Tour buses are bringing big tourism bucks to Berea. That, according to a press release from Berea City Government this week. The city has been actively recruiting motorcoach tour companies to visit the historic sites and unique attractions Berea offers. This has been one facet of tourism’s overall strategy to cast a wider net to bring more visitors to Berea, and thus more tourism dollars. Berea Tourism Motorcoach Specialist Ethan Cima said welcoming more tour groups to town has been one of his goals since joining the city last year. This October, Berea will serve as a travel hub for a new group of visitors exploring the Bluegrass region.
Grassroots Motorsports magazine is sponsoring two waves of tour groups – 30 couples each, 60 travelers total – who are paying $4,000 a person for an itinerary that includes an extended stay and meals in Berea.
Cima reports 180 meals will be served to the Grassroots Motorsports group in Berea, which will include visits to Honeysuckle Dining and Bourbon House and the Boone Tavern Inn, along with potential for side visits to other local eateries.
He added there are more benefits to come as Berea continues to build a reputation as a destination for groups and small conventions.
Berea Business and Tourism Development Director Donna Angel said hiring a full-time motorcoach specialist after the pandemic was part of a more aggressive strategy to bring new business to Berea. When the state began promoting domestic tourism, including international visitors, Angel saw an opportunity.
As a result, Cima was tasked to network with national motorcoach tour and travel companies, getting the word out about Berea, but also learning what travelers want. So far, 34 groups have visited Berea in 2023, with approximately 25 more planned for the rest of the year, Cima said.
The city has learned two important things, according to Angel: Consumers have developed new appetites for travel, and Berea needed to adapt to the post-pandemic hospitality market.
