alabama tourism partnership

Alabama Travel Council

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2022-2023 ATC Board of Directors

Executive Committee

Chairman of the Board – John Dersham, DeKalb Tourism

Northern District Vice President – Jennifer Moore, Huntsville-Madison County CVB

Central District Vice President – Amy Hudson, Greater Birmingham CVB

Southern District Vice President –  Rusti Price, Hospitality Consulting

Secretary – Rhonda Davis, USS ALABAMA Battleship Memorial Park

Treasurer – Bill Dowling, Valley Hotel Homewood/Birmingham

Immediate Past Chairman – Hans van der Reijden, Ithaka Hospitality Partners and The Hotel at AU

Northern District Board Members

John Dersham, DeKalb Tourism

Danielle Gibson, Decatur/Morgan County CVB

Susann Hamlin, Colbert Co. Tourism & Convention Bureau

Keely Law, Marriott Shoals Hotel & Convention Center

Jennifer Moore, Huntsville-Madison County CVB

Sue Pilkilton, Ivy Green/Birthplace of Helen Keller

Tami Reist, Alabama Mountain Lakes Tourist Assn

Tom White, Yedla Management Company, Huntsville

Central Alabama Board Members

Robyn Bridges, Auburn/Opelika Tourism

Bill Dowling, Valley Hotel Homewood/Birmingham

Sandra Fuller, Tallapoosa County Tourism, Alexander City

Craig Hillyard, Renaissance Montgomery

Amy Hudson, Greater Birmingham CVB

Kelsey Rush, Tuscaloosa Tourism & Sports Commission

Ron Simmons, Experience Montgomery, a Division of the Montgomery Chamber

South Alabama Board Members

Christy Baranovics, The Lodge at Gulf State Park

David Clark, Visit Mobile

Rhonda Davis, USS Alabama Battleship Memorial Park

Beth Gendler, Gulf Shores/Orange Beach Tourism

Penny Groux, Perdido Beach Resort

Aaron McCreight, Visit Dothan

Rusti Price, Hospitality Consulting

Magi Thomley Williams, Thomley Consulting

Past Chairman/President’s Advisory Council

Bill Dinan, Intermark Group

Heiko Einfeld, Tourism Professional Consulting & Strategies

Eva Golson, Mobile Film Commission

Tynette Lynch, City of Hoover Hospitality & Tourism

Al Mathis, DeSoto Caverns

Bill Murray, Integral Hospitality

Judy Ryals, Huntsville/Madison County CVB

Lee Sentell, Alabama Tourism Department

Hans van der Reijden, Ithaka Hospitality Partners and The Hotel at AU

Bart Williams, EarlyWorks Museum Complex

Alabama Tourism Partnership Representatives

Patti Culp, CAE, Alabama Travel Council

Tynette Lynch, CHA, City of Hoover Hospitality & Tourism

Current Ex Officio

David Brown, PCH Resorts

Janet Cobb, USS ALABAMA Battleship Memorial Park

Amanda Donaldson, University of South Alabama

Ed Douglas, Coastal Alabama Community College

Mindy Hanan, JD, AR&HA

Greg Lein, Alabama State Parks

Joseph Mitchell, Jefferson State Community College

Alvin Niuh, University of Alabama

Martin O’Neill, Auburn University

Trina Rackard, Wind Creek Hospitality/PCI

Honorary Board Members

Tom Chesnutt

Ron McConnell

Patty McDonald

Theresa Myles

John Powell

Bill Tunnell

ATC Representatives on ATP Board

Patti A. Culp, CAE, Alabama Travel Council

Tynette Lynch, Aldridge Gardens, Birmingham, and City of Hoover

President & CEO

Patti A. Culp, CAE

Promoting Sweet Home Alabama

Patti Culp has been singing the praises of Alabama as a destination for travelers for nearly 50 years. As the president and CEO of the Alabama Travel Council, she works closely with the Alabama Department of Tourism and the Department of Conservation and Natural Resources/State Parks to spread the word about what Alabama has to offer the world. She has been a tireless cheerleader for the tourism industry, serving as the meeting planner for the Governor’s Conference on Tourism, the annual Legislative Reception and the tourism department’s annual Welcome Center Retreat. A Montgomery native, she graduated from Troy University and worked in the insurance and golf tournament industries before returning back to her home to begin her career at the Travel Council in 1977. She has served on countless boards and agencies, including being the first female president of the Alabama Council of Association Executives. She was inducted into the Robert E. Lee High School Hall of Fame and is currently a commissioner for the USS Alabama Battleship Commission.  She spoke with Alabama Living about her job and her favorite state. – Lenore Vickrey

Tell us about the Alabama Travel Council and your role there.

