Legislators offer positive comments about adventure tourism
Sen. Scott Madon, R-Pineville, speaks about adventure tourism during Thursday’s meeting of the Interim Joint Committee on Tourism, Small Business, and Information Technology. A high-resolution photo can be found here.
FRANKFORT — Legislators on the Interim Joint Committee on Tourism, Small Business, and Information Technology lauded efforts Thursday to not only share the state’s natural beauty, but also boost its economic coffers through adventure tourism.
The lawmakers heard testimony from Erik Hubbard, executive director of Backroads of Appalachia; David Cole of King of the Hammers/Ultra4 Racing; and Fred Bramblett of Rides4Fun/Grand National Cross Country.
The trio said that motorsports and the related tourism dollars are bolstering Kentucky’s economic growth. They presented findings from an economic data report, which showed a $50.5 million impact from motorsports in the commonwealth.
Hubbard said other states such as Colorado and Utah are drawing people through motor tourism, and Kentucky should continue to do likewise.
“We have coal mine towns, they have mining towns or mineral towns, but they have converted it into a reason for people to come and spend their hard-earned dollars. That’s really our mission now is the switching,” he said. “We have a pretty good grasp on the highway presentations with the motorcycle tourism and the car groups and all that and to really focus into what we call adventure tourism.”
Hubbard said the group works with people in recovery from substance use and exposes young people to motorsports and possible career paths in the industry.
The topic of motorsports is not new to many of the legislators, as Senate Bill 63 from the 2025 legislative session became law in March. Sen. Brandon J. Storm, R-London, was the lead sponsor of the legislation.
Hubbard said the bill established protocols around motorsports and created new opportunities for utility terrain vehicles and special purpose vehicles.
“To be on a highway they have to have the insurance,” he said. “They have to have turn signals, they have to have their seatbelt, they have to either have a windshield or goggles on, and it’s a safety protocol.”
Sen. Scott Madon, R-Pineville, said 300-600 vehicles come through his hometown every weekend to access the trails. “It’s been happening for many years since Erik has taken on this Backroads of Appalachia as a full-time job instead of a part-time job.”
Madon said adventure tourism has been popular in Eastern Kentucky, but he expects it will grow in other parts of the state. Last year, a race in Pineville brought in more than 100 cars, representing 32 different states.
Not long after the Pineville race, Madon said bikers with 300 high-end BMW motorcycles came to the area.
Senate Minority Whip David Yates, D-Louisville, said as a youth mentor, getting children involved in motorsports could give them a positive outlet. He said it’s possible there could be a partnership between schools in Louisville and motorsports advocates.
“I think this might be a huge opportunity for partnerships as we move forward, but the economic impact – I think it’s got to be promoted. So right now, we’re putting a whole lot of money into strategically messaging Kentucky. We’re trying to draw people in for their tourism dollars and make sure they’re spent here,” Yates said.
Rep. Mary Lou Marzian, D-Louisville, said she is excited about possibilities involving motorsports.
“I just want to congratulate you. This is amazing. I’m from Louisville. This is all new to me, but wow,” she said.
Rep. Bill Wesley, R-Ravenna, highlighted a Christian men’s fellowship event in Eastern Kentucky that includes ATV riding. Wesley said such events can help keep tourism dollars in Kentucky.
“What this is doing, this is cutting off that traffic flow, hoping to catch all the Louisville folks from going down to Tennessee and keeping them here in Kentucky. So, we’re trying to draw attraction over there. We just appreciate the work you’re doing,” he said.
