Shelbyville, KY (June 18, 2025) - ShelbyKY Tourism, the destination marketing organization for Shelbyville, Simpsonville, and Shelby County, Ky., is proud to announce another strong year for the local tourism economy. According to findings from a statewide report commissioned by the Kentucky Department of Tourism, the total positive economic impact of tourism in Shelby County reached $98.9 million in 2024, representing an 8.5% increase from 2023 and a 34.7% increase since 2021.
Data from the Kentucky Department of Tourism and ShelbyKY Tourism’s research partners Zartico and Datafy reflect a continued upward trend in visitation and economic impact, reinforcing ShelbyKY’s position as a must-visit destination for bourbon enthusiasts, equestrian travelers, and weekend adventurers.
Key highlights include:
- Tourism supported 561 full-time jobs, contributing $19.1 million in wages to the local economy.
- Short-term rental bookings remained strong, with growth in booked listing nights rising 43.7% from 2023.
- Out-of-state visitors continued to outpace in-state visitors, accounting for 75.5% of all travelers to ShelbyKY.
- Every $1 invested by ShelbyKY Tourism in marketing and public relations generated $149.50 in economic impact.
- Tourism-generated state and local taxes lowered Shelby County residents’ tax bills by $425.77 in 2024. Had visitors not invested in the community, residents would have seen higher tax bills.
“ShelbyKY continues to thrive as a destination where visitors can experience the best of Kentucky in one place—horses, bourbon, and heartfelt hospitality,” said Janette Marson, President & CEO of ShelbyKY Tourism. “We are encouraged by the continued growth of tourism’s economic impact in our community and look forward to new opportunities ahead, including the openings of two new distilleries, additional locally owned restaurants, and a brand-new hotel.”
ShelbyKY has established itself as a destination of choice for travelers seeking authentic and memorable Kentucky experiences. From world-class Saddlebred horse farms and nationally recognized distilleries to outdoor recreation and culinary favorites, the region offers a diverse and welcoming experience for visitors from near and far. Key out-of-state markets include Chicago, Cincinnati, Indianapolis, and Nashville. ShelbyKY Tourism is also working to raise the destination’s profile in major metropolitan areas, such as New York City and Washington, D.C.
Mason Warren, ShelbyKY Tourism’s Vice President, adds, “Behind these numbers is a story of dedicated local businesses and experiences that connect with travelers in meaningful ways. At ShelbyKY Tourism, we leverage data in everything we do to create targeted advertising campaigns in key markets and concentrated public relations efforts with high-profile outlets across the country. We’re proud of the national attention ShelbyKY continues to earn and are committed to ensuring that our marketing efforts deliver long-term value to the community.”
ShelbyKY Tourism collaborates closely with local partners and statewide organizations to ensure that the destination’s story is effectively told through strategic advertising, public relations, and community engagement.
The full economic impact report for the state of Kentucky is available online here.
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About ShelbyKY — ShelbyKY (Shelbyville, Simpsonville and Shelby County) is Your Bourbon Destination. Home to two distilleries, Bulleit Distillery and Jeptha Creed Distillery, and located on the Kentucky Bourbon Trail®, ShelbyKY offers an array of bourbon-centric lodging, shopping, and dining. ShelbyKY is perfectly positioned for easy access to Louisville, Lexington, and Northern Kentucky. Pair dining at classic favorites like Claudia Sanders Restaurant and local staple Bell House Restaurant with Kentucky’s only designer outlet mall, and there’s much to see, do, and taste in ShelbyKY. Home to 90-plus Saddlebred horse farms, ShelbyKY offers a rare peek into the world of the Saddlebred show horse and is known as the Saddlebred Horse Capital of the World. Outdoor adventures await those who enjoy fishing, canoeing, horseback riding, and golf. We invite you to follow @visit_shelbyky on Instagram and @visitshelbyky on Facebook and learn more about ShelbyKY at www.visitshelbyky.com.