The ATC is a not-for-profit, statewide trade association that promotes tourism and travel to and throughout Alabama. We serve as the industry leader for current and future tourism professionals, creating opportunities for connectivity and collaboration. Our mission statement is to lead and strengthen Alabama tourism efforts through advocacy, education, and promotion on behalf of its members. In addition to being president and CEO of the council, I also manage the Alabama Tourism Partnership (ATP), a consortium of statewide organizations serving as the tourism industry’s legislative voice.  

Why is tourism important to our state?

The tourism industry employs more than 238,000 Alabamians and produces more than $22 billion for the state’s economy. This year, we will celebrate the most significant increase in tourism revenue in Alabama’s history. Travelers are realizing the greatness that Alabama has to offer. Suppose the Alabama Department of Tourism, the ATC, the Convention and Visitor Bureaus/Chambers of Commerce, and other state and regional organizations didn’t exist? If that was the case, there is no way these numbers would have reached this magnitude. Alabama tourism industry professionals tell the true story of Alabama. The past is our legacy, and the future is our hope.

How does the council work with state agencies to promote that?

ATC works hand in hand with the Alabama Tourism Department (ATD) and the Department of Conservation and Natural Resources/State Parks. I have served on the ATD Advisory Board for over 40 years. This position allows me to have input and share the fantastic work that the ATD does to position Alabama as a major player in the industry. In addition, I work with other organizations that promote Alabama by serving on committees and boards (past and present) of the Alabama Restaurant & Hospitality Association, Southeast Tourism Society, Alabama Council of Association Executives, Alabama Motorcoach Association, etc. 

What’s your favorite part of your job?

No doubt, the people and the travel! My industry partners are my family, and traveling is my passion! It has been a wonderful experience to travel and tell people all over North America how magnificent Sweet Home Alabama is. Our hospitality, variety of outdoor adventures, and unique history are only the beginning of what I share! The fantastic attractions like the USS ALABAMA Battleship; Bellingrath Gardens; the beach; the mountains; the U.S. Space & Rocket Center; Ivy Green, the Birthplace of Helen Keller; the music; Alabama Civil Rights Memorial; and many, many more, are the reasons we can entice travelers to Alabama. 

I share all that is wonderful about Alabama with hundreds of tour and travel planners and their clients at regional and national travel exchanges hosted by the National Tour Association and Southeast Tourism Society. 

What’s the one thing about Alabama that you want our readers to know and tell their neighbors about?  

To share an old tourism theme – Alabama Has It All! If each citizen told their out-of-town family and friends about the beauty; natural diversity; phenomenal history; a remarkable variety of first-class attractions, hotels, and restaurants, and our excellent Southern hospitality, our numbers would continue to soar! Traveling to Alabama assures our visitors a unique and memorable experience they will share with others. It’s a win-win for everyone!ν

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Alabama Tourism Department

The official site for industry professionals, frequently asked questions.

• When was ATD created?
• What is the purpose of ATD?
• How is ATD funded?
• How does ATD impact tourism?
• What is 1-800-Alabama?
• What is www.alabama.travel?
• Where does ATD advertise Alabama?
• What are Welcome Centers and where are they located?
• What are the Rest Areas and where are they located?
• How can my brochures be distributed in the Welcome Centers?
• How can I acquire ATD brochures for displays?
• Who designs and creates Alabama's official travel brochures?
• What is a Matching Grant and how do I qualify?
• How is ATD involved in weather emergencies?
• What is the official Alabama Vacation Guide and how do I obtain a listing?
• What is Tourism Tuesday?
• How does ATD work with travel writers?
• How does ATD assist the group travel market?
• What are the four ATD regions?
• What are some other ways ATD promotes tourism?
• How does ATD pursue the global travel market?

When was ATD created? Back to top

The agency which now goes by the name of the Alabama Tourism Department was created in October 1951 by legislative act as the Bureau of Publicity & Information. The name was amended and changed in May 1984 to Bureau of Tourism & Travel and changed again in 2010 to the present name.

