2025 Kicks Off the ‘New Kentucky Home’ Initiative to Support Tourism and Economic Development

13 Jan 2025
News
Residents of Eastern Kentucky can expect an uptick in tourists this year through a new campaign developed by the Cabinet for Economic Development and Governor Andy Beshear. The initiative, “My New Kentucky Home,” pairs tourism investment with long-term economic development strategies. When people visit Kentucky, they can fall in love with the state and consider moving here.
“It’s important to me that Kentuckians feel a sense of pride when talking about their home, so I want to encourage them to share that with the world,” says Gov. Beshear. “The #NewKyHome is a great way to do that.”
Boosting tourism is an economic investment in itself, but the long-term benefits of bringing tourists to Kentucky will extend into countless industries. Eastern Kentucky stands to benefit significantly from this initiative.
Kentucky Has a Thriving Tourism Industry
Tourism is a $13.8 billion industry for the state of Kentucky and contributes to more than 95,000 jobs. In 2023, tourism in Kentucky generated $996.2 million in state and local tax revenue and contributed to $3.471 billion in labor income.
Tourism growth benefits the hospitality industry as well as the vendors and suppliers who work with hotels, restaurants, and entertainment spaces. It also has ripple effects on communities, increasing employment while raising funds for public programs like schools and infrastructure.
Eastern Kentucky can take steps to attract tourists who are starting to discover its beauty. The endless parks across its nine counties boast quality rock climbing, whitewater rafting, fishing, horseback riding, mountain biking, and golf. Eastern Kentucky is packed with charming towns where people can relax and recharge. This region is poised to grow during the state’s tourism push.
My New Kentucky Home Turns Tourists Into Talent
The “My New Kentucky Home,” tourism investment can also grow the state’s workforce – and not just in the hospitality field. People need to visit regions before they decide to move there, and economic development experts are increasingly seeing top talent move to places with a high quality of life. Workers are increasingly concerned about whether they and their families will enjoy living in a place when considering moving for a job.
By inviting people to visit Kentucky, Governor Beshear is setting the stage for people to picture themselves living here. A beautiful vacation to a welcoming town could win tourists over and turn them into future residents.
Eastern Kentucky is Ideal for Remote Workers
Eastern Kentucky continues to welcome new industries and companies that see value in this region. However, individuals with flexible work options are also discovering this beautiful region.
“The potential for remote work has grown significantly due to enhanced broadband access across the region,” says Colby Kirk, president and CEO of One East Kentucky. “ My sincere hope is that those who once had to leave will find the mountains calling them back to their New Kentucky Home.”
People who left Kentucky after school can return without changing their careers. New residents can also embrace their flexible work offerings and thrive in Eastern Kentucky.
Learn More About OEK’s Talent Attraction initiatives
Talent recruitment and retention have been two of One East Kentucky's top goals since its inception. Local employers and potential new businesses frequently share their hiring pain points with our team, which drives us to invest in new initiatives that support training, education, and recruitment. The ‘New Kentucky Home’ campaign highlights the value of bringing talent to the state. While One East Kentucky will embrace this initiative, we will also continue to invest in current residents.
Learn how One East Kentucky supports existing industries and helps companies hire workers. We have multiple resources available to make staffing easier.
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