Alabama Tourism Department (ATD)


The award-winning Alabama Tourism Department reaches out to the more than 20 million people every year who travel to the state to visit attractions such as the Robert Trent Jones Golf Trail and the Huntsville The Alabama Tourism Department promotes the state with The Year of Alabama ArtsBotanical Garden's Spring Festival of Flowers, which was chosen by the Southeast Tourism Society as one of its Top 20 Events of 2007. Founded in October 1951 by an act of the Alabama legislature, the office was originally called the Bureau of Publicity and Information. The act stated that the new bureau had "exclusive power and authority to plan and conduct all state programs of information and publicity designed to attract tourists to the state of Alabama." In May 1984, the state changed the name to the Alabama Bureau of Tourism and Travel (ABBT), and the agency was elevated to departmental status and the director became a member of the governor's cabinet. ABTT is responsible for ensuring that Alabama's economy gains maximum benefits from tourist dollars. In 2006, 22.3 million travelers spent $8.3 billion providing 162,000 jobs in the state. In 2009, the bureau became the Alabama Tourism Department (ATD).

Headquartered in Montgomery, the department's director and assistant director are appointed by the governor. Sixty-three merit-system employees staff eight divisions, with managers overseeing the personnel, marketing, media, publications, financial services, mail, communications, and welcome-center divisions.

The ATD operates from Alabama's General Fund with an annual appropriation by the state legislature supplemented by a percentage of the State Lodging Tax charged for hotel and motel rooms and campground sites. The department promotes tourism nationally and internationally through advertising in print media, radio, and television. Most of this advertising budget is spent promoting tourism among southeasterners, because studies have shown that 85 percent of the tourists traveling to Alabama live within a 500-mile radius. State law prohibits the bureau from purchasing advertising inside Alabama. ATD employees write and produce tourism-related materials as well as travel-related articles and press releases. They also distribute press kits and organize press trips for members of the media, tour operators, and travel agents.

The Hank Williams Trail brochure was released in Hank Williams TrailThe department maintains and staffs eight welcome centers that give more than two million travelers annually their first impressions of the state. Within the centers, ATD staffers greet visitors and offer refreshments and information, including brochures about events, attractions, historic sites, and lodging options. The Alabama Department of Transportation maintains the grounds of each center. The department also operates a tourist information desk in the halls of the state capitol as well as the Governor's Mansion Gift Shop across Finley Avenue from the south entrance to the mansion.

Working with its advertising agency, a private company chosen by the director and an advisory committee made up of tourism professionals and industry leaders from around the state, ATD plans and organizes special year-long marketing campaigns that focus on a central theme. For instance, 2004 was "The Year of Alabama Gardens" and 2007 was "The Year of Alabama Art." The department provides support to individual travel writers who wish to produce print or broadcast stories about Alabama destinations.

The department's media division produces and distributes tourism brochures, such as its Trail Series, which concentrates on specialized market segments like African American heritage, birding, Civil War heritage, covered bridges, fishing, gardens, golf, and Native American heritage. In 2007, the Hank Williams Trail brochure was added, offering a brief biography of Alabama's most famous singer/songwriter, pointing out locations such as his boyhood home in Georgiana, the place where he took guitar lessons in Greenville, Lake Martin, where he wrote "Kowliga," his gravesite, and the Hank Williams Museum in Montgomery. In addition, the Official Guide to Alabama's Robert Trent Jones Golf Trail provides a full-color in-depth history and description of the world-class golfing venue that was the brainchild of David G. Bronner, CEO of the Retirement Systems of Alabama. It describes the famous holes, quoting top golfing magazines, at each of the 10 championship courses across the state.

Each year, the Alabama Tourism Department releases its Vacation GuideEach year's crowning achievement for the department is the Official Alabama Vacation Guide, which offers readers a tourist's view of the state from the mountains of northeast Alabama to the shores of the Gulf of Mexico. Highlights across the state include Space Camp at the U.S. Space and Rocket Center in Huntsville; Ivy Green, Helen Keller's home in Tuscumbia; the restored statue of Vulcan in Birmingham; Bellingrath Gardens near Mobile; and the Rosa Parks Library and Museum in Montgomery.

In addition to its publications and media-relations efforts, ATD sponsors the Alabama's Beautiful People program, which spotlights interesting local people whose personal or professional achievements have helped the state live up to its motto, Alabama the Beautiful. The department also produces the annual Alabama Tourism Awards, honoring outstanding work in the state travel industry. Announcements of these awards are included in the regularly published Alabama Travelgram, which highlights ATD activities and is distributed to its mailing list. The annual Alabama Calendar of Events is distributed to 200,000 tourists. In 2004 and 2005, the Southeast Tourism Society named the Alabama Tourism Department its Tourism Agency of the Year award.

Additional Resources  

Alabama: Official 2007 Vacation Guide. Montgomery: Alabama Bureau of Tourism and Travel, 2007.

Wayne Greenhaw
Montgomery, Alabama


Published August 10, 2007
Last updated November 16, 2012