What is the purpose of ATD? Back to top

How is atd funded back to top.

ATD is funded by one-fourth of the 4 percent state lodgings tax collected by all hotels, motels, campgrounds and other accommodations. Alabama's funding ranks 9th among the 12 Southern states.

How does ATD impact tourism? Back to top

What is 1-800-alabama back to top.

ATD operates the 1-800-Alabama nationwide toll free and (334) 242-4169 telephone system for Alabama tourism information. Calls are answered five days a week by travel counselors who are knowledgeable about Alabama’s tourism product and the state travel industry. The travel counselors handle incoming calls, mail, and live chat, offer travel counseling for tourists and potential tourists, assist students doing Alabama research projects and process e-mail requests. Hours of operation are:

Monday-Friday, 8 a.m.-5 p.m.

Central Time

What is www.alabama.travel? Back to top

ATD maintains a website at www.alabama.travel . It contains comprehensive travel information and links to local tourism sites. ATD’s Facebook page is www.facebook.com/AlabamaTravel . For details on being included, contact Dawn Chandler at (334) 242-4415 or [email protected] .

Where does ATD advertise Alabama? Back to top

ATD's advertising efforts are targeted toward the Southeast, since 85 percent of tourists come from within a 500-mile radius of Alabama. Ads are placed in both print and broadcast media. State law prohibits ATD from placing advertisements within Alabama. For more information, contact Grey Brennan, 334- 242-4459 or [email protected]

What are Welcome Centers and where are they located? Back to top

What are the rest areas and where are they located back to top.

Rest Areas are strategically located within the interior of the state along major highways. They provide a place for travelers to take a break while en route to their destination, and are not staffed by ATD employees. They come under the authority of the Alabama Department of Transportation.

How can my brochures be distributed in the Welcome Centers? Back to top

Brochure Approval Guidelines and Procedures

How can I acquire ATD brochures for displays? Back to top

If you desire to display brochures that are published by ATD, you may call and inquire about availability. Requests for literature not published by ATD should be made directly to the attraction/event/lodging of a city. Contact Mattie Pierce, (334) 242-4644 or [email protected] .

Who designs and creates Alabama's official travel brochures? Back to top

What is a matching grant and how do i qualify back to top.

The Matching Grants program provides assistance on a 50/50 matching basis to non-profit Alabama tourism organizations promoting travel and vacation business in Alabama. Those approved may be considered for grants on an annual basis. Funds may be used for brochures, tourism promotion websites, and out-of-state media advertising. No organization, or any of its subdivisions or affiliated groups, will be approved for more than one matching grant. Each non-profit organization will be required to submit its tax exempt identification number or its tax exemption letter from the Internal Revenue Service. For details, contact Leigh Cross at (334) 242-4416, [email protected] or Scott Burbank at (334) 242-4359, [email protected] .

How is ATD involved in weather emergencies? Back to top

What is the official alabama vacation guide and how do i obtain a listing back to top.

The official Alabama Vacation Guide contains comprehensive information about the state's attractions, lodgings, state parks, campgrounds, outdoor recreation, outfitters and golf courses and also the calendar of events. The Guide is published by ATD and given out to more than 250,000 tourists annually. Alabama Vacation Guide information is also posted on the ATD website at www.alabama.travel and is updated as needed. For information about submitting events for the calendar of events, adding or changing listings, or enhancing listings with display ads, contact Pam Smith at (334) 353-4541 or [email protected] .

What is Tourism Tuesday? Back to top

Tourism Tuesday is an electronic newsletter about ATD, its activities and other industry news. It is distributed weekly via email. Articles are gathered from various sources or written in-house. The editor welcomes news stories or articles about big anniversaries, restaurants or attractions to open and events to be held. We collect stories and repackage them in a concise easy-to-read newsletter. Contact Dwayne ORiley at (334) 353-4516 or [email protected] .

How does ATD work with travel writers? Back to top

How does atd assist the group travel market back to top.

The Alabama Tourism Department (ATD) is ready to work with travel industry professionals to help make it as easy as possible to plan an Alabama vacation for your clients. Group travel planning services offered by ATD include offering suggested itineraries, Hub & Spoke and themed tours along with hotel and attraction information, and providing listings of Alabama motor coach companies and tour operators.

