Alabama Tourism Department Recognizes Industry Leaders

2025-08-31

MONTOGMERY, AL. – The Alabama Tourism Department recognized its 2025 award winners during the 2025 Alabama Governor’s Conference on Tourism, held on location at The Lodge at Gulf State Park by Hilton in Gulf Shores, Alabama. Winners included Dawn Chandler as ATD’s Director’s Award, Jabo Waggoner as Tourism Government Advocate, and Jack Edwards Airport and Allegiant Air as one of the Tourism Partnerships of the Year. There were seventeen award categories, and twenty-one awards were presented.

Other award winners include Deborah Tillis and Laura Smith, Alabama Welcome Center Employees of the Year; Mattie Pierce, ATD Employee of the Year; Harmony Heard, Tourism Industry Employee of the Year; David Clark, Tourism Executive of the Year; Alabama Magazine and Alabama Living Magazine, Tourism Media Advocate; Alabama Department of Conservation and Natural Resources, Governor’s Tourism Award; Amy Hudson and Rusti Price, Lifetime Achievement; Travis Harrison, Rising Star; Alabama Correctional Industries, Tourism Partnership Award; Hans van der Reijden, Alabama Tourism Hall of Fame; Hudson by AVOLTA, Corporate Tourism Award; Visit Mobile, Tourism Organization of the Year; Alabama’s Beaches, Theme Campaign Award; 51st Annual Orange Beach Festival of Art, Event of the Year; and Hugh S. Branyon Backcountry Trail, Attraction of the Year.

“We have incredibly strong tourism industry professionals in Alabama, and those recognized this year are no exception,” said Lee Sentell, Director of Alabama Tourism Department. “Their unwavering leadership and dedication continue to elevate Alabama as one of the go-to destinations in America. We are proud to recognize the people and organizations that contribute to the success of tourism in the state.”

Below are the brief biographies of each winner.

Alabama Welcome Center Employee of the Year – Deborah Tillis & Laura Smith

Deborah Tillis: Deborah Tillis started with the Alabama Tourism Department as a temporary employee. First as a Clerical Aide, then Laborer, Tourist Promotion Representative, and now the current Manager. Becoming manager of the Houston Welcome Center was a dream job she sought when working as a Dental Hygienist and hearing the current manager’s story about tourism.

In her spare time, she finds joy in raising various varieties of flowers. She is a proud wife of 39 years, and she has two sons.

Deborah says it has been a great honor and privilege to serve at the Houston Welcome Center for the past fifteen years, to welcome and assist travelers from around the world to our great state.

Laura Smith: Laura Smith started working part-time at the Lanett Welcome Center on December 21, 1985. She was promoted to manager in November 2012. She has collectively worked at the Lanett Welcome Center for almost 40 years.

Laura graduated from Auburn University in 1985. Laura is a member of First United Methodist Church of West Point, Georgia, where she is in the choir, on the Leadership Board, and Finance Committees. She has two children, Lauren and Reynolds. She will become a first-time grandmother in October.

ATD Employee of the Year – Mattie Pierce

Mattie Pierce began her career with the Alabama Tourism Department in 2013 as a front office clerk. Through dedication, a strong work ethic, and a commitment to excellence, she advanced within the agency. Today, she serves as the Supervisor of Mail and Distribution, where she oversees critical communication and logistics functions that keep mail operations running smoothly.

Known for her reliability and positive attitude, Mattie is a valued team member and a great employee who leads by example. Outside of work, she enjoys spending quality time with family and friends and her beloved dog, Coco.

Director’s Award – Dawn Chandler

With over 30 years of dedicated service to the Alabama Tourism Department, Dawn Chandler has been a cornerstone of the agency’s success. Although retired, Dawn continues to generously contribute her expertise and support wherever needed — from helping organize the Governor’s Conference, Tourism Bash, and Welcome Center Retreat to assisting with various special projects. Her wealth of knowledge, steady leadership, and long-standing relationships make her an invaluable asset in driving success behind the scenes.

In her spare time, Dawn enjoys traveling and cherishes spending quality time with friends and family, especially her three grandchildren.

Tourism Industry Employee of the Year – Harmony Heard

Harmony Heard is the Executive Director of Tourism for Visit Cullman, where she has been rapidly transforming Cullman County into being recognized as one of Alabama’s most vibrant and fastest-growing travel destinations. Under her leadership, Cullman has experienced historic growth in lodging tax revenues of up to 56% increase and gained the top hotel occupancy rate in North Alabama for multiple months. She’s spearheaded digital campaigns, including “Cozy in Cullman,” and helped earn national recognition for Cullman from USA Today and Southern Living.

