Kentucky’s new statewide tourism campaign, “Find What Moves You,” invites visitors to explore diverse experiences from outdoor adventures to cultural encounters. Four key pillars emphasize:

Exploration: Encouraging travelers to step outside their comfort zones and discover the wide variety of experiences Kentucky offers, from outdoor activities to cultural discoveries.
Authenticity: Emphasizing Kentucky’s deep-rooted traditions and creating authentic connections between visitors and local communities.
Connection: Inspiring meaningful relationships between visitors and residents, particularly those who share a passion for exploration and adventure.
Inspiration: Empowering travelers to follow their passions and dreams while immersing themselves in Kentucky’s beauty, culture, and diverse landscapes.

The “Find What Moves You” campaign is more than just a tagline. It is a mindset,” said Mike Mangeot, Commissioner of the Kentucky Department of Tourism. “It speaks to the universal desire for adventure, transformation, and the pursuit of passion. Through this message, Kentucky aims to inspire visitors to explore and be moved—whether physically by our vast landscapes, emotionally by our rich culture or spiritually by our authentic experiences.”

See a series of 14 short-form videos (15-60 secs.) on YouTube.