Other group travel services include:

• Sports Marketing - –provides contacts and information on sports facilities and venues for sporting events.

For more details regarding group travel services, contact Grey Brennan,(334) 242-4459, [email protected] or Rosemary Judkins, (334) 242-4493, [email protected] . Or visit the Group Travel Resources page.

What are the four ATD regions? Back to top

Counties: Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan, Winston

Counties: Bibb, Calhoun, Clay, Cleburne, Chambers, Chilton, Coosa, Fayette, Greene, Hale, Jefferson, Lamar, Perry, Pickens, Randolph, St. Clair, Shelby, Sumter, Talladega, Tallapoosa, Tuscaloosa, Walker

Counties: Autauga, Barbour, Bullock, Butler, Choctaw, Coffee, Covington, Crenshaw, Dale, Dallas, Elmore, Geneva, Henry, Houston, Lee, Lowndes, Macon, Marengo, Montgomery, Pike, Russell, Wilcox

Counties: Baldwin, Clarke, Conecuh, Escambia, Mobile, Monroe, Washington

What are some other ways ATD promotes tourism? Back to top

• Provides statistics on the economic impact of travel activity in Alabama.

• Plans and organizes special year-long themed marketing campaigns:

How does ATD pursue the global travel market? Back to top

Alabama welcomes tourists from all countries and markets in the world. We promote Alabama as a travel destination through partnerships with Brand USA, Travel South USA, the services of in-market representatives in key markets and focus on the consumer and travel trade through advertisements, public relations efforts and directly to consumers, travel journalists, and travel trade at important shows and consumer events. The Alabama Tourism Department assists with familiarization tours for foreign travel journalists and tour operators.

ATD’s international in-market representatives in the UK/Ireland market are Andy Facer and Surinder Manku of 5F Marketing.

Andy Facer [email protected]

Surinder Manku [email protected]

In the German/Austria/Switzerland markets, a German Partnership with several of the major destination marketing organizations in Alabama has been formed to provide representation in those markets for important tourism sections of Alabama. The partnership contracts with Textransfer in Germany. Our representative for Public Relations and Marketing is Janin Nachtweh. The contact information is as follows:

In additional markets, ATD has joined with several other Travel South member states in contracting for services:

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Ecotourism holds promise for Alabama’s coastal region

Most visitors flock to the beach and don't know what they're missing nearby. Coastal Alabama Partnership hopes to change that.

Coastal Alabama is beloved for its beaches. But there’s so much more to see and experience — the Delta, the history, and flora and fauna. Problem is, most people don’t know it’s there.

So, Wiley Blankenship, president and CEO of the Coastal Alabama Partnership , set about getting it the recognition it deserves. He teamed with Costas Christ, founder and president of Beyond Green Travel , and began working to let prospective visitors know what’s there and how to keep it safe for generations to come.

The pair had a working lunch at the Blue Gill Restaurant on the Causeway between Mobile and Baldwin counties. From there you can see the Delta criss-crossing the landscape in its final approach to Mobile Bay and the Gulf of Mexico.

And they began planning how to make ecotourism a reality in Alabama’s southernmost counties.

Until recently, ecotourism was an unfamiliar term on Alabama’s Gulf Coast. It was an unknown void. To say Mobile and Baldwin counties’ ecotourism development had a long way to go is a euphemism. It had not started.

“It was practically nonexistent,” says Blankenship. “When it came to ecotourism — the fastest growing segment of the tourism industry with a 20% annual growth globally — we did not have to up our game. We were not in the ballpark.”

That was about to change.

CAP partnered with BGT and they found a good fit.

A coastal coalition of community leaders, CAP’s vision is: “To become a globally competitive destination recognized around the world as the place to work, live and play, because of the unique quality of life found in our region.”

Based in Brooksville, Maine, BGT’s website proclaims it “offers professional services and solutions that make tourism a positive opportunity for business and the planet alike. At its core, the company believes business, tourism and the environment can work in harmony and be planet friendly.”

Christ and company went to work, starting first with a clear definition. “Ecotourism is responsible travel to natural areas that protects nature and sustains the wellbeing of local people,” the group’s founder says. He believes the potential in South Alabama is tremendous.

