Kentucky tourism officials are targeting a new kind of tourist this year. In years past, most of the state's advertising budget has been spent in places within a four-hour drive to Kentucky. That's where the tourists have traditionally come from, and as Kentucky Department of Travel Commissioner Bob Stewart says, "You fish where the fish are."
"Fishing," for tourists anyway, is serious business. Each of the 19.9 million visitors to Kentucky in 2000 spent approximately $200-225 per day. Add up those $200 days, and you arrive at a tidy sum. Tourism is the third largest industry in Kentucky, pumping $8.8 billion into Kentucky's economy in 2000 while providing 163,000 jobs. Thus, the more tourists, the more revenue, the more jobs. You get the idea.
This year, the fishing will continue, but the folks in the Department of Travel plan to fish in a different lake, one closer to home. In fact, you and I-all Kentuckians-are the big catch this year, along with our families and friends. Here why:
* 42 percent of out-of-state tourists are in Kentucky to visit a
friend or family member.
* 90+ percent of travel to Kentucky is for leisure rather than work.
* 90+ percent of leisure travelers to Kentucky come by automobile.
* One of the first things tourists say about Kentucky is that the people are friendly.

"Our mission has always been to try to attract out-of-state dollars into the state," Stewart says. "That is why our advertising has gone pretty much out of the state. When we saw that 42 percent of tourists are here to visit family and friends, that was kind of an ah-hah for us.
"We also got some research that Kentuckians were hospitable but not necessarily up to speed on all the fascinating and interesting things there are to do and see in Kentucky. We thought, gee, here is an interesting combination of facts. What can we do?"
That's where the Kentucky Host Program comes in.
In the fall of 1999, Stewart presented this information to advertising agencies interested in competing for the state's annual advertising contract. Doe-Anderson Advertising and Public Relations came back with a brainstorm that kicked off February 15, officially called the Kentucky Host Program.
It might be called the buddy system. The idea is to help Kentuckians bring more family and friends into the state. Incentives and information make it easier and more fun.
For example, the Kentucky Tourism Council, an association of tourism businesses and related groups, printed a Travel Values Book with $1,500 worth of discounts at all sorts of Kentucky places and events. It is available free at all the welcome centers or by calling (800) 225-8747. Kroger food stores even got involved by giving away a Host Kit containing the value book and a month-by-month calendar of events.
It will be awhile before Stewart knows whether the Kentucky Host Program is a success, but the program meshes well with the other research on tourism in Kentucky. For example, the Department of Travel's research shows that people come to Kentucky for a short getaway (3-4 days) rather than an entire week. They love to swim and boat and particularly love our natural resources and state parks. The word has gotten out about Kentucky crafts as well.
The campaign also bodes well with national trends showing that this year people will be staying closer to home and spending more time with family and friends. It even helped Stewart win State Tourism Director of the Year, a prestigious honor from the National Council of State Tourism Directors based on "obvious and measurable improvement of a state's travel and tourism profile while under the current director's leadership."
For those who want to join Stewart as a part of the Kentucky Host Program, the commissioner has some suggestions.
"Know what is in your community first of all," he says. "Go and experience it for yourself first. I shudder to think of how many people who live in Frankfort, for example, who haven't been to the Kentucky History Center.
"Be helpful when people need directions or information. Take the time to answer their questions. It just blows people's mind that you would take the time to help them, especially if they are from the northeast or an urban area. It's really fun to be hospitable and pays rewards that aren't necessarily paid in dollars and cents.
"If you see litter on your street, pick it up. Keep things looking clean.
"Take at least one trip a year to a part of Kentucky that you have never been before. If you live in eastern Kentucky, go to western Kentucky, and vice versa.
"Put a new twist on travel. Decide you are going to do a bed and breakfast tour of Kentucky or try to get to all 49 state parks in Kentucky, not just the resorts but the shrines."
In short, Stewart hopes that we "fish" in a lot of different waters in Kentucky this year, taking our family and friends along as well.
"Kentuckians are proud of their state," Stewart says. "They're proud and they're friendly. They just don't have the information. Now we are going to give them the information and the financial incentives to make them want to go and do it."

