ visitors and is more diverse than many Southern cities. The city adopted the Compassionate Louisville resolution in 2011, and in 2014 the LGBTQ Hospitality Task Force was created to collaborate with the mayor’s office and local businesses to promote an inclusive destination. Louisville holds the Model City of Compassion designation and earned a perfect 100 on the Human Rights Campaign Foundation’s Municipal Equality Index.
SCENIC DRIVES
For more than two centuries Bardstown, Kentucky, has been known as “The Bourbon Capital of the World.” Designated one of America’s Most Beautiful Small Towns by Rand McNally and USA Today, Bardstown is about a 45-minute drive from Louisville and offers multiple tours and tasting rooms. The town also launched the Kentucky Bourbon Festival in 1999, an event that attracts many leisure travelers each year.
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Many visitors begin their day at Jim Beam Distillery just off I-65, then continue to Barton 1792. A stop for lunch on the town square is a must — try a local favorite like the Hot Brown — followed by a classic ice cream soda at Hurst Drugs. There are plenty of distilleries to sample, and you may want to browse the square’s boutiques before heading onward.
Other notable tasting stops include Heaven Hill, Willett and Lux Row, and Bardstown Bourbon Company is a popular choice for dinner. After a full day of touring and tastings, it’s an easy 45-minute drive back to your Louisville hotel.