“Even before the pandemic, nature and cultural heritage travel were the fastest-growing sectors of the global tourism industry,” says Christ. “And that says a lot. In 2019, one out of 10 people around the world were employed in travel and tourism. Put simply, tourism is one of the largest industries on earth with the potential to contribute significantly to economic growth and development.”

Blankenship adds, “Ecotourism is the comprehensive whole environmental system for visitors to explore.  Not just the beaches — though Alabama’s beaches are great — we mean everything.” He listed examples, including Mobile Bay, the Tensaw River Delta, wetlands and other areas. Some natural resources are under-utilized, many are little known, and others, difficult to access.

Working with a $560,000 BP oil spill recovery grant, the task is underway to convert an ecosystem to ecotourism and eco-jobs and economic growth. Opportunities are enormous but so are the challenges.

Currently, the project is based on six focus points from CAP’s Regional Strategic Plan:

Expand ecotourism and reinforce educational opportunities. “These can be traditional onsite classrooms,” says Blankenship. Some are unorthodox but still pretty cool.

He offers an example: “Other places offer tourists the chance to board real oyster or shrimp boats for a few hours. They learn about harvesting seafood by actually hoisting nets or pulling up oyster cages under guidance of experienced crews. When back on shore, they cook their catch. People pay to do that. They could pay us, too.”

Other educational opportunities are available in the area’s rich history. Blankenship notes, with lessons from Africatown settlers who survived by hunting and fishing; from Confederate soldiers who walked many of today’s scenic walking trails; and from ancient Indian burial grounds.

Create a great inventory for ‘place-based’ tourism.  “You can leave the beach and in 10 minutes, explore places and phenomena you never knew existed,” adds Blankenship. Places such as pitcher plant bogs, where the plants chew and swallow their food like you do, except slower. BGT is making a list of such places, including the coast’s vast delta system, hidden lakes and other natural wonders.

Collaborative branding campaign. “We were all, ‘What do you mean branding? What do you mean we are not identifiable?,’” recalls Blankenship, addressing the focus point.  “We are Mobile! We are the beaches of Alabama!”  But he conceded, outside of about a 100-mile sphere, nobody identifies with coastal Alabama.  “California has Silicon Valley, San Francisco is the City by the Bay, but Mobile/Baldwin does not have an identifier — yet.”

Create economy initiative. CAP leaders noted that from an economic standpoint, true ecotourism benefits the locals, creates job opportunities and opens paths for cottage industries such as lodging, restaurants, tour guides, campsites, fuel and supply stores. “We find many nature explorers enjoy adventures in the great outdoors by day and luxury accommodations at the Grand Hotel by night.” 

Insure regional connectivity and mobility. New Green Travel advocates support for development of multi-use trails in the region. Also, access points must be made available and more prominent. “We have amazing places to see, by boat, automobile or foot trails,” says Blankenship. “But that is irrelevant if people cannot get there.”

Culinary arts initiative. “There was a time in Gulf Shores when you could not find a decent sandwich,” says Blankenship. “Now Gulf Shores/Orange Beach is a culinary destination. We can do that with other areas, too.” Visitors are often looking for food locally sourced and grown here.

But, CAP concedes, none of this works without promotion. When visitors come from North Alabama they go to the beach. They don’t go to the Delta.  But they can visit the coast and see alligators, tropical birds, exotic fauna that they would never see in Huntsville. And it’s doubly true for snowbirds flitting down from the upper Midwest.

“We want the world to know what we have here and that starts with Alabama,” says Blankenship.  “There are even people in Mobile and Baldwin County who don’t know what we have here. That has to change.”

CAP’s goal is to make sure that visitors marvel at the ecosystem, as well as the Gulf beaches.

But Christ sounds a note of caution. “We recommend moving away from measuring success based on growth in tourism numbers,” he says. “Having more tourists does not always translate into better tourism or more economic growth. Tourism’s success should be measured by its impact to improve the economic and social wellbeing of local communities, benefit cultural heritage and history, and directly support the protection of nature.

 “Tourism should never be about conquering a destination,” Christ says. “Rather, it should be about enhancing it. I remain convinced that with proper planning and management, Coastal Alabama can be a world-class ecotourism destination that promotes cultural heritage, protects biodiversity and directly benefits local people.”

