Developing Tourism Together is a statewide Alabama Extension program proposal focused on enhancing resident well-being through sustainable tourism development. Rather than prioritizing visitor numbers, the program positions tourism as a catalyst for local economic growth, cultural preservation, and long-term resilience. It offers a research-based, place-based framework that supports small business development, fosters collaboration, and aligns tourism benefits with community priorities.

Grounded in Extension’s mission of education, service, and applied research, the program advances equity, sustainability, and measurable impact through ten integrated focus areas. Please use the menu links below to navigate between all focus areas of the program.

About the Proposer
Introduction
Situational Analysis
Tourism Resource Center
Stakeholder Involvement
Business Development
Destination Marketing
Policy Recommendations
Securing Funding
Scholarly Contributions
Tourism Development Forum
Program Evaluation

About the Proposer

Background

I hold a Ph.D. in Tourism and Hospitality Management from the top-ranked program in the U.S., along with Master’s degrees in International Economics and Business Administration. My academic training includes coursework in destination marketing, strategic management, climate change, health and well-being, network science, and innovation—equipping me to lead complex, interdisciplinary initiatives.

In the public sector, I served as Director of the Business Development Administration in the Government, where I oversaw economic and business development programs, supported thousands of businesses, managed funding pipelines, and led strategic planning efforts with budgets exceeding $50 million. I worked closely with ministries, municipalities, and regional agencies to align infrastructure, workforce, and investment strategies with regional development goals.

At the international level, I have led several global organizations, including serving as President of AIESEC, National President of JCI International, and currently as Chair of the Research Advisory Board at Meeting Professionals International (MPI), the world’s largest association of event professionals. I also founded the Tourism Impacts Network (TINET), which brings together more than 80 researchers from 26 countries to develop a global framework for measuring and improving the impacts of tourism.

My industry expertise includes leading tourism ventures, managing marketing efforts, and advising global corporations. I have developed more than 100 strategic and business plans, led cross-sector teams of over 100 professionals, and secured over $50 million from public and private sources to fund my initiatives.

I have conducted more than 50 research studies on tourism development and impacts, with results published in top-tier academic journals and cited by scholars around the world. I have delivered more than 100 keynote presentations, developed government programs, and organized over 300 events—including forums, conferences, summits, and high-level stakeholder meetings.

Alignment with Program Focus Areas

I propose ten focus areas for the Developing Tourism Together program, each of which aligns directly with my professional experience and areas of expertise.

Situational Analysis
My background in tourism impacts research, economic development, business leadership, and government analytics positions me to lead all aspects of Situational Analysis. I have conducted economic forecasting, community assessments, and destination evaluations for public agencies and international organizations. This experience will allow me to build a comprehensive, data-driven foundation for sustainable tourism development.

Tourism Resource Center
I have developed tourism dashboards, GIS mapping tools, and open-access knowledge platforms tailored to small businesses, planners, and policy leaders. These experiences will inform the creation of the Tourism Resource Center as a centralized platform for research, data, business toolkits, and strategic guidance.

Stakeholder Involvement
I have extensive experience in stakeholder collaboration across business, government, research, community, and international contexts. I’ve organized more than 300 engagement events with residents, youth, public officials, and businesses. I will ensure that inclusive, continuous participation remains central to the program through structured dialogue, workshops, and collaborative planning.

Business Development
As the former Director of a Business Development Administration, I have led programs supporting entrepreneurship through funding, mentoring, and business incubation. I will apply this experience to build tourism business capacity in Alabama, especially in rural and underserved communities, through targeted training, startup support, and innovation tools.

Destination Marketing
I have advised governments and destination marketing organizations on branding, visitor segmentation, and marketing analytics. My research has supported the development and evaluation of marketing strategies, and I am well-versed in segmenting travelers by socio-demographics and travel behavior. This expertise will guide the creation of research-based, community-driven marketing efforts.

Policy Recommendations
My work with regulatory agencies and municipalities includes policy design, program development, incentive development, and legislative suggestions. I will lead the policy component by translating research and stakeholder input into actionable, sustainable tourism policy proposals aligned with local and state priorities.

Securing Funding for Program Initiatives
I have secured more than $50 million in public and private funding and developed numerous proposals for national and international funding programs. I currently have completed proposals for the NSF Science of Organizations, NSF Smart and Connected Communities, and NSF Methodology, Measurement, and Statistics programs—pending selection of a hosting institution. I will ensure the program’s financial sustainability by aligning its priorities with diverse funding opportunities.

Scholarly Contributions
Over the past several years, I have published more than 50 peer-reviewed articles, along with books, encyclopedia entries, and presentations at academic and industry events. I will lead the program’s scholarly contributions by collaborating with Alabama Extension, university faculty, and national and international partners to produce high-impact publications and applied tools.