Harmony has expanded Visit Cullman’s digital reach by over 300%, implemented key tourism technologies, and launched the county’s first Tourism Development Fund. A passionate advocate for local engagement, she champions grassroots tourism through business partnerships, community presentations, and volunteer initiatives.

Prior to her work in Cullman, Harmony held leadership roles at Visit South Padre Island and the Westin Huntsville, earning multiple awards for sales and community service. She is a former President of the Huntsville/Madison County Hospitality Association and has served on numerous civic and industry boards.

With a background in accounting, a heart for service, and a drive to elevate Alabama tourism, Harmony exemplifies the spirit of leadership, innovation, and community impact. Rooted in the love of her family, they remain the foundation of her purpose and the inspiration behind her dedication to her work.

Tourism Executive of the Year – David Clark

David Clark is the president and CEO of Visit Mobile, bringing over 37 years of leadership experience in hospitality, lodging, and tourism leadership experience to Coastal Alabama. His efforts in destination development have led to the five-year renewal of the state’s first tourism Improvement District, and one of the most innovative public-private partnerships in the U.S. David was appointed by Governor Kay Ivey to the Southern Rail Commission, where he has spent eight years guiding the return of passenger rail service to Mobile.

In cultivating purposeful relationships with Carnival Cruise Lines, David steered Mobile toward securing the return of full-time cruising on the largest ship in the Port of Mobile’s history. His engagement with city and county leadership has turned ideas into actions, collaborating on projects such as Mobile’s new international airport and $300 million arena complex.

David is active in domestic and international leisure and convention promotions and serves in leadership roles on numerous industry, civic, and cultural boards of directors. He is married to Melinda Murphy Clark and has a daughter, Savannah.

Tourism Advocate – Media – ALABAMA Magazine & Alabama Living Magazine

ALABAMA Magazine: Founded in 2010, Alabama Magazine is the exclusive statewide luxury lifestyle magazine featuring our people, places, businesses, culture, and heritage. The bi-monthly, award-winning publication includes something for everyone and is available through subscription and may be purchased from all major newsstands. Inside the magazine, you will find something for everyone. Whether you are a native Alabamian or a newcomer, we look forward to sharing with you the legacy of our state.

Alabama Living Magazine: Alabama Living has been the official publication of the electric cooperatives of Alabama for 78 years. The largest circulation magazine in the state, Alabama Living, is delivered to 456,000 Alabama households and businesses each month, reaching more than a million readers in all 67 counties in Alabama as well as subscribers in each of the lower 48 states. It is a lifestyle magazine providing informative guides, engaging profiles, and a unique perspective on rural and suburban Alabama, with stories about people, places, and things. It consistently covers travel-related perspectives and spotlights various tourism destinations throughout the state. Alabama Living has won numerous national awards for its editorial content, photography, and design, including most recently, first place in its circulation category in 2024 from the National Cooperative Communications Association.

Tourism Advocate – Government – Jabo Waggoner

Senator Waggoner, born in Birmingham, Alabama, on January 8, 1937, is serving his 8th term in the Senate after serving from 1966-1983 in the House of Representatives. Senator Waggoner received his BA degree from Birmingham Southern College and his JD degree from Birmingham School of Law. He and his wife, Marilyn, are the parents of four children and grandparents of seven and one great-grandchild. Senator Waggoner is also a member of the Homewood Church of Christ.

He serves on the following boards: Executive Committee of Birmingham Business Alliance; Faulkner University Board of Trustees; Greater Birmingham Convention and Visitors Bureau; Alabama Sports Hall of Fame. He is a member of Hoover, Homewood, Shelby County, Vestavia Hills Chambers of Commerce; a 50-Year member of Civitan International; a member of Masons and Shriners organizations; member of the Monday Morning Quarterback Club. He was inducted into the Birmingham Southern College Sports Hall of Fame in 2007 and received the Birmingham Southern Distinguished Alumni Award in 2013. He was also the recipient of the Ronald Reagan Lifetime Achievement Award in 2012 and the 2013 Alabama State Council of the Arts Council Legacy Award.

Senator Waggoner served as Senate Minority Leader from 2002-2010, and then the Majority leader from 2010 – 2014. Senator Waggoner has the longest record of service of any legislator in the history of Alabama.

