Building on the New Kentucky Home initiative, Gov. Andy Beshear announced that 87 tourism marketing organizations across 80 counties are receiving a collective $2 million through the Regional Marketing and Matching Funds Program. Visit Owensboro is among the organizations receiving funds.
“Kentucky’s $13.8 billion tourism industry is essential to our economic success, helping create vibrant communities that people love to visit and call home,” Beshear said. “This program helps tourism organizations by providing the marketing resources needed to showcase our commonwealth’s unique experiences and rich heritage, which will bring even more visitors to our New Kentucky Home.”
The breakdown of funding by region is as follows:
- $574,956 – Louisville Lincoln Region
- $361,123 – Bluegrass Region
- $257,969 – Western Waterland Region
- $233,048 – Northern Kentucky Tourism Region
- $197,775 – Cave Region
- $104,341 – Eastern Highlands South Region
- $98,094 – Green River Region
- $96,675 – Southern Kentucky Region
- $76,019 – Eastern Kentucky North Region
Visit Owensboro President Mark Calitri said the funds are part of the ongoing Kentucky Department of Tourism’s matching funds program. Visit Owensboro will receive approximately $46,839 for the 2025-26 Fiscal Year, he said.
“The funds announced by the Governor are our traditional matching marketing dollars, guided by specific rules from the Kentucky Department of Tourism. These funds require at least a 50% match from the CVB,” Calitri said. “This program is invaluable to communities like Owensboro, enabling us to multiply and amplify our message effectively. The program provides a vital opportunity to share our story and extend our reach to broader audiences.”
Calitri added, “Dave Kirk and our marketing team do an exceptional job deploying these funds in creative ways to promote our amazing community and the maximize return on investment.”
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 2022-2024, the program has distributed $5.5 million.
Beshear recently announced New Kentucky Home, a strategic initiative to further drive economic investment, attract and retain talent, and increase tourism across the commonwealth.
Earlier this year, the Governor announced that 2023 was the best year on record for tourism, with $13.8 billion in economic impact and 95,222 jobs.
In December 2024, Gov. Beshear announced that the commonwealth achieved another historic milestone, marking a new record with 10 new tourism development projects set to generate an estimated $2561 million in economic investment. These projects also are expected to create 1,696 jobs once operational.
For more information on the Regional Marketing and Matching Funds program and Kentucky Tourism, visit KentuckyTourism.com.
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