Tourism Development Forum
Having organized more than 300 events—including international forums, national conferences, and local stakeholder summits—I believe the annual Tourism Development Forum will be a cornerstone of collaboration. I will lead its design and implementation as a platform for sharing results, exchanging ideas, and setting future directions.

Program Evaluation
I have developed tourism impact models, evaluation instruments, well-being indicators, and performance frameworks. I will oversee the program’s evaluation efforts using community-centered metrics, continuous feedback, and adaptive strategies that measure progress in well-being, sustainability, and economic development.

Motivation

My motivation for creating this program is both personal and professional. I prefer to lead practical, results-oriented initiatives that make a real difference in people’s lives. Tourism development is often measured by visitor numbers and spending, but I believe its real value lies in how it improves the daily lives of residents and supports sustainable community growth.

My passion is to build the most community-centered, research-informed tourism development program at the state level—one that becomes a national model. After two decades in research, policy, and development, I see this program as the culmination of my experience and a powerful tool for aligning tourism with the broader goals of equity, sustainability, and local well-being.

What drives me is the opportunity to create large-scale impact: supporting businesses, shaping effective policies, fostering resilient communities, and ensuring that tourism contributes directly to residents’ health, happiness, and quality of life.

A core motivation is the opportunity to bring together stakeholders from across sectors. I have already taken steps in this direction, including the creation of the Tourism Impacts Network (TINET), which now includes over 80 researchers from 26 countries. I believe that sustainable tourism depends on meaningful collaboration among governments, researchers, businesses, and communities.

I am also deeply committed to innovation. My work in tourism research, policy, and industry has shaped a forward-looking vision, but real innovation comes from interdisciplinary collaboration and the willingness to challenge outdated models. I look forward to applying that perspective through this program.

Event leadership is another important motivation. I’ve organized hundreds of events across sectors and scales—from strategic workshops to international forums. I am eager to lead the annual Tourism Development Forum as a space to unite stakeholders, share knowledge, and advance a shared vision for Alabama’s tourism future.

Finally, tourism has always been a personal passion. I’ve visited 60 countries, stayed in more than 1,000 hotels, created tourism products and guides, and dedicated much of my career to understanding and improving tourism’s impact. I believe in its potential to create economic opportunity, preserve culture, and support community resilience.

This program is a perfect match for my skills, values, and professional vision. I am committed to leading it with integrity, creativity, and purpose—ensuring that Alabama’s tourism development serves its people first.

Program
Introduction

The Developing Tourism Together program is proposed as an Alabama Extension initiative designed to enhance residents’ quality of life and well-being through sustainable tourism development. Unlike traditional tourism efforts that focus on attracting visitors, this program puts residents first—positioning tourism as a tool for local economic growth, cultural preservation, and community empowerment. It offers a comprehensive, place-based framework for inclusive development that supports small businesses, values local identity, and ensures that tourism contributes to long-term community resilience.

Grounded in Extension’s mission of education, research, and service, the program integrates existing initiatives, research-based practices, and shared resources to maximize impact. Each initiative is designed to produce measurable, meaningful outcomes that align tourism with the broader goals of sustainability, equity, and collaboration.

Mission and Objectives

The mission of Developing Tourism Together is to improve residents’ quality of life and well-being through sustainable tourism development. Aligned with the Alabama Extension Program’s priorities, the initiative supports research-driven strategies, capacity building, and multi-stakeholder collaboration to foster a balanced, resilient tourism economy.

The program’s specific objectives include:

• Conducting research and situational analyses to assess tourism assets, community needs, and economic opportunities
• Providing education and practical resources to tourism entrepreneurs and stakeholders
• Identifying emerging tourism markets and supporting local innovation
• Engaging residents and stakeholders in decision-making and planning
• Supporting business development through training, mentoring, and funding access
• Promoting responsible, community-aligned destination marketing strategies
• Advocating for smart, sustainable tourism policies grounded in evidence and community input
• Leveraging public and private investment to support infrastructure and growth
• Advancing scholarly research and data-driven tools to guide tourism planning
• Measuring tourism’s impact on resident well-being, local economies, and the environment

These objectives ensure that Alabama’s tourism development is economically viable, socially equitable, and grounded in Extension’s commitment to serving communities through practical, research-informed solutions.