Governor’s Tourism Award – Alabama Department of Conservation and Natural Resources

The Alabama Department of Conservation and Natural Resources is responsible for the conservation and management of Alabama's natural resources, including 21 state parks, 23 public fishing lakes, three freshwater fish hatcheries, one aquatic biodiversity center, 162 public boat ramps, 35 wildlife management areas, seven special opportunity areas, 12 shooting ranges, 21 archery parks, a saltwater mariculture center, approximately 300,000 acres of Forever Wild land, and 645,000 acres of trust lands managed for the benefit of several state agencies and the state’s General Fund and the Alabama Trust Fund. Additionally, through its Deepwater Horizon Restoration Section, the Department has overseen more than $1 billion in coastal restoration and infrastructure projects in recent years.

Under the leadership of Conservation Commissioner Chris Blankenship, the Department has developed an outdoor recreation expansion program focused on upgrades and improvements to the state’s outdoor recreation infrastructure. Through innovative funding sources the Department has secured more than $228 million for State Parks upgrades, $56 million for boating access renovations, $10 million for improvements to Alabama’s State Public Fishing Lakes, $12 million for trail system improvements, $76 million to increase coastal beach access and fund beach renourishment projects, $4 million for upgrades to the Forever Wild Field Trial Area in Hale County, and $20 million for the development of a statewide shooting sports trail. These projects, along with Alabama’s abundant hunting and fishing opportunities, will position the state as a premier outdoor recreation destination for visitors from throughout the country and around the world.

Lifetime Achievement – Amy Hudson & Rusti Price

Amy Hudson: Amy Hudson has worked in the hospitality industry for over 35 years, including time in the hotel sector and the past 26 years as State Association Sales Manager at the Greater Birmingham Convention & Visitors Bureau. In this role, she has specialized in building relationships with meeting planners across Alabama, Georgia, Tennessee, and Mississippi, promoting Birmingham as a premier convention destination.

Outside of work, Amy enjoys Pilates, relaxing on Lake Mitchell, walking her dog, reading, traveling, and spending time with family and friends. She is married to Harold Hudson and is proud of their two children, John (married to Ashley) and Emma. After many fulfilling years in an industry she loves — and meaningful involvement with the Alabama Travel Council — Amy is retiring, grateful for the people who have taught her so much about true hospitality.

Rusti Price: Rusti Price’s career in the hospitality industry spans from Director of Sales and Marketing to General Manager of larger, full-service hotels, while she also obtained the Certified Hotel Administrator certification. She also worked with management companies as a Regional Director, overseeing hotel renovations and the opening of 12 hotels in Alabama, Mississippi, Maryland, and New Mexico

Later, she became an independent hospitality consultant to several management companies, assisting them with onboarding newly acquired hotels, franchise transitions, and establishing property action plans for properties in distress.

Currently, Rusti co-chairs the Alabama Legislative Tourism Bash, works on the Alabama Governor’s Conference on Tourism, and works with Alabama Mountain Lakes and HPG as Flawless Delivery Coordinator. She has served as the past president of the Alabama Hospitality Association and has been awarded the Alabama Hospitality Award and the Alabama Travel Council Award of Excellence.

In Orange Beach, she coordinates the music stage for the Orange Beach Arts Festival. She also belongs to the Treasurers of the Isle Mardi Gras Krewe, where she served as a mentor for new members, and was the 2024 Mardi Gras Queen for her Krewe.

Rising Star – Travis Harrison

Travis Harrison is the Experience and Marketing Specialist for Auburn-Opelika Tourism, where he has served since January 2024. In his 18 months with the organization, Travis has worked across all departments to support marketing campaigns, event strategy, and community engagement. His role was created specifically to reflect his unique ability to connect storytelling, strategy, and visitor experience. He has helped launch statewide campaigns, supported award-winning events like War Eagle Run Fest, and contributed to the growth of Alabama’s tourism economy through cross-regional collaboration.

In 2024, Travis was honored with the Auburn Young Professionals Serve Award, and in 2025, he was named the Alabama Tourism Department’s Rising Star. Originally from Texas, he moved to Alabama to attend Auburn University and never looked back. He now proudly calls Lee County home, where he volunteers as a youth lacrosse coach and serves on multiple industry and civic committees. Travis is passionate about using tourism to improve the quality of life and tell meaningful stories about the places that make Alabama special.

Tourism Partnership of the Year

Jack Edwards Airport and Allegiant Air

Gulf Shores International Airport (JKA/GUF), located just three miles from Alabama’s Gulf Coast, has long been a gateway to coastal Alabama and serves general aviation, military, medical, and law enforcement operations. With over 100,000 annual aircraft movements and an economic impact exceeding $44 million, the airport plays a key role in advancing tourism, mobility, and opportunity across the region.

