Tourism Development in West Alabama

The Opportunity

​Through a partnership with the Appalachian Regional Commission, UACED began collaboration with various economic development entities in western Alabama made up of the following counties: Bibb, Fayette, Greene, Hale, Lamar, Pickens and Tuscaloosa.  Through this project, strategic assets for local economies will be developed and strengthened with a goal to increase the level of domestic and international visitation to west Alabama.  We create economic impact in the region by promoting the value of the region’s assets from within. This will not only improve the local economy, but also foster opportunities for expanding economic development throughout the region.
 
UACED provided the framework needed to connect the regional partners to work on tourism projects on a multi-county level while providing a strong core for future growth. With continued development in organization and planning, the region will build a sustainable economic initiative that will attract travelers and build economic expansion and support for the region. 

The Production

  • Establish an identity for the region as a whole, including collateral marketing material and a regional logo promoting the assets of West Alabama as a tourism destination.
  • Develop a regional website (www.tourwestalabama.com), with an interactive calendar, regional maps, themed tour itineraries, individual county pages and the ability to sign up for the newsletter.
  • Create a regional Facebook page, on which each county posts on various days of the week for increased and varied interaction. The page has grown to over 3,000 likes, with a single post having a reach of over 1,800 impressions and driving traffic to the regional website.

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  • Attend tourism conferences and events such as the 2016 Alabama Legislative Tourism Bash, Travel South International Showcase and Travel South Domestic Showcase.
  • Create countywide hospitality resource guides, sample tour itineraries and promotional videos (see below) for each county, available online. These materials highlight what is unique about each county and emphasizes the varied experiences offered in the region.
  • Create a regional database of all the “makers” in West Alabama, ranging from cottage industry to manufacturing. This information can be used to promote shopping local to residents and the value of unique, hand-made items to tourists. 
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West Alabama hosted attendees from 8 countries on a post FAM trip in June 2016.

The Partners

  • ​The Alabama Scenic Byway program will identify, protect, preserve and enhance the resources of scenic corridors, which promote economic development through tourism and education in the history, culture and natural beauty of Alabama.
  • The USA Gulf States Geotourism program promotes the culture and heritage of the region though the stories of people that live there. Submitted attractions, venues and events are listed on the National Geographic Geotourism site (www.usgulfcoaststatesgeotourism.com). 
  • Through a partnership with Tuscaloosa Tourism and Sports, Tour West Alabama was able to participate in the Travel South International Showcase, where West Alabama was promoted through printed publications and meetings with over 30 tour operators and journalists. West Alabama also had a presence at the Travel South Domestic Showcase, where 107 tour operators interested in the south were exposed to West Alabama. Tour West Alabama took advantage of Alabama Tourism’s Year of Alabama BBQ. This theme was evident in giving away BBQ sauce from local restaurants, print advertising, t-shirts, aprons and a regional brochure called the “West Alabama BBQ Trail,” which promoted the best BBQ restaurants in the area. 
Brochure
West Alabama BBQ Trail Brochure (Click to view larger image)
Booklet
Travel South-International Booklet (Click to view larger image)

The Outcomes

  • As a result of regional collaboration, a cohesive brand was established for the region that will bring recognition of the region as a unified force for tourism as economic development in the region, while also expanding the area to be marketed to visitors in hopes of extending time spent in the area.
  • Taking the time to research and identify county assets in the beginning resulted in discovering the need for a way-finding program. County level partners are working together to design an engaging, clear and safe family of signs with a consistent visual identity to enhance the visitor’s experience, therefore creating a regional identity. In summer of 2016 Pickens County was awarded funding through Alabama Power’s Gateway Grant as the Pilot Program for West Alabama Way-finding Program. 
  • By utilizing the West Alabama Facebook page and collaboration with the regional partners, West Alabama’s nominee for USA Today’s 10 Best Readers’ Choice for Best Archaeological Site, Moundville Archaeological Park, was voted into a top three listing.
  • Attending state, national and international conferences and marketplaces equipped tourism partners with knowledge and networks to address tourism issues, provided a new platform on which to promote the assets of West Alabama to tour operators and travel writers, and presented new insight into methods others use to promote their tour destinations. Specifically as a result of attending the International Showcase, 6 international organizations and 8 visitors came to West Alabama for the first time. 

Popular Tourism sites in West Alabama

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Moundville Archaeological Park, Moundville, Hale County
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Cahaba River, Bibb County
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Hale County Farmers Market