Gathan Borden has spent almost 20 years in tourism marketing, and these days he's the guy who turns hotel numbers, website traffic, and visitor trends into strategy that actually makes sense. He's Louisville born and raised, a founding member of the Kentucky Black Bourbon Guild, and a gospel singer who's about to release his first recording, so don't let the spreadsheets fool you, there's a lot more to Gathan than data. This week he's trading the analytics dashboard for our questionnaire. Here's Gathan, in his own words.

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Tell us who you are and what you do, but explain it like you're at a backyard cookout, not a networking event.

I'm basically the guy who helps destinations make sense of all the numbers they're collecting. Hotels, website traffic, visitor trends, ad performance, airport data, all that stuff.

I've been in tourism marketing for almost 20 years, so I've done the creative side and now I work heavily on the data and strategy side. My job now is helping cities and destinations understand what's actually working, what's not, and how to make smarter marketing decisions without getting buried in spreadsheets.

So yeah... part marketer, part storyteller, part translator between data people and normal people.

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Where in Kentucky do you call home, and what makes it feel like yours?

Louisville, Kentucky, born and raised. It's home in every sense of the word. I'm a die-hard Louisville Cardinals fan, so around here that's basically part of my identity too.

What makes Louisville special to me is that it somehow feels like a big city and a small town at the same time. We've got incredible food, culture, sports, bourbon, and major events, but you're still usually only one or two people away from knowing somebody. There's a real sense of connection here.

I also spent years helping market the city, especially during the rise of bourbon tourism. Watching Louisville grow into a place that confidently calls itself "Bourbon City" has been cool because I got to see, and help shape, part of that evolution firsthand. And honestly, I love the bourbon culture here. It's authentic to the city, not something manufactured.

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How long have you been in Kentucky, and what made you stay (or come back)?

My whole life. I was born and raised in Louisville, went to the University of Kentucky for college, and honestly Kentucky has always been home base for me.

A big reason I stayed was my career. I got my start in tourism in Louisville, and that path eventually took me to Lexington for a period of time too. Working in tourism gave me an even deeper appreciation for the state because I got to see how much culture, personality, and pride exists across different communities here.

What keeps me connected to Kentucky is the combination of people and lifestyle. My family and a lot of my closest friends are here, the cost of living still allows you to enjoy life without feeling buried, and there are experiences here you really can't replicate anywhere else. The horse culture, the bourbon culture, college sports, the food scene, it all gives Kentucky a personality that feels distinct and authentic.

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What's your go-to order at your favorite local spot, and where is it?

Honestly, my go-to is pretty simple: an Old Fashioned. If I'm at a good bourbon bar anywhere in Louisville, I'm probably ordering one.

Part of living in Louisville is realizing bourbon bars here aren't trying to force an experience, it's just naturally part of the culture. Every spot has its own personality, its own bourbon selection, and its own spin on the drink. I'm less loyal to one specific place and more loyal to the overall vibe: good bourbon, good conversation, and somewhere you can sit back and take your time.

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What's a Kentucky hidden gem, a place, event, or experience, that more people should know about?

One of Kentucky's hidden gems honestly isn't one single place, it's the backroads through Central Kentucky. The drives between Louisville, Frankfort, and Lexington can be incredible if you get off the interstate and just wander a little.

You'll run into rolling horse farms, stone fences, bourbon country views, old barns, beautiful homes, and some of the most peaceful scenery you'll find anywhere. It almost feels cinematic at times. There's something calming about those drives because they force you to slow down and actually enjoy where you are instead of rushing to the next thing.

I think that's one of Kentucky's best qualities in general, some of the best experiences here aren't overly curated. Sometimes it's just getting lost on a backroad with good music playing and enjoying the view.

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Derby, basketball, or bourbon, or something else, which one best represents your Kentucky identity, and why?

Bourbon, easily. It's probably the thread that connects the biggest parts of my Kentucky story.

A lot of my career was tied to helping grow bourbon tourism, first in Louisville during the rise of "Bourbon City," and later helping elevate bourbon experiences in Lexington and Central Kentucky too. I'm also a founding member of the Kentucky Black Bourbon Guild, so bourbon has been part of both my professional and personal life for years.

What I love most about bourbon isn't just the drink itself, it's the stories and traditions attached to it. Bourbon is deeply rooted in family history, craftsmanship, and generations of knowledge being passed down over time. In Kentucky, bourbon feels connected to everything. It's part of celebrations, conversations, Derby weekend, basketball watch parties, dinners with friends, it's almost the accent that enhances the experience around it.

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What does Kentucky get right that the rest of the country hasn't figured out yet?

I think Kentucky understands the power of owning what makes you different. We don't try to be everything to everybody. We lean into the things that authentically belong to us, horses and bourbon.

Sure, people can breed horses or make bourbon in other places, but Kentucky has a level of history, craftsmanship, tradition, and culture around both that's hard to replicate. The best horse culture in the world lives here. The best bourbon culture in the world lives here. And what makes it special is that it still feels rooted in real people, family traditions, and generations of knowledge instead of feeling manufactured.

I also think Kentucky gets community right. There's pride here without always needing attention. People are connected to their cities, universities, traditions, and local businesses in a way that still feels genuine. Hopefully that uniqueness never gets watered down.

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Finish this sentence: "You're not a real Kentuckian until you've _________________________."

Sipped an Old Fashioned while watching a horse race... then woke up and did it all over again multiple times during racing season.

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What did you want to be when you grew up, and how close did you get?

