How Louisville's Award-Winning Charm Built a Top Event Destination

Skift

22-05-2025

With two convention centers, accommodation options that cater to every type of attendee, and an airport with nonstop service to 38 destinations, Louisville checks all the boxes of a premier convention city. To understand its magic, though, you need to look at something that cannot be built: the authentic sense of Southern charm that defines the community.
Louisville may be best known for hosting the world's most iconic horse race — the Kentucky Derby — but the city has also cemented itself as a premier place for business events. In 2024, Meeting Professionals International chose Louisville to host its World Education Congress, and this summer, the Professional Convention Management Association will bring its annual edUcon program to the scenic banks of the Ohio River.
With two cutting-edge convention centers, 23,000 hotel rooms, 2,500 restaurants, and a conveniently located airport just 10 minutes from downtown, it's easy to see why major meetings and conferences are gravitating toward the Bourbon City. But Louisville's appeal goes beyond just the numbers.
'Louisville offers something truly special,' said Doug Bennett, executive vice president of Louisville Tourism. 'Authentic southern hospitality, infused with a progressive, inclusive spirit, is what sets us apart.'
A Collaborative Core
What makes planners fall in love with Louisville? It all begins with the people they collaborate with, who help bring their events to life.
'At the heart of Louisville's hospitality success is a strategic investment in people, partnerships, and place,' said Bennett. 'Our team is committed to building strong relationships with local businesses, venues, and service providers to create seamless, collaborative experiences.'
These connections open the door to unforgettable moments that leave a lasting impression — whether it's the iconic Churchill Downs bugler kicking off an opening ceremony or a lively bluegrass band setting the tone for a happy hour reception.
Louisville Tourism's Destination Services Team has built a reputation for going above and beyond — and the industry has taken notice. In 2024, the team earned the ConventionSouth Readers' Choice Award and was recognized by MeetingsToday as one of the Best Destination Marketing Organizations in the South. But Louisville's reputation as a top-tier city extends well beyond the region, with respondents in Groups Today survey ranking Louisville as the 2024 U.S. Destination of the Year.
'Awards are wonderful recognition,' said Bennett. 'But they reflect something deeper: a city that genuinely cares about how it makes people feel.'
That commitment to hospitality and inclusion resonates with every visitor. Louisville has received a perfect score on the Human Rights Campaign's Municipal Equality Index for 10 consecutive years — a testament to its ongoing support for the LGBTQ+ community. And in fall 2024, the city celebrated that spirit of inclusivity by launching Bourbon & Belonging, the world's first LGBTQ+ bourbon festival.
Nulu neighborhood festival. Photo Credit: Louisville Tourism
Seamless Planning Steeped in Southern Charm
In Louisville, southern charm goes beyond a warm welcome — it means taking the stress out of planning. For meeting professionals, that charm translates into seamless logistics and thoughtful support throughout every stage of the event.
As Bennett explained, job titles alone don't capture the full scope of what the Destination Services Team brings to the table.
'Our team is made up of connectors, collaborators, and problem-solvers,' he said. 'From the initial RFP to the final thank-you note, they operate as an extension of your planning team. They coordinate closely with the Louisville Muhammad Ali International Airport, hotels, venues, transportation providers, and even city officials to ensure every detail runs smoothly.'
Beyond logistics, the team also enhances educational programming by linking planners with Louisville's vibrant network of academics, innovators, and entrepreneurs. It's a city where intellectual and business capital are just as accessible as the hospitality — and where every event is set up for success.
A Celebration All Year Long
When the education sessions end, Louisville keeps the energy high with celebrations rooted in its rich bourbon culture.
'Louisville knows how to celebrate,' said Bennett. 'And we do it in ways you won't find anywhere else.'
Take the Kentucky Derby, for example. Known as the most exciting two minutes in sports, the race is just the grand finale of a month-long celebration. The lead-up includes a marathon, a steamboat race, a festive parade, and — of course — a bourbon festival. But the fun doesn't stop there.
Louisville's neighborhoods play a big part in the city's vibrant cultural scene. The LouGrass Music Series brings free bluegrass performances to off-the-beaten-path venues in areas like St. Matthews and the Highlands. For something completely unexpected, there's Bock Fest in NuLu, a beer festival that features goat races, and the World Championship of Dainty in Germantown — a quirky competition reserved for participants 45 and older.
'These aren't just events,' Bennett said. 'They're immersive, only-in-Louisville experiences that help people connect with our city in fun, meaningful, and unforgettable ways.'
LouGrass Music. Photo Credit: Louisville Tourism
Industry-Leading Innovation
The reigning Destination of the Year is building momentum for an even brighter future. According to Bennett, the city is 'doubling down on innovation that enhances accessibility, sustainability, and engagement.' That commitment is evident in a range of improvements, from upgrades at Louisville Muhammad Ali International Airport to new downtown hotel developments and infrastructure enhancements designed to improve mobility for attendees.
Bourbon Tasting. Photo Credit: Louisville Tourism
Louisville's bourbon scene is evolving as well, offering fresh, immersive experiences for visitors. Highlights include a new tasting room at Bardstown Bourbon Company and a speakeasy-style venue at Green River Distilling. 'These additions create dynamic, one-of-a-kind settings for events,' Bennett said. 'It's all part of our city's commitment to blending tradition with transformation to meet the needs of the next generation of meetings.'
As the city's travel and hospitality landscape grows with thoughtful, best-in-class enhancements, the positive impact is felt across the community. The Norton Healthcare Sports & Learning Center in West Louisville is a powerful example. Once a vacant field in an area long affected by disinvestment, the space has been transformed into a 134,000-square-foot, world-class sports complex featuring a retractable hydraulic track that accommodates entertainment events for up to 6,000 guests. Located just a mile from Muhammad Ali's birthplace, the center is a living tribute to the local legend who once declared, 'I am the greatest' — and continues to inspire others to reach for greatness.
Learn more and start planning at GoToLouisville.com/Meet.
This is the second installment of Skift Meetings' three-part series with Louisville Tourism, exploring how the city's rich heritage shapes unforgettable events. Read the first installment to find out how bourbon, food, and attractions elevate Louisville events here. Stay tuned for the final installment in June.
This content was created collaboratively by Louisville Tourism and Skift's branded content studio, SkiftX.