Knowing scheduled airline service was always the ultimate goal, the airport began making a series of calculated investments in airport and terminal infrastructure. The airport started construction without a guarantee of an airline partner in August 2024. That call was answered by Allegiant, which partnered with the airport in the Fall of 2024 to usher in scheduled airline service into Gulf Shores from eight non-stop destinations, starting on May 21, 2025. The service has been a tremendous success, amassing over 10,000 visitors in its first six weeks of service.

Allegiant, named Best Low-Cost Airline in North America for the second consecutive year at the 2025 World Airline Awards, is a leader in connecting travelers to leisure destinations through affordable, nonstop service. More importantly, they are a true community partner—engaged, responsive, and committed to sustainable growth.

Together, Gulf Shores International Airport and Allegiant exemplify what’s possible when public infrastructure and private innovation align to expand tourism, increase access, and deliver lasting value to the communities they serve.

Alabama Tourism Department and Alabama Correctional Industries

Alabama Correctional Industries (ACI) has been operating since its establishment in 1976 under the Alabama Department of Corrections, providing prison-based worktraining programs that produce institutional clothing, bedding, printed materials, furniture, and the state’s license plates. ACI’s license plate manufacturing facility is located at Holman Correctional Facility in Atmore, where its digital tag shop produces over 225 plate designs using secure, reflective digital printing technology. The department’s mission includes offering meaningful vocational training that helps incarcerated individuals develop skills that may assist with reintegration upon release

In a recent initiative launched in 2025, the Alabama Tourism Department partnered with Alabama Correctional Industries, a division of the Alabama Department of Corrections, to produce a new state-issued specialty license plate promoting tourism in Alabama. This plate features iconic imagery such as the Gulf Coast beaches and the state’s “Sweet Home Alabama” logo, with proceeds designed to support tourism marketing efforts statewide.

Alabama Tourism Hall of Fame – Hans van der Reijden

With over 30 years of international experience, Hans van der Reijden is a visionary leader in hospitality, known for his ability to create exceptional guest experiences and strong employee-driven cultures. A native of Holland, Hans began his career in a 2-Star Michelin restaurant before working in Antwerp, Belgium, and aboard Holland America Line ships. He later joined The Ritz-Carlton Hotel Company, where he opened hotels worldwide and developed a close mentorship with founder Horst Schulze.

In 2003, Hans joined Schulze at Capella Hotel Group (CHG) as a founding partner, helping build an ultra-luxury hospitality brand focused on personalized service. His work at Capella led him to Auburn, AL, where he oversaw operations at The Hotel at Auburn University and partnered with Auburn’s Hospitality Management Program. After CHG’s sale, Hans launched Ithaka Hospitality Partners (IHP) in 2018, bringing a fresh, experience-first approach to hotel management that moves beyond traditional branding models.

IHP’s first major opening, The Laurel Hotel & Spa, debuted in 2022 and earned Alabama’s only AAA Five Diamond rating in its first year. Located within Auburn University’s Tony & Libba Rane Culinary Science Center, the project underscores Hans’ commitment to education and innovation. With new ventures underway—including the Elevation Convening Center & Hotel in Montgomery in partnership with the Equal Justice Initiative—Hans continues to shape the industry with forward-thinking concepts and a deep passion for mentoring the next generation of hospitality leaders.

Corporate Tourism Award – Hudson by AVOLTA

Hudson by AVOLTA is a truly immersive experience that goes beyond the traditional retail model. The Alabama-themed store seamlessly blends the state’s rich heritage with the expectations of today’s modern travelers. Through a hybrid concept that combines travel convenience with cultural storytelling, Hudson offers a destination in itself – welcoming visitors to explore Alabama’s identity from the moment they arrive.

The store’s Civil Rights Trail Market provides travelers with a meaningful introduction to Alabama’s pivotal role in American history. This is further enhanced by the Civil Rights companion book; a thoughtful guide that invites visitors to discover both the city and the state through the lens of civil rights history. By pairing essential travel retail with educational and cultural depth, Hudson aligns powerfully with the values of experiential tourism.

Hudson’s commitment to authenticity, community storytelling, and traveler engagement exemplifies what corporate tourism partnerships can achieve. Their efforts not only enhance the visitor experience but also strengthen Alabama’s image as a destination where history, culture, and hospitality meet.

Tourism Organization of the Year – Visit Mobile

Visit Mobile’s vision is to elevate Mobile as a leading tourism destination – the city born to celebrate. The leadership, sales, marketing, partnership, and administrative teams collaborate to produce outstanding results in developing and implementing a strategy to achieve its goals.