I wanted to be an engineer, then I got a D in Chemistry my freshman year in college and had to change course!

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What's the best piece of advice you've ever received, and who gave it to you?

Keep God first. Best advice my grandmother ever gave me.

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What's something most people don't know about you that would genuinely surprise them?

Most people are surprised to learn I was both a band geek and an athlete growing up. Usually people assume you were one or the other, but music has always been a huge part of my life.

Even now, music still plays a major role for me. I sing in a gospel group, and we're actually releasing our first recording this year.  So while most people know me through marketing, tourism, bourbon, or speaking at conferences, music has always been one of the biggest constants in my life behind the scenes.

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What does a perfect day in Kentucky look like for you, start to finish?

A perfect Kentucky day for me starts with breakfast in Louisville at House of Marigold. From there, I'd head toward Central Kentucky for a late morning horse farm tour, just taking in the scenery, the farms, and that part of Kentucky culture that never gets old to me.

Lunch would be at Carson's Food & Drink in Lexington, followed by mid-day cocktails at Fresh Bourbon Distilling Co. Then I'm definitely doing an afternoon distillery tour at Woodford Reserve Distillery because there's just something about being on those grounds that feels uniquely Kentucky.

To close the day out, I'd head back to Louisville for dinner at Steak & Bourbon with live jazz entertainment, then finish the night with a cocktail at the rooftop bar at Hotel Bourré Bonne. That's pretty much my perfect mix of Kentucky: food, bourbon, horses, music, and good atmosphere all in one day.

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What's currently on your nightstand, in your earbuds, or on your screen?

On my nightstand right now is "Let Them" by Mel Robbins. In my earbuds is "Iceman" by Drake, and on my screen lately has been binge-watching "Nemesis" on Netflix.

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What does your work mean to your community, in your own words?

Tourism is one of those industries people sometimes underestimate because they only see the visitor side of it. But to me, tourism has always been a trickle-down industry that impacts entire communities.

When visitors come to a city, they spend money at local restaurants, hotels, attractions, shops, and small businesses. That spending helps business owners grow, helps workers provide for their families, and creates opportunities throughout the community. But beyond the economics, tourism also creates exposure. People experience new cultures, new perspectives, new food, new music, and new stories they may have never encountered otherwise.

So for me, the work has always been about impact. Yes, marketing matters. Data matters. Strategy matters. But at the end of the day, it's really about helping communities thrive and helping people connect with places and with each other.

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Who in Kentucky, past or present, do you think deserves more recognition, and why?

A lot of people know the Old Fashioned cocktail, especially in Kentucky, but far fewer know the story of the African American bartender who helped popularize it and helped shape early cocktail culture in America.

Tom Bullock was born in Louisville, Kentucky, in 1872 and became one of the most respected bartenders of his era. He even published a cocktail book in the early 1900s, which was a major accomplishment at that time, especially for a Black man in that industry and period of history. His work helped define professional bartending culture long before it became trendy or celebrated the way it is today.

Considering how connected Kentucky is to bourbon and cocktail culture now, I think his name deserves to be mentioned a lot more often in those conversations.

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What problem do you wish someone would solve in Kentucky right now?

One thing I wish Kentucky would lean into more is water recreation. For a state surrounded by thousands of miles of rivers and so much natural beauty, I think we still underutilize our waterfront potential in a lot of places.

There are opportunities for more riverfront experiences, entertainment districts, boating culture, outdoor tourism, and community spaces built around the water. I think Kentucky could do even more to make water recreation a bigger part of everyday life and tourism across the state.

It feels like one of the biggest untapped lifestyle and tourism opportunities Kentucky has right now.

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What's a Kentucky food you'd defend in a debate, even if other people think it's controversial?

Bourbon balls, without question. I'll defend them every time.

People either love them or act confused about chocolate and bourbon together, but to me they're one of the most Kentucky things imaginable. They work as a dessert, a holiday gift, something you bring to a party, or honestly just a random snack if you're in the mood for one. Bourbon balls somehow fit almost any occasion, which feels very on-brand for Kentucky in general.

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If you had to show a visitor the real Kentucky in just 24 hours, what would the itinerary look like?

We'd start the morning in Central Kentucky with a horse farm tour around Lexington so they could see the rolling hills, fences, and horse culture Kentucky is known for around the world. From there, we'd head to Louisville for a bourbon distillery tour because you really can't understand Kentucky without experiencing bourbon and the stories behind it firsthand.

At some point during the day, I'd want them outdoors too, probably a hike through Red River Gorge to experience Kentucky's natural beauty. Food-wise, we're definitely eating in either Louisville or Lexington because both cities have incredible food scenes that don't get enough national attention.

And honestly, to end the trip the right way? An overnight on a houseboat at Lake Cumberland. That's one of those Kentucky experiences people outside the state don't realize is such a big part of the culture here.

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What song would play as your personal walkout music at an event?

"Pretty Boy Swag" by Soulja Boy Tell 'Em.

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Leave us with something, a quote, a mantra, a piece of wisdom, or just something you want people to remember.

"Success occurs when preparation meets opportunity." That's probably the quote I live by the most.

To me, preparation is everything, formal education, learning on the job, mentorship, relationships, experiences, failures, all of it. You never really know when the next opportunity is coming or who it's going to come through. Especially in a place like Louisville, you're usually only one or two people away from a life-changing connection or opportunity.

That's why I believe in always staying ready, always learning, and always treating people well. You never know what door might open next.

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Follow Gathan across platforms at @gathandborden or visit gathandborden.com.

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