Jan. 17—CORBIN — Corbin Tourism and Convention Commission reviewed its participation in the Kentucky Tourism Matching Funds Program, a statewide initiative supporting local tourism offices in marketing and promotional efforts. The program, administered by the Kentucky Department of Tourism, provides financial resources to help communities attract visitors and boost economic growth.
“This is an annual program through the state tourism office,” explained Nancy Conley, Tourism Commission Director. “In June, we submit an application detailing the marketing projects we plan to pursue and how much we expect to spend.”
The program reimburses up to 50% of qualifying expenses for marketing initiatives, while co-op campaigns — collaborative advertising efforts involving multiple tourism offices — receive a higher reimbursement rate of 90%. This year, the state allocated $2 million across 87 tourism organizations in 80 counties. The Eastern Highlands South Region, which includes Corbin, was awarded $104,341.
The Corbin Tourism Commission was approved for $76,205 in matching funds for the 2024-2025 fiscal year. These funds will be used for a variety of marketing efforts including digital campaigns, print advertisements, and promotional brochures.
“This is reimbursement-based,” Conley noted. “We spend the money first on approved projects, and then we submit receipts, invoices, and proof of completion for reimbursement.”
Conley emphasized that the funds must be used for projects targeting audiences at least 50 miles outside of Corbin. “The program ensures that the money is spent on initiatives that genuinely attract new visitors, not just promoting within our local area,” she explained.
The commission is currently preparing to submit its first round of invoices for projects completed between July and December 2024.
“We’re submitting for about $7,100 in reimbursement for the first cycle, with the remainder of our funds to be claimed in the second half of the year,” Conley said.
The program’s co-op marketing campaigns allow Corbin to collaborate with other tourism offices across the state for discounted advertising in regional publications like Blue Ridge Outdoors and Columbus Monthly.
“Co-op options are especially valuable because they’re reimbursed at a higher rate of 90%,” Conley said. “It’s a great way to amplify our reach while keeping costs down.”
These campaigns not only reduce expenses for individual tourism offices but also create a unified message promoting Kentucky as a travel destination.
The Kentucky Tourism Matching Funds Program is part of the state’s broader effort to promote its $13.8 billion tourism industry, which supports over 91,000 jobs across the commonwealth. Governor Andy Beshear has described the program as essential to fostering vibrant communities and showcasing Kentucky’s unique heritage.
“This program gives us the resources to be competitive,” Conley said. “It allows us to promote Corbin on a larger scale and attract visitors who contribute to our local economy through spending at hotels, restaurants, and attractions.”
