Record $103 million impact supports 563 local jobs and $19.7 million in wages across Shelby County
Shelbyville, Ky. — June 15, 2026 — ShelbyKY Tourism, the destination marketing organization for Shelbyville, Simpsonville, and Shelby County, Kentucky, today announced a historic milestone for the local economy: for the first time ever, the total economic impact of tourism in Shelby County has topped $100 million, reaching $103 million in 2025, according to findings from a statewide report commissioned by the Kentucky Department of Tourism, which marks a 4.1% increase over 2024 and a remarkable 40% increase since 2021.
2025 marks the fifth consecutive year that visitor spending in Shelby County has set a record. Those dollars land in locally owned restaurants, hotels, distilleries, shops, and farms, and they keep circulating, paying local wages, keeping small businesses open, and feeding the tax base that pays for schools, roads, and public services. Tourism is one of the most effective ways to inject new money into an economy, and all of Shelby County benefits from a thriving tourism industry.
The findings come from the state study, along with data from Datafy, ShelbyKY Tourism’s research partner. Key data includes:
- Tourism supported 563 full-time jobs in Shelby County and $19.7 million in wages.
- Visitor spending saved each Shelby County household $427.40 in local property taxes in 2025.
- 74.4% of trips came from out of state, led by Indiana, Illinois, and Tennessee. Out-of-state visitors accounted for 67.5% of total spending.
- 57.1% of visitors to Shelby County were repeat visitors, highlighting the strong loyalty and satisfaction among past visitors.
- Overnight visitors made up about 36% of all visitor days and spent an average of $267.21 on lodging alone.
Governor Andy Beshear announced the statewide numbers Wednesday in Frankfort. ShelbyKY Tourism President & CEO Janette Marson, named the 2025 Kentucky Tourism Director of the Year by the Kentucky Association of Convention & Visitors Bureaus, was on hand for the announcement. Statewide, visitor spending increased 2.1% to $14.6 billion. Shelby County’s 4.1% year-over-year growth ran roughly double the statewide pace.
“ShelbyKY Tourism’s job is to bring new money into the Shelby County economy, and five straight record-breaking years of visitor spending shows that work is paying off,” Janette Marson said. “Crossing $100 million for the first time in our county’s history is a proud moment for this organization. I’m grateful to our local businesses and partners who give travelers a reason to keep coming back.”
ShelbyKY Tourism’s purpose is to promote all of Shelby County, from horse farms and bourbon to fried chicken and boutique shopping, to potential visitors. The DMO focuses its advertising in regional and out-of-state markets where past visitor data indicates strong demand and growth opportunities, using digital, connected TV, and print campaigns. The current brand campaign, Sounds like ShelbyKY, is ongoing and has already produced a 14x incremental lift in visitation — meaning that among consumers who saw an ad placed by ShelbyKY Tourism, they were 14 times more likely to visit. In addition, a proactive public relations program pitches travel writers and national outlets directly, earning coverage in publications like Southern Living, USA Today, Forbes, Good Grit, and Kentucky Monthly at no advertising cost to the organization.
“We’re intentionally selective," Marson added. “Before we spend a dollar, the data has to make the case for the market, the outlet, and the opportunity. Nearly three-quarters of our visitors now come from out of state, because those are the markets we go after. Our job is to make sure every one of those dollars keeps working for the businesses and families of Shelby County.”
The full economic impact report for the Commonwealth of Kentucky is available 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. Learn more about ShelbyKY at www.visitshelbyky.com.
Media contact: Debra Locker Group – Debra@LockerPR.com + 859.536.0282
Photos available here.
Cover photo: ShelbyKY Tourism staff. From left to right: Mason Warren, Taylor Draper, Evelyn Buchanan, Janette Marson, Will Dancy, Eri Lagunes, Ethan Fisher, Olivia Crow
Body photo: ShelbyKY Tourism staff. From left to right: Evelyn Buchanan, Taylor Draper, Will Dancy, Janette Marson, Ethan Fisher, Eri Lagunes, Mason Warren, Olivia Crow
