Sustaining Member Spotlight – Alabama Tourism Department

At IITA, we’re proud to highlight Alabama Tourism Department as one of our keystone partners. Their commitment to showcasing Alabama’s rich cultural heritage, natural beauty, and world-class attractions has made the state an increasingly popular destination for international travelers. From developing strategic industry partnerships to creating immersive travel experiences, Alabama Tourism Department continues to play a crucial role in the growth of inbound tourism to the South.

What’s New for International Travelers?

Exciting news for international visitors—Amtrak is set to resume service between Mobile, Alabama, and New Orleans, Louisiana, in early summer! This long-anticipated return will feature a brand-new platform in downtown Mobile, offering travelers a seamless connection between two historic cities. Amtrak will run two trains daily, and in just three hours, visitors can travel from the Big Easy to Mobile on a tour that joins the two cities that share so much history, cuisine, and culture. Mobile hosted the first Mardi Gras Celebration in the U.S., and New Orleans expanded it. Seeing the two cities by train is a wonderful opportunity to taste the southern coastal cuisine and laid-back vibe in an easy fly-train vacation. Delicious seafood, nightlife, Africatown, beaches, and bird watching are just some attractions that await you in the Mobile area

The Key to Strong Partnerships with Inbound Operators

Inbound operators are the essential link between Alabama’s accommodations, attractions, and the international travel trade. Recognizing this, Alabama actively fosters collaboration at industry events like IITA Summit, IPW, and Travel South International Showcase. The state works closely with receptive operators to craft unique multi-state itineraries, such as "Get Your Vibe on I-65," which complements the marketing efforts of the 100th Anniversary of Route 66 on an epic road trip from the Great Lakes to the Gulf.

Starting at the northern terminus of Interstate 65 in Chicago, travelers journey south through Kentucky and Tennessee, entering Alabama in Huntsville. From there, the road trip highlights Huntsville, Muscle Shoals, Birmingham, and Montgomery, before concluding in Mobile, a historic Gulf Coast port and one of America’s 20 oldest cities.

Additionally, Alabama works closely with receptive operators to develop custom educational tours for student groups. With its rich history and educational significance, Alabama offers global visitors a chance to experience Sweet Home Alabama through its deep cultural heritage, historic landmarks, and immersive learning opportunities.

International Travel Trends to Alabama

Inbound tourism to the southern U.S. has surged since travel resumed post-pandemic, and Alabama is on track to meet or exceed pre-pandemic visitor numbers from several international markets. Travelers seeking unique, off-the-beaten-path experiences are drawn to Alabama’s rich cuisine, deep-rooted culture, and musical heritage.

As the birthplace or early home of jazz and blues legends, Alabama has played a pivotal role in shaping American music. Muscle Shoals, known as the “Hit Record Capital of the World,” has hosted countless legendary artists at its iconic FAME and Muscle Shoals Sound Studios.

From beaches to mountains, bustling cities to charming small towns, Alabama offers an unforgettable experience in every season. Its vibrant nightlife and entertainment scene feature live music year-round, showcasing everything from country and blues to jazz and rock. Additionally, Alabama’s renowned festivals and special events celebrate the state’s distinctive seasons, culinary traditions, and cultural heritage, making it a must-visit destination for global travelers.

Preparing Alabama for International Visitors

The Alabama Tourism Department is committed to making the state international-ready through training and industry support. They have guided key destinations through IITA’s Inbound Insider Steps to Success™ program, helping stakeholders hone their messaging, refine their sales pitch, and develop ready-to-sell destination products.

Additionally, their annual Spring Workshop provides an opportunity for staff to engage one-on-one with local constituents, sales and marketing teams, and statewide representatives—fostering valuable connections and growth opportunities.

Alabama Tourism also collaborates with key Alabama Civil Rights destinations in preparation for the U.S. Government’s nomination of five Alabama sites to UNESCO’s Tentative List of World Heritage Sites. This initiative further elevates the state’s global profile and highlights its historical and cultural significance to international travelers.

The Future of Inbound Travel to Alabama

As international travelers seek more immersive and off-the-beaten-path experiences, Alabama is well-positioned to meet this growing demand. Forecasts indicate that international travel to the South will rebound to pre-pandemic levels, with traveler spending expected to surpass previous records. With major gateway airports in Atlanta, Nashville, and New Orleans, accessing Alabama has never been easier. The state’s natural beauty, cultural richness, and seamless connectivity make it a top choice for travelers seeking adventure, relaxation, and an authentic taste of the American South.

Through strategic partnerships, expanded transportation options, and a commitment to showcasing its diverse offerings, the Alabama Tourism Department is paving the way for a thriving future in inbound tourism. Sweet Home Alabama awaits!

About the Author
Laura Hicks is the International Sales Manager for the Alabama Tourism Department. With over twenty years of experience in marketing and a dedicated focus on tourism, Laura plays a pivotal role in assisting international tour operators and travel agencies in bringing groups to experience the vibrant offerings of Alabama.

Laura’s background includes the creation of a digital marketing agency aimed at serving tourism organizations which has equipped her with valuable insights into the travel industry. Her expertise in multi-channel marketing strategies is instrumental in promoting Alabama as a premier travel destination for international travelers.

In addition to her professional accomplishments, Laura has been a Professor of Marketing at Troy University, specializing in marketing and public relations. She holds an MBA from Auburn University at Montgomery and earned her Senior Practitioner designation from the Southern Public Relations Federation. Laura’s passion for education and innovation greatly enhances her contributions to the Alabama Tourism Department. Contact Information: Laura Hicks, International Sales Manager, Alabama Department of Tourism, 334-242-4515, laura.hicks@tourism.alabama.gov