Over the last year, Visit Mobile has had some major wins: the renewal of the state’s first Tourism Improvement District, providing a five-year public-private partnership and $80 million in resources for destination promotions, revenue, and capital improvement resources; secured a full-time Carnival Cruise Line ship; restoring the Amtrak Passenger Rail Service in 20-year absence; visitors to Mobile has grown to 3.4 million last year and visitor spending increased to $1.8 billion from $480 million in 2019; and Visit Mobile is now booking 61% more group business than historical averages.

Theme Campaign Award – Alabama’s Beaches

Alabama’s Beaches—Gulf Shores & Orange Beach Tourism—is the official destination marketing organization for the Alabama Gulf Coast, proudly representing the coastal communities of Gulf Shores, Orange Beach, and Fort Morgan. Legally established as the Alabama Gulf Coast Convention & Visitors Bureau in 1993, the organization has evolved over the years to better reflect the region it serves. In 2024, the CVB launched a transformative rebrand, uniting its tourism and sports initiatives under two new consumer-facing brands: Alabama’s Beaches and Alabama’s Beaches Sports & Events.

Rooted in a mission to promote sustainable, year-round tourism while enhancing the local economy and quality of life, Alabama’s Beaches blends natural beauty with Southern hospitality. Its 2025 campaign, “You’ll Get It When You Get Here,” captures the essence of the Gulf Coast experience: a destination that defies expectations, fosters connection, and invites visitors to recharge, reunite, and return.

Crafted through deep research, creative vision, and local collaboration, the campaign has successfully repositioned Alabama’s Beaches as a distinctive, welcoming coastal escape—far from the overcrowded, overbuilt scenes of traditional beach getaways. With 32 miles of sugar-white sand, rich culture, coastal cuisine, outdoor adventures, and heartfelt hospitality, the destination offers more than just a beach vacation—it offers something that can only be understood when experienced.

Event of the Year – 51st Annual Orange Beach Festival of Art

The Orange Beach Festival of Art is now preparing for its 52nd year and is proud to be the signature art event for the city. This boutique juried fine art show has received many accolades through the years from both professionals and patrons, including being selected twice as the Best Art Festival in ALABAMA Luxury Magazine’s “Best of Bama” awards and most recently being voted #1 nationally in USA Today’s 10-Best contest as the “Best Art Festival 2025!” The show is also ranked nationally by the industry gold standard, Sunshine Artist Magazine, in their annual Top 100 “Best Fine Art and Design” shows, placing there for the past five years. The show is produced with a steering committee of 16 people, 85 volunteers, and many City of Orange Beach personnel. As a free event, it is a labor of love for the community and visitors.

What makes the show extra special is the focus on truly fine art, combined with specialty goods and gourmet food offerings from local vendors. In addition to cultivating some of the best national artists available, the intent of the festival is to showcase all things local to the Gulf Coast and to do it with extreme southern hospitality. This reputation for quality over quantity is what has guests returning year after year.

Attraction of the Year – Hugh S. Branyon Backcountry Trail

The Hugh S. Branyon Backcountry Trail began construction in 2003, after Orange Beach city staff collaborated with the longtime Superintendent of Gulf State Park, Hugh Branyon, on a vast trail network concept throughout Gulf State Park and the undeveloped property of the City of Orange Beach.

The following years saw the trail system grow rapidly, adding several miles of trails, with the system now stretching over 10 miles in length. During this period, the city proposed to name the trail system the “Hugh S. Branyon Backcountry Trail” in honor of Mr. Branyon. The trail also became the state’s first multi-use recreational trail—and the first in a State Park—to be recognized as a National Recreation Trail.

Other trail alignments within the system followed. The system was now over 14 miles in length, and traversed 9 distinct ecosystems, including the globally endangered “mature live oak maritime forest” on Gulf Oak Ridge. By this time, the Backcountry Trail project was gaining attention beyond the regional level and was proving to be a bona fide economic engine for the area.

Beginning in 2013, the State embarked on a massive Gulf State Park Enhancement Project, which would not only include building a world-class Lodge, but would also include significantly expanding the existing trail network. Nine new trails, which added another 14 miles to the trail system, making it one of the longest ADA-compliant recreational trails in the Southeast.

By 2023, the Hugh S. Branyon Backcountry Trail system was well-known at the National Level, and that same year received USA Today’s Reader’s Choice Award for “Best Recreation Trail in the U.S.”. The Trail won again in 2024 and then again in 2025. In 2024, the trail experienced over 770,000 unique visitors according to a study conducted by researchers at Jacksonville State University. By now, the economic impact of the Trail was truly staggering, generating more than an estimated $100 million in economic impact.

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Press Contact:

Brooklyn Lundy, Public Relations Manager

Alabama Tourism Department

brooklyn.lundy@tourism.alabama.gov