Program Stakeholders

As a collaborative Alabama Extension initiative, Developing Tourism Together depends on strong partnerships across sectors. Core stakeholders include:

• Residents – Central to the program, residents guide priorities, contribute local knowledge, and directly benefit from tourism outcomes.
• Industry – Local businesses provide experiences, services, and jobs that drive community-based economic growth.
• Visitors – Tourists contribute to the economy and help shape Alabama’s image, while engaging with authentic, community-led experiences.
• Governing Bodies – Public agencies and policymakers support tourism through infrastructure, funding, and regulation aligned with community needs.
• Out-of-State Investors and Businesses – Strategic partners contribute innovation and capital while respecting sustainability and local goals.

By engaging these groups, the program ensures that tourism is inclusive, resident-driven, and aligned with Alabama’s long-term development goals.

Program Focus Areas

The program is organized around ten strategic focus areas that reflect Extension’s emphasis on research, education, collaboration, and service:

• Situational Analysis – Builds a data-informed foundation using local, institutional, and national sources to understand tourism dynamics
• Tourism Resource Center – Provides centralized access to research, data, business tools, and real-time insights for stakeholders
• Stakeholder Involvement – Creates inclusive pathways for community voices to shape and sustain tourism initiatives
• Business Development – Equips entrepreneurs and small businesses with tools, mentorship, and funding support
• Destination Marketing – Advances local branding, digital strategy, and storytelling aligned with community identity
• Policy Recommendations – Develops collaborative, research-based tourism policies focused on sustainability and equity
• Funding Strategy – Aligns project priorities with targeted funding opportunities at the state, federal, and private levels
• Scholarly Contributions – Publishes research, shares best practices, and supports knowledge exchange across sectors
• Tourism Development Forum – Hosts an annual convening to strengthen networks, share insights, and guide future action
• Program Evaluation – Tracks impact using community-centered indicators of well-being, sustainability, and economic resilience

Together, these focus areas ensure that tourism development in Alabama is coordinated, accountable, and rooted in Extension’s mission to serve people and communities through practical knowledge and meaningful partnerships.

Focus Area 1: Situational Analysis

The Situational Analysis phase of the Developing Tourism Together program establishes a data-driven foundation for sustainable tourism development. This phase assesses economic trends, tourism market potential, infrastructure capacity, stakeholder perspectives, and policy frameworks to guide decision-making. By leveraging state, institutional, and national data sources, this analysis ensures that tourism initiatives align with local economic priorities, resident well-being, and business opportunities.

Economic & Tourism Data Analysis

Understanding tourism’s economic impact is essential for measuring its contribution to local economies and identifying opportunities for growth.

• Develop a real-time data platform to track visitor spending, employment, tax revenues, and tourism-related business performance
• Integrate state data sources, including the Alabama Tourism Department, ADECA, and CBER (University of Alabama)
• Use Tourism Economics data to benchmark Alabama’s tourism industry against regional and national trends
• Design custom performance indicators to measure visitor satisfaction, local business growth, and community well-being
• Implement sentiment analysis tools to monitor public perceptions of tourism
• Apply economic layering by combining ADECA’s economic assessments with tourism-specific data

Strategic Analysis

A structured strategic framework ensures that tourism planning is informed by both internal capabilities and external market forces.

• Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to understand tourism potential and risks
• Perform a PESTEL analysis (Political, Economic, Social, Technological, Environmental, Legal) to evaluate external influences on tourism growth
• Use findings to develop policy recommendations in collaboration with ADECA’s Economic Development Division

Stakeholder Interviews

Engaging key stakeholders ensures that tourism development aligns with community values, business priorities, and policy frameworks.

• Conduct structured interviews with local government officials, business leaders, community representatives, and tourism researchers
• Facilitate roundtable discussions to define shared goals, tourism priorities, and investment needs
• Incorporate insights into community-driven policy development and business support initiatives

Market & Demand Analysis

Understanding visitor behaviors, travel motivations, and market demand helps tailor tourism offerings to maximize economic benefits.

• Analyze visitor demographics, travel behaviors, and spending patterns to identify key market segments
• Assess emerging tourism trends, such as rural tourism, agritourism, and heritage tourism, using data from U.S. Travel Association and NTTO
• Evaluate the effectiveness of marketing campaigns and adjust strategies to optimize tourism promotion
• Examine visitor motivations and satisfaction through survey research and reviews
• Identify underperforming segments that require targeted promotion

Infrastructure & Capacity Assessment

Tourism success depends on robust infrastructure, transportation networks, and digital connectivity.

• Assess transportation systems, including highway accessibility, public transit, and airport capacity (FHWA data)
• Evaluate accommodation supply, ensuring alignment with visitor demand and local development goals
• Examine broadband infrastructure to support digital tourism experiences, leveraging ADECA’s Broadband Expansion Program
• Identify infrastructure needs for outdoor, rural, and agritourism destinations using Extension and AARC input

Impact Studies

Measuring tourism’s social, economic, and environmental impacts ensures balanced, sustainable growth.

