OBJECTIVE:
To explore strategies to attract international leisure travelers to U.S. spirits tourism experiences and identify actionable steps to increase awareness, partnerships, and visitation.
OVERVIEW: In 2024, Kentucky Bourbon Trail® destinations welcomed 2.7 million visitors, with 76% from out of state. While some came from over 20 countries, international leisure travel remains a largely untapped opportunity. This panel will examine current efforts to bring global travelers to U.S. Bourbon destinations, highlight awareness gaps and incentive challenges, and share practical recommendations for partnerships, marketing, and experiences that resonate with international audiences.
KEY TAKEAWAYS:
● How to increase international visitors to your experience
● Current and upcoming initiatives to promote spirits tourism globally
● Effective channels and strategies to reach international travelers
● Identifying the right partners and collaborations to expand reach
● Understanding traveler behavior and engagement opportunities
Moderator:
- Dee Ford, Brand Home General Manager, Angel’s Envy
Panelists:
- Skylar Clark, Senior Director, Partners Strategy, Brand USA
- Mike Mangeot, Commissioner, Kentucky Department of Tourism
- Lisa Simon, CEO/Executive Director, International Inbound Travel Association