Southern Indiana Business Report
BEDFORD – Spencer County has joined Discover Southern Indiana, expanding the regional tourism brand to 13 counties and further solidifying the region as one of Indiana’s premier tourism destinations.
The addition of Spencer County marks the latest chapter in a remarkable growth story for Discover Southern Indiana. Since rebranding in spring 2023, the platform has expanded steadily – from eight counties to 10 in 2024 with the additions of Owen and Perry counties, and from 10 to 12 in 2025 through a partnership with Regional Opportunity Initiatives (ROI) that unified the entire Indiana Uplands region under one tourism identity.
Each expansion has broadened the region’s reach, deepened its portfolio of experiences, and strengthened its collective voice in the competitive tourism marketplace. Economic data from 2024 shows that the 12-county Discover Southern Indiana region generated more than $1.05 billion in annual visitor spending, supported 13,289 jobs, produced $587.5 million in total economic impact, and generated $113.9 million in state and local tax revenue – numbers that reflect both the scale of the region’s tourism economy and the momentum behind it.
“The momentum behind Discover Southern Indiana is something you can see and measure,” said Kristal Painter, Discover Southern Indiana COO. “Every county that joins strengthens the region as a whole, and Spencer County brings a level of name recognition and tourism draw that will elevate our entire platform. From Holiday World to Lincoln’s Indiana Boyhood Home, these are bucket-list destinations that already attract visitors from across the country – and now those visitors will discover everything else our region has to offer.”
Spencer County is one of Indiana’s most storied and visited tourism destinations. Anchored by the globally recognized town of Santa Claus – where the holiday spirit lives year-round – the county offers an extraordinary blend of family adventure, American history, and natural beauty. Holiday World & Splashin’ Safari, the world’s first theme park, draws families from across the region and nation with its award-winning rides, water park, and beloved holiday-themed atmosphere.
Just minutes away, visitors can walk in the footsteps of a president at Lincoln Boyhood National Memorial, where Abraham Lincoln spent 14 of his formative years, and Lincoln State Park, a scenic 1,747-acre park offering camping, boating, trails, and an outdoor amphitheater.
Saint Meinrad Archabbey – one of only two archabbeys in the United States – adds a layer of spiritual and cultural significance uniquely found in rural Indiana. Wineries, breweries, cabin retreats, and the charm of communities like Rockport, Grandview, and Dale round out a county that gives visitors every reason to linger.
The numbers underscore Spencer County’s tourism significance. According to the 2024 Economic Contribution of Tourism in Spencer County study conducted by Rockport Analytics and commissioned by the Indiana Destination Development Corporation, Spencer County generated $74.9 million in visitor spending in 2024 – ranking it 8th out of 92 Indiana counties in tourism spending per capita at $3,712. Tourism is the third-largest industry in Spencer County by employment, supporting 801 jobs and generating $40.2 million in total economic impact.
“The Spencer County Visitors Bureau is proud to join a regional effort that highlights the many ways visitors can experience southern Indiana. We look forward to inspiring even more travelers to discover just how special this region is,” shares Melissa Arnold, Spencer County Visitors Bureau executive director. “Tourism doesn’t stop at county lines, and this partnership allows us to connect our story with the wonderful areas that surround us.”
“Spencer County is a natural fit for the Discover Southern Indiana brand,” added Painter. “The assets and attractions that Spencer County brings to the table give visitors even more compelling reasons to plan a multi-day trip and explore the full depth of what our region offers – from the world-class thrills of Holiday World to the quiet reverence of Lincoln’s boyhood home. This is momentum you can measure, and we’re just getting started.”
For more information about things to do in the Discover Southern Indiana region, visit www.discoversouthernindiana.com.
Follow Discover Southern Indiana on social media at @DiscoverSouthernIndiana on Facebook and Instagram.