• Conduct studies on tourism’s effects on employment, housing, and local economies
• Evaluate social impacts, including tourism’s role in preserving cultural heritage and community identity
• Study sustainable tourism models, in collaboration with Auburn University’s College of Forestry and Alabama A&M’s Center for Urban and Rural Research
• Explore psychological, emotional, and health-related outcomes of tourism for residents
• Incorporate longitudinal measures of community well-being and resilience

Policy Review

A review of existing policies and regulations helps identify barriers, incentives, and policy gaps.

• Analyze existing zoning laws, tax incentives, and business regulations impacting tourism
• Identify opportunities to expand ADECA’s Opportunity Zone Program to tourism-related investments
• Develop policy recommendations to encourage sustainable tourism business practices
• Align policy review with destination planning and infrastructure programs
• Examine regulatory opportunities to support agritourism and eco-based tourism

New Instruments for Tourism Analysis

Advanced data tools and research methods improve forecasting, investment planning, and strategic development.

• Implement GIS mapping to analyze tourism asset distribution, infrastructure gaps, and investment opportunities
• Use sentiment analysis (social media, visitor reviews) to measure public perception and satisfaction with tourism initiatives
• Establish a Tourism Resource Center to centralize data, reports, and best practices for stakeholders
• Identify high-potential tourism investment areas in ADECA’s Opportunity Zones
• Cross-analyze economic development data with tourism demand projections to attract private investment
• Utilize existing data from ADECA, the Alabama Tourism Department, and CBER to create multi-layered tourism analytics
• Develop predictive models combining historical visitor data, regional economic trends, and business investment forecasts
• Apply network analysis to map the structure of tourism destinations, identifying key influencers, bridge actors, and stakeholder communities to reveal collaboration patterns, marketing pathways, and opportunities for stronger coordination and destination management.

Data Sources for Situational Analysis

Alabama-Specific Sources

• Alabama Tourism Department (Economic impact reports)
• ADECA (Opportunity Zones, CDBG, economic development reports)
• CBER (University of Alabama) (Economic forecasting, labor market data)
• Alabama State Data Center (ASDC) (Demographic and economic trends)
• Alabama Department of Labor (Workforce & employment data)
• AARC (Regional development & infrastructure planning)
• Alabama Cooperative Extension System (ACES) (Agritourism & rural development insights)

Institutional Data Sources

• Auburn University – GEDI (Economic impact & infrastructure planning research)
• Auburn University – College of Forestry (Eco-tourism & sustainability studies)
• Alabama A&M – Center for Urban and Rural Research (Rural tourism & economic studies)
• Alabama A&M – College of Agricultural, Life & Natural Sciences (Sustainable tourism & agritourism research)

National Data Sources

• Tourism Economics (Visitor spending, economic impact modeling)
• U.S. Travel Association (National and regional tourism trends)
• Bureau of Economic Analysis (BEA) (Tourism’s contribution to GDP)
• National Travel and Tourism Office (NTTO) (Domestic & international visitor data)
• Federal Highway Administration (FHWA) (Tourism-related transportation trends)
• STR (Hotel occupancy, lodging revenue analytics)

Conclusion

The Situational Analysis phase lays the groundwork for strategic, sustainable, and research-backed tourism and economic planning. By integrating economic assessments, market research, infrastructure evaluations, and stakeholder engagement, this approach ensures that tourism development aligns with community priorities, business needs, and policy frameworks. This analysis directly informs the next focus area: Tourism Resource Center, where data will be transformed into tools, training, and strategic insights for Alabama’s tourism stakeholders.

Focus Area 2: Tourism Resource Center

The Tourism Resource Center is a comprehensive digital platform designed to provide all essential information, research, and data on tourism development and its impacts in Alabama. This online resource will serve as a knowledge hub for businesses, policymakers, and community stakeholders, ensuring access to real-time economic data, market research, tourism impact analysis, and best practices for developing a sustainable tourism sector. All data collected during the Situational Analysis phase will be integrated into the Tourism Resource Center, ensuring that stakeholders have access to up-to-date insights on tourism performance, economic trends, infrastructure capacity, and visitor behaviors.

Centralized Data Repository

A foundational component of the Center, the data repository ensures transparency, consistency, and wide access to relevant information.

• Provide a comprehensive database of economic impact reports, visitor spending trends, job creation statistics, and tax revenue data
• Integrate data from the Alabama Tourism Department, ADECA, CBER (University of Alabama), Auburn University, Alabama A&M University, and national sources such as the U.S. Travel Association and Tourism Economics
• