Tourism officials cut the ribbon on renovated Louisville Visitor Center downtown

LOUISVILLE, Ky. (WDRB) -- Louisville's visitor center reopened to the community on Monday.

From the Muhammad Ali memorabilia and equestrian touches to the bourbon bar, the renovated center screams all things Louisville.

Leaders cut the ribbon on the new and improved space at Fourth and Jefferson, near Fourth Street Live, in downtown Louisville Monday evening.

In addition to conferences and sporting events, officials with Louisville Tourism said the city has grown as a weekend hotspot for visitors thanks, in part, to the 13 distillery attractions.

"I tell folks all the time, Louisville is not a beach, so no one is coming Saturday to Saturday, but in this town, Thursday through Sunday we are hopping. We are a hopping city," said Cleo Battle, president and CEO of Louisville Tourism.

In a news release Monday, Battle said the downtown center welcomed 41,500 guests compared to the nearly 64,000 visitors annually reported at the end of 2023.

"This redesign is a key element of inviting guests into 'Louisville's living room,' showcasing Bourbon City's authentic southern hospitality," Battle said in a news release.

Leaders said the new center will help guests with hotels, local attractions, dining, bourbon experiences and more. Louisville-themed apparel, as well as Bourbon City souvenirs by local artists, are also on sale.

The reopening of the downtown visitor's center comes about a little over a month after tourism officials opened a new welcome center at the Muhammad Ali International Airport.

About 64,000 people work in Louisville's tourism industry. The city has a goal to welcome 25 million visitors by 2030.

The visitor's center is open from 10 a.m. to 5 p.m. Monday through Saturday, and from 12-5 p.m. on Sundays.

To learn more about the center and what it offers, click here.

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