VisitLEX is the local convention and visitors bureau. We are a standalone organization funded by a room tax charged to visitors at hotels, motels and other rentals. According to state law, these funds must be used to promote convention and tourist activities and facilities. Why? Because tourism fuels our economy, improves our quality of life and is a competitive industry that demands comprehensive sales, marketing, advertising, service and engagement to compete with other cities.
Tourism is important for our economy. According to a study for the Kentucky Department of Tourism, the economic impact of travel and tourism in Fayette County set a record in 2023 of $1.6 billion. That’s 9.3 percent growth over 2022.
Tourism improves the lives of Lexington residents. In addition to providing jobs and attracting investment and spending, there are numerous other benefits:
· The state and local taxes generated by tourism equate to a $536 tax savings for every household.
· VisitLEX supports numerous events that local residents enjoy and improve the quality of life. Recently, VisitLEX has supported: Martin Luther King, Jr. Celebration activities, FoodChain (Nourish and FEAST), The Lexington Children’s Museum, The Lexington Theater Company, Black Soil, Black Yarn Productions, Legacy Equine Academy, Bike LEX, DV8 Vocational Training Foundation, Pride Festival, The Lexington Philharmonic, LexArts, Lexington African American Sports Hall of Fame, the African American Heritage Walking Tour, and many more.
Tourism thrives through strategic sales, marketing, services, and media efforts. VisitLEX and its team markets the community to meeting planners, travel writers, sporting tournament planners, film scouts and more. VisitLEX travels regularly to connect with those audiences by exhibiting at conferences. It also uses advertising, social media, and outreach to national and international travel writers.
· For example, the VisitLEX team annually books nearly $50 million in economic impact to Lexington from meetings, conventions, sports and equine groups. These efforts are the result of proactive sales and solicitation efforts, inclusive of attending 30 meeting planner trade shows annually, bringing 90 meeting planners to Lexington for a complete city site visit, and hosting events for 55 local meeting planners to help these planners bring meetings to the city where they live.
· VisitLEX often serves as the initial sales outreach for the recently renovated $300 million Central Bank Center. VisitLEX is an essential cog in driving the return on public investment in the city’s convention center.
· For 2023, VisitLEX booked 31 conventions into the Central Bank Center representing 30,000 room nights and $13.5 million in economic impact.
· For 2024, VisitLEX booked 37 conventions into the Central Bank Center representing 38,000 room nights and $19 million in economic impact.
· For 2025 year-to-date, VisitLEX has booked 36 conventions into the Central Bank Center representing 47,000 room nights and $25 million in economic impact.
· VisitLEX has had two years of record-breaking numbers across multiple metrics, most importantly in overall hotel revenue. Hotel room revenue for Lexington in 2023 was more than $243 million and more than $254 million for 2024.
· Over the past year, Lexington has benefited from an increase of nearly 30% in visitation from our target markets.
· In 2017, VisitLEX kicked off its national PR strategy, which includes pitching stories to national media via our PR partner, and hosting journalists, which has resulted in press within major news outlets like Conde Nast Traveler, AFAR, TIME, and Travel + Leisure.
· Notable placements for 2025 include: Lexington featured on Conde Nast’s list of the "Top 5 Best Small Cities in the US", Bloomberg’s, “Where To Go in 2025”, Matador Network’s, “25 Places to Go in 2025” and Southern Living’s "25 Best Places to Go in in the South in 2025.” Stay up to date on all of the exciting press here.
· Other media coverage has included PR campaigns such as “The Queen’s Gambit Hotel Room Takeover,” “Horse Kicks,” and “Hey Aliens, Look At Lexington.” These efforts have resulted in over 10 billion impressions with an estimated ad value of more than $350 million. In addition, stories have been published in The Washington Post, CNN, USA Today, New York Post, Forbes, Huff Post, People, The Tonight Show with Jimmy Fallon, The Toronto Sun, the Globe and more. In 2024 alone, these efforts resulted in more than 6 billion earned media impressions.
· In 2024, pitching efforts lead to features on the TODAY Show, Tamron Hall, Live with Kelly and Mark and The Drew Barrymore Show
· VisitLEX has received over 1 million uses of #ShareTheLEX.
· The intersection of film and tourism is meaningful, robust and impactful. Recognizing this, in October 2024, VisitLEX was thrilled to launch Film Lexington (FilmLEX). FilmLEX serves to develop the Lexington region into a thriving film and entertainment production hub for $1-10 million indie family, holiday and horror films and television projects. Our goal is to capitalize on Kentucky’s Entertainment Incentive and offer seamless concierge hospitality that will redefine the production experience.