Pleasant Surprises
Virtually every Kentuckian knows about attractions such as My Old Kentucky Home and the Kentucky Horse Park, but there are many other fun and fascinating finds throughout the state. Here are five areas, among many, and their various tourism offerings that Commissioner Bob Stewart recommends:

Maysville/Augusta/Old Washington
Maysville: Exhibits at the Mason County Museum, located in an 1876 building, re-create the story of this pioneer gateway. There is also a vast genealogy library (with records going back to the 1700s in Mason County) and art gallery, (606) 564-5865. A Walking Tour of Maysville features 48 National Register buildings and Rosemary Clooney's childhood home, (606) 564-9419. The Underground Railroad Museum highlights the area's important role as an escape route for thousands of slaves, (606) 564-6986.

Augusta: The film site for the movies Huck Finn and Centennial, this town has many antique shops, folk art shops, and quaint bed and breakfasts. The Visitor Center, 116 Main, (606) 756-2183, has a complete list. A favorite: The 1796 Beehive Tavern, (606) 756-2202.

Old Washington: The 1790s Old Washington Village, now on the National Register, was an outpost for pioneers traveling the Buffalo Trace. For guided tours of Old Washington, call (606) 759-7411. You'll also want to see the Harriet Beecher Stowe Slavery to Freedom Museum, (606) 759-4860. It was while staying in this house in 1833 that Miss Beecher witnessed a slave auction that she would later describe in her famous book, Uncle Tom's Cabin.

Henderson
Lots to do in this river town. Named for the famous painter, John James Audubon State Park is known for its great horned owl and woodpecker species, (270) 826-2247. The park's museum has an extensive collection of original Audubon art and Audubon's personal artifacts. Also, there is an observation area to look at the birds, (270) 827-1893. Kentucky's largest Great Blue Heron rookery is at Sloughs Wildlife Management Area on the Ohio River. The area also attracts Canada geese, various ducks, a pair of eagles, hawks, and shorebirds, (270) 827-2673. There are five observation points located along Highway 268. Pick up a map at the Kentucky Department of Fish & Wildlife Resources area office, located 6-1/2 miles from Geneva on Highway 268. Thoroughbreds race from mid-summer to fall at Ellis Park, which features year-round intertrack wagering, (800) 333-8110. The Henderson Fine Arts Center has professional performances and changing art exhibits, (270) 830-5324.

Grand Rivers
This charming community of restaurants and shops includes Patti's 1880s Settlement with home-style cooking, woodland mini-golf, an animal park, and shops, (888) 736-2515. Watch barges go through the huge lock nearby at the Lake Barkley Dam & Visitor Center on U.S. 62. Also see the Cumberland River steamboat-era exhibits, (270) 362-4236.

Big South Fork National River and Recreational Area
This 125,000-acre area stretches into neighboring Tennessee. The Big South Fork of the Cumberland River is rated one of the best whitewater rivers in the U.S. (Classes I-IV). Sheltowee Trace Outfitters has guided "funyak" and raft trips as well as unguided canoe and tube trips, (800) 541-7238. The Big South Fork Scenic Railway takes you to the restored 1802 Barthell Mining Camp. The 11-mile trip aboard open-air cars follows the original coal train route. Call (888) 550-5748 or (800) GO-ALONG for information on the Big South Fork Railway train ride. The depot for the trip is in Stearns, which is now a National Historic District. Yahoo Falls near Whitley City has a beautiful waterfall dropping 113 feet. Beaver Creek Wilderness, north of Whitley City, contains numerous rock houses once used by Native Americans for shelter. Hike a series of day-hiking trails with many scenic overlooks and a picnic area, (606) 679- 2010 for the Forest Service.

