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The first thing you’ll notice is the aroma — a sweet, captivating hint of caramel and charred oak drifting through the downtown air. You’ll hear the clink of ice in a rocks glass, the distant echo of a cheering crowd, and the sharp crack of a freshly turned baseball bat.
This is Louisville, Kentucky.
Affectionately known as Bourbon City, this vibrant metropolis on the banks of the Ohio River rolls out the red carpet for group travel. It’s a place that masterfully blends a storied past with an energetic, modern pulse. For tour planners, Louisville isn’t just a destination — it’s a perfectly curated collection of unforgettable moments, ready to be discovered.
Raise a Glass: The Soul of the City
Bourbon is more than a cocktail; it’s the spirit of the city. Groups can begin their journey at the Kentucky Bourbon Trail® Welcome Center at the Frazier History Museum, exploring engaging exhibits before the first sip.
From there, historic Whiskey Row awaits. Home to tasting rooms and distilleries like Old Forester, Angel’s Envy, and the Evan Williams Bourbon Experience, each offers immersive tours and tastings. For a one-of-a-kind souvenir, head to Barrels & Billets, where guests blend and bottle their own bourbon.
And They’re Off! The Kentucky Derby, All Year Long
Even if your trip doesn’t fall on the first Saturday in May, the “most exciting two minutes in sports” can be experienced year-round. A visit to Churchill Downs and the Kentucky Derby Museum brings Derby magic to life with exclusive group packages, from private buffets overlooking the track to “Hatitude” workshops where guests design custom Derby hats.
Round out the experience with a stop at Hermitage Farm, home to champion thoroughbreds, or Wagner’s Pharmacy, the legendary lunch counter beloved by jockeys and trainers for generations.
Legendary Louisville
Bourbon City is also a city of icons. The Louisville Slugger Museum & Factory celebrates America’s pastime with tours where guests watch bats carved for MLB pros — then leave with a mini bat. Nearby, the Muhammad Ali Center honors the “Greatest” with powerful exhibits that inspire long after visitors leave.
History shines at the Seelbach Hotel, where F. Scott Fitzgerald once sipped bourbon in the Rathskeller. His time there inspired The Great Gatsby’s lavish wedding scene, and today guests can explore the hotel’s past, from Capone’s favorite haunt to the grand ballroom itself.
For a different kind of legend, board the Belle of Louisville, a 111-year-old steamboat offering scenic Ohio River cruises with skyline views. Or end the day with a stroll through Old Louisville, home to the nation’s largest collection of Victorian mansions — architectural gems that showcase the city’s history.
Savor the South
Between tours and tastings, your group will find a culinary scene brimming with Southern hospitality. Enjoy smoked comfort food at Doc Crow’s, the lively food hall at Paristown Village Market, or the timeless charm of The Bristol Bar & Grille and The Café.
A Perfect Group Travel Destination
From the first toast of bourbon to the final wave from the Belle, Louisville engages all the senses. It’s a destination that feels both legendary and familiar, historic and new.