Beyond Green Travel made several visits to Coastal Alabama in 2021, gathering data, fact-finding, and formulating a plan. More work will be done in 2022.

And before long, the groups hope, green ecotourism will become the Coast’s emerald.

Emmett Burnett is a freelance contributor to Business Alabama. He is based in Satsuma.

This article appeared in the February 2022 issue of Business Alabama.

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Alabama tourism industry revenue sets record in 2021 thanks in part to beaches

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It seems everyone is traveling to Alabama lately. Last year the state's revenue from tourism set a record surpassing even pre-pandemic levels. Tourist spending reached nearly $20 billion that year with $9 billion of those dollars spent in the state's Gulf Coast region.

Gov. Kay Ivey announced the numbers during a May 18 press conference.

The overall amount of tourism revenue in 2021 exceeded previous records by $16.7 billion, nearly 17%. The Alabama Tourism Department's economic impact report said 28.2 million people visited the state in 2021 and spent $19.6 billion for food, accommodation, travel, shopping and incidentals. Guests paid more than $1.1 billion in taxes to state and local governments.

Locally, Baldwin County welcomed over 8 million visitors in 2021, which was 28% of the number of total tourists that visited the state. That number was up from  5.8 million from 2020. Those visitors spent over $7 billion and directly supported 43,144 jobs. State tourism director Lee Sentell credited the governor's strategic initiatives for helping the state's tourism industry almost double in revenue in just 10 years. Revenues went from $10.7 billion in 2012 to $19.7 in 2021.

"The governor's decision to reopen Gulf Coast beaches after the peak of COVID closures helped to mitigate pandemic losses," Sentell said. "The robust spending by tourists visiting the beaches in 2020 kept the state in the top five in the nation for least percentage loss of revenue at the height of closures."

Grants and partnerships have helped push Alabama tourism commercials to a wider audience. The tourism department received a $10 million federal CARES grant to fund a major digital advertising campaign that features Alabama's 67 counties. More than 268 million prospective travelers saw the campaign. A partnership with the Retirement Systems of Alabama and Gray Television has grown Alabama tourism commercial reach from 44 stations to 113 nationwide, now reaching 36% of the nation's households.

The broader reach has helped Alabama grow in travel search activities since 2019, rising from No. 30 to No. 4 nationwide, according to a recent Google study by Trips to Discover.

HomeToGo, a vacation rental marketplace, said that Gulf Shores is one of the most popular destinations for the Memorial Day holiday weekend with search demand for local vacation rentals up 24% versus 2021.

While tourism was booming in 2021 the outlook for 2022 is not as robust.

"The talk among my peers and the CVB is that 2022 is going to look a lot more like 2019 then 2021. We all throw 2020 out," said Hunter Harrelson, owner of Beachball Properties in Gulf Shores.

Harrelson said Beachball Properties has an 87.4% occupancy over the four days of Memorial Day compared to 90.4% in 2021. The Gulf Shores, Orange Beach and Fort Morgan market was at 86.9% in 2021 compared to 69.3% in 2022. In comparison in 2019, Beachball Properties was 76% occupancy versus the area market at 75.6%.

"Based on these numbers, the market as a whole is slightly behind 2019 and way behind 2021. Beachball is very aggressive with our pricing, and that is one of the leading factors to us keeping up with our own 2021 numbers," Harrelson said.

"The outside forces, like inflation, are making a difference. Luxury properties are not feeling that as much. If you think about it, a high earning family does not see the immediate impact of high gas prices and inflation. They will still travel and pay a fair value. But the family with a median income of, let's say $50,000 to $60,000 are feeling it much harder. That family typically paid $2,200 to $2,600 a week for a condo in our area. Last year that same condo was going for $3,500 plus."

Harrelson said Alabama no longer has the advantage of being open while much of the rest of the country shutters for Covid-19.

"This year we are competing with the entire U.S., you can fly without a mask, take a cruise, etc. If we don't adjust, we lose out," he said.

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Agri-Tourism in Alabama

Many small farms throughout Alabama have turned to agri-tourism to boost revenue. Although the number of small farms had fallen in recent decades, many farmers are diversifying their products and supplementing their incomes based upon traditional agriculture, such as fruit picking and corn and hay mazes. Agri-tourism provides the opportunity to increase profits on farm sales of value-added products and services.