· FilmLEX has received media attention in top trade publications such as Deadline Hollywood, Business Insider and IndieWire to aid in market awareness for Lexington and the Bluegrass Region.
· For 2024 overall, VisitLEX assisted with nine productions that booked more than 5,000 hotel nights in the area, totaling $2.1 million in total room spend.
· In 2024, VisitLEX launched the Destination LEXpert Program, a complimentary online program that offers local hospitality staff and volunteers information and resources to help guests connect to the community’s charm, culture and history. Become a Destination LEXpert today.
VisitLEX positively impacts the economic well-being of Lexington-Fayette County by marketing the city and the Bluegrass Region as an outstanding destination for leisure travel, business travel, meetings and conventions, film--and by providing quality service to these visitors.
Mission
To market and sell Lexington’s Bluegrass region by driving economic impact through tourism and meetings to enhance the quality of life for Lexingtonians.
Vision
Inspiring travel to Lexington’s Bluegrass region where the hospitality makes everyone feel at home.
Structure
The Lexington Convention and Visitors Bureau (VisitLEX) is a public service organization authorized by the Kentucky Revised Statutes (KRS 91A.350) and established in 1974 by a Lexington-Fayette Urban County Government (LFUCG) ordinance. VisitLEX's adopted budgets, financial statements and audit reports can be viewed on the Department of Local Government's website at kydlgweb.ky.gov.
VisitLEX is headed by a nine-member Commission appointed by the Mayor for three-year terms. Three commissioners are selected as representatives of the hotel and motel industry. One commissioner is selected as a representative of the restaurant industry. One commissioner is selected from a list submitted by Commerce Lexington. Four commissioners are selected at large by the Mayor and must be residents of Fayette County. In addition to the nine appointed members, there may be up to a seven-member non-voting ex-officio panel. The VisitLEX Commission meets on the 3rd Wednesday of every month at the VisitLEX administrative offices at 8:30 am, unless otherwise noted. The VisitLEX Finance Committee meets on Tuesday prior to the
Commission meeting via Zoom at 11:00 am, unless otherwise noted. To request a link to attend the meeting click here.
Funding
Operating revenue is generated by occupied hotel/motel rooms, short-term rentals and campgrounds. in Lexington-Fayette County. By state statute, hotels collect an eight and one half percent occupancy tax from their guests. Four and one-half percent of that revenue goes to the Central Bank Center for debt repayment. The remaining four percent goes to the Bureau.
VisitLEX's adopted budgets, financial statements and audit reports can be viewed on the Department of Local Government's website at kydlgweb.ky.gov.
The VisitLEX office is located at 215 West Main Street, Suite 150. Regular office hours are Monday through Thursday from 9:00 AM to 4:00 PM. The Vice President of Finance and Operations serves as the official custodian of records. KY residents may request public records by submitting the approved form or by written request. Completed forms or requests may be hand delivered or submitted via USPS mail to the VisitLEX office, by facsimile to (859) 254-4555 or via email. Should paper copies of records be required the cost is $0.10 per page.
Diversity Statement
We’re on a journey. VisitLEX is committed to reflecting and upholding the value of diversity of thought, culture, and lifestyles that are inherent in the
Lexington community as we welcome visitors from around the world to our destination. Practicing genuine and inclusive hospitality is a shared responsibility for every employee. Our commitment to inclusion is a dedicated long-term mindset that celebrates the unique, personal lived experiences that make us a stronger organization and help make Lexington a world-class destination that is welcoming and inclusive of all.
Civil Rights Act Title VI
VisitLEX complies with Title VI of the Civil Rights Act of 1964 and will not subject any person to discrimination based on race, color, age, disability or national origin by any program or activity. VisitLEX will provide meaningful access to alternate formats for the benefits, services, information and other important portions of programs and activities for individuals with Limited English Proficiency. Requests for alternate formats can be submitted to the Vice President of Finance and Operations (lexadmin@visitlex.com) or (859) 233-1221. Complaints should be directed to the Vice President of Finance and Operations (lexadmin@visitlex.com) or (859) 233-1221.
VisitLEX Brand Standards | Download the VisitLEX Brand Standards Manual
VisitLEX is a member of the Destinations International (formerly Destination Marketing Association International). Founded in 1914, Destinations International promotes sound professional practices in travel marketing and in the solicitation and servicing of meetings and conventions.
