Louisville may be known for hosting the world’s most iconic horse race, the Kentucky Derby, but the city has also cemented its premier venue for business events. In 2024, Conference International Select Louisville hosts the World Education Conference, and this summer, the Professional Conference Management Association will bring its annual education program to the scenic bank of the Ohio River.
Featuring two cutting-edge conference centers, 23,000 hotel rooms, 2500 restaurants and a convenient airport just 10 minutes from downtown, it’s easy to understand why major conferences and meetings tend to be bourbon. But Louisville’s appeal is more than numbers.
“Louisville offers something really special,” said Doug Bennett, executive vice president of tourism for Louisville. “The authentic Southern hospitality, full of progressive, inclusive spirit, sets us apart.”
Collaboration Core
What made planners fall in love with Louisville? It all starts with people who work with them, who help bring the event to life.
“The core of hospitality success in Louisville is a strategic investment in people, partnerships and locations,” Bennett said. “Our team is committed to building strong relationships with local businesses, venues and service providers to create seamless, collaborative experiences.”
These connections open up lasting impressions for memorable moments – whether it’s the opening of the iconic Churchill Downs’ Churchill Downs Bugler or the lively Bluegrass band set the tone for the reception of happy hour.
Louisville Tourism’s destination service team has earned a reputation in ways that go beyond and beyond – the industry has noticed. In 2024, the team won the Convenceouth Reader Choice Award and was regarded by MeetingStoday as one of the best destination marketing organizations in the South. But Louisville’s reputation as a top city goes far beyond the region, with today’s panel respondents ranking Louisville as the 2024 U.S. destination of the year.
“The awards are wonderful recognition,” Bennett said. “But they reflect something deeper: a city that really cares about how it makes people feel.”
The commitment to hospitality and inclusion resonates with every visitor. Louisville has received a perfect score for the Human Rights Movement’s Municipal Equality Index for 10 consecutive years, a testament to its ongoing support for the LGBTQ+ community. In the fall of 2024, the city celebrates this inclusive spirit by launching the world’s first LGBTQ+ Bourbon Festival (Bourbon & Antering).
Seamless plan full of southern charm
In Louisville, Southern Charm is beyond a warm welcome – meaning that it relieves the pressure on the plan. For the professionals who meet, this charm translates into seamless logistics and thoughtful support at every stage of the event.
As Bennett explains, the job champion alone won’t capture the full scope that the target service team brings.
“Our team consists of connectors, collaborators and problem solvers,” he said. “From the initial RFP to the final thank you letter, they are an extension of your planning team. They are closely coordinated with Louisville Mohamed Ali International Airport, hotels, venues, transportation providers and even city officials to ensure every detail runs smoothly.”
In addition to logistics, the team enhances educational programs by connecting planners to Louisville’s vibrant network of scholars, innovators and entrepreneurs. It is a city where knowledge and commercial capital are as easy to obtain as hospitality and every event is set up for success.
Celebration of the year
When the education session ended, Louisville maintained the celebrations based on a lively bourbon culture.
“Louisville knows how to celebrate,” Bennett said. “We do this in ways that we can’t find anywhere else.”
Take the Kentucky Derby as an example. The match was called the most exciting two minutes of a sports event, just a grand finale of a month-long celebration. Leaders include a marathon, a steamboat race, a festival parade and of course the Bourbon Festival. But the fun doesn’t stop there.
The Louisville community plays a major role in the city’s vibrant cultural community. The Lougrass music series offers free bluegrass performances for areas such as St. Matthews and the Highlands. For something completely unexpected, Nulu hosted the Bock Fest, an Oktoberfest that included the goat race, and held the world championship in Germantown, a quirky contest reserved for participants aged 45 and older.
“These are more than events,” Bennett said. “They are immersive, the only Louisville experience that helps people connect with our city in fun, meaningful and memorable ways.”
Industry-leading innovation
The best destination of the year is building momentum for a better future. Bennett believes the city “doubles in innovation and enhances accessibility, sustainability and participation.” Upgrade from Louisville Mohammed Ali International Airport to new downtown hotel development and infrastructure enhancements aimed at improving attendee mobility.
The bourbon scene in Louisville is also evolving, providing visitors with a fresh immersive experience. Highlights include a new tasting room at the Bardstown Bourbon Company and a Speakeasy-style venue at Green River Distilling. “These additions create dynamic, unique setups for events,” Bennett said. “This is all our city is committed to integrating tradition with transformation to meet the needs of the next generation of conferences.”
As the city’s travel and hotel landscape grow with thoughtful, first-class enhancement growth, the entire community feels positively impacted. The Norton Medical Sports and Learning Center in West Louisville is a powerful example. Once in a vacant land in a long-time investment-affected area, the space has been transformed into a 134,000-square-foot world-class sports complex with retractable hydraulic tracks that can accommodate up to 6,000 guests. Located just a mile from the birthplace of Muhammad Ali, the center pays homage to local legends, once declared “I am the greatest” and continues to inspire others to achieve greatness.
Learn more and start planning gotolouisville.com/meet.
This is the second part of a three-part series by Skift Meetings and Louisville Tourism, which explores how the city’s rich heritage shapes memorable events. Read the first part to see how bourbon, food and attractions can enhance Louisville events here. Please stay tuned for the last issue in June.
This content is from Louisville Travel and Skift’s branded content studio, TransferX.