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J. Thomas Chesnutt Auburn University

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AMLA’s Tami Reist honored with Yellowhammer Women of Impact Award

FOR IMMEDIATE RELEASE CONTACT: Alabama Mountain Lakes Tourist Association PHONE: 256.350.3500 / 800.648.5381 EMAIL: [email protected]

AMLA’s Tami Reist honored with Yellowhammer Women of Impact Award

Decatur, Ala. (September 1, 2021) – Tami Reist, president and chief executive officer of Alabama Mountain Lakes Tourist Association (AMLA), has been named a recipient of the Yellowhammer Women of Impact Award. She is one of 20 women from across the state of Alabama chosen for the distinguished award.

The fourth annual Yellowhammer Women of Impact Awards recognize the personal and professional accomplishments of Alabama women whose powerful contributions have moved the needle across business, government and non-profit sectors. These women are a force in the state and are respected leaders, advisers and mentors who empower others through the lives they devote and trails they blaze.

The honorees will be featured on Yellowhammer News beginning September 1 through 28, 2021, where each of their stories will be shared one-by-one each weekday. A reception to honor the recipients will be held at 6:00 p.m. on Thursday, Sept. 30th at The Florentine located at 2101 2nd Avenue N in Birmingham. 

“Tami’s professional career embodies what these awards are all about. Her contributions to the tourism industry are considerable. More than that, her contributions to the people, businesses and communities she serves are incredibly impactful,” said Allison Ross, Yellowhammer Multimedia owner and publisher.

As president and CEO of AMLA, Reist is responsible for planning, implementing, directing and evaluating all promotional programs as well as overall development of the tourism and travel industry within the 16 northernmost counties of the State of Alabama. The region currently generates more than $2.6 billion in travel expenditures on an annual basis. Her responsibilities also include strengthening and expanding the membership base of AMLA, a not-for-profit organization that is supported by 500-plus members. Under her leadership, AMLA received the 2015 Chairman of the Board Award from the Southeast Tourism Society, and in 2016, Reist was presented the Alabama Tourism Partnership Award of Excellence. 

Reist is a board member for a number of tourism and travel-related and civic organizations including: governor appointee to the Scenic Byways Committee, Alabama Tourism Chair for the Appalachian Regional Commission, Southeast Tourism Society Legislative Council, the Alabama Bicentennial Commission, Alabama Travel Council, Alabama Council of Association Executives, Alabama Association of Destination Marketing Organizations and numerous other local and state travel-related groups. She is also an instructor at the Southeast Tourism Society’s Marketing College in Dahlonega, Ga., and is a past contributing presenter to the tourism and travel field of study at Mississippi State University in Starkville. 

Among her many recognitions are the 2018 Athena International Leadership Award presented by Decatur-Morgan County Chamber of Commerce, Alabama Travel Council Partnership Award, the Southeast Tourism Society Dorothy Hardman Spirit Award and This is Alabama and Birmingham magazine’s 2018 “Women Who Shape the State” honoree. 

Before leading AMLA, Reist served as the president and CEO of the Decatur-Morgan County Convention and Visitors Bureau. Under her management at the CVB, her team received the “Shining Example” award from the Southeast Tourism Society in 2009 and the 2008 “Tourism Organization of the Year” award from the Alabama Tourism Department. She was also previously the project manager and general manager of the Courtyard by Marriott - Decatur, Ala.; regional manager for the Hampton Inn and Country Inn & Suites by Carlson - Decatur and Florence, Ala.; and general manager and project coordinator of the Amberley Suite Hotel - Decatur, Ala. 

For more information on the Yellowhammer Women of Impact award, visit  https://alabamawomen.org/. 

About Alabama Mountain Lakes Tourist Association (AMLA) AMLA is a nonprofit organization dedicated to the promotion and development of the travel industry within the 16 northernmost counties of the state. It is supported by 500-plus members consisting of chambers of commerce, Convention & Visitors Bureaus, attractions, campgrounds, festivals, communities, counties, golf courses, restaurants, tour operators, accommodations, vendors, financial institutions and individuals. Counties included within the AMLA region are Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan and Winston. Additional information on North Alabama destinations, accommodations and special events is available by calling 800.648.5381 or by visiting www.northalabama.org.  

Alabama Mountain Lakes Tourist Association

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