Gov. Andy Beshear unveiled an initiative to attract business, tourism and future residents to Kentucky. Joined by economic development and tourism leaders from throughout the state, he introduced the “New Kentucky Home” initiative, a comprehensive marketing campaign that combines economic development and tourism.

The campaign aims to “reintroduce” Kentucky to the world, highlighting the state’s economy, natural beauty, culture and communities.wants to refresh how the world sees our “Old Kentucky Home.” On Tuesday, he announced a new marketing initiative being unveiled in a push to continue boosting the state economy.

“When you are looking at something that the state of Kentucky is putting out, you’ll see Team Kentucky and our New Kentucky Home Initiative,” Beshear said at this week’s announcement.

‘New Kentucky Home” is meant to build on the “Team Kentucky” branding that’s now quite familiar. Beshear said the marketing push is not just for tourists but also to attract potential businesses and future residents. The governor unveiled new graphics, marketing materials, a hashtag and a new website, saying the new site is a one-stop-shop: newkentuckyhome.ky.gov.

Note: Tourism Economics determined that 79.3 million travelers visited Kentucky in 2023, up 4.5% from the prior year, which had also been a record-breaking year.