Benham/Cumberland/Lynch
Benham: The Kentucky Coal Mining Museum, which tells the story of a typical coal mining community, is in the original commissary building. Also go down in a mock mine and see a bat house, (606) 848-1530. The old community school is now the Benham School House Inn, with a charming restaurant and 30 rooms, (800) 231-0627.

Cumberland: Near the Kentucky/Virginia border is Kingdom Come State Park with scenic vistas second to none. Raven's Rock is a huge stone soaring 290 feet into the air at a 45-degree angle. You'll also find crafts, mini-golf, primitive camping, and fishing, (606) 589-2479. More crafts can be found at the Southeast Community College's Appalachian Cultural & Fine Arts Center, (606) 589-2145, and the Poor Fork Arts & Crafts, (606) 589-2545.

Lynch: At one time this was the largest coal camp in the world, with 1,000 structures for 10,000 people of 38 nationalities. The Portal 31 Walking Tour includes many original structures, including a lamp house with exhibits, (606) 848-1530.

Kentucky Events & Tourism Info
Try these two comprehensive resources for information that is available at no cost to help you become a more informed host.

Kentucky Living's Events
Go to Kentucky Living's Web site at www.KentuckyLiving.com for an extensive calendar of events for the coming year. You can even submit an event to our calendar by following a few simple steps. (Click on "Kentucky Events," choose "Submit an Event," and follow the prompts.) If you need directions, you can also access the Kentucky Transportation Cabinet's Official Highway Map download page. Also look for the "Events" column printed each month in Kentucky Living magazine.

Kentucky Department of Tourism
Call (800) 225-8747 for a free Great Getaway Guide from the Kentucky Department of Tourism. It includes detailed information about thousands of Kentucky places and events, maps, and a calendar of events. You can also go online at www.kentuckytourism.com for online reservations and more information.

New Attractions

Newport on the Levee
Located on the edge of the Ohio River in Newport (adjacent to the aquarium), this "urban entertainment center" features an eclectic mix of entertainment, restaurants, and specialty shops. It also includes an IMAX Theatre and the Shadowbox Cabaret, a 250-seat, live showroom that offers theater, sketch comedy, and rock music. Call (877) 203-3879 for more information and a complete list of retail shops and restaurants. You can also use this number to make reservations at many of the restaurants and the theaters. More information is available online at www.newportonthelevee.com.

Newport Aquarium
This $40 million facility in Newport uses state-of-the-art technology to display 11,000 fresh and saltwater animals, including a fabulous collection of sharks. The aquarium is open 365 days a year from 10 a.m. to 6 p.m. Admission is $9.95 for children 3-12, $15.95 for adults, and $13.95 for seniors 65 and older. Children 2 and under are free. For more information and directions call (859) 491-3467, or go online at www.newportaquarium.com.

Paramount Art Center
Now open after a major renovation, this historic theater in Ashland was originally built by Paramount Movies and can house a production of any size, including Broadway productions. Call (606) 324-3175 for information on upcoming shows and directions. The box office hours are 9 a.m. to 4 p.m. Monday-Friday, and tickets can also be purchased through Ticketmaster by calling (304) 523-5757.

Glassworks
Just opened in November at 815 West Market Street in downtown Louisville, it includes demonstrations by working artists, guided tours through the flameworking, stained glass/architectural glass art, and glass blowing studios as well as two galleries, gift shop, and offers numerous classes. Tours are available Monday-Saturday. Times vary by season. Admission is $6 for adults, $5 for seniors, $3 for students, and $7.50 for a three-hour pass. Call (502) 584-4510 for more information, or go online to www.louisvilleglassworks.com.

Lost River Cave & Valley
Ripley's Believe It or Not lists this Kentucky attraction in Bowling Green as having the shortest, deepest river in the world. It also has one of the largest natural cave openings east of the Mississippi and a butterfly garden. Open all year (weather permitting) from 9 a.m. to 5 p.m. daily. Boat tours are $8.50 for adults, $5 for children 6-12, and free for children 5 and under. Call (270) 793-1023 for more information, or for group tours call (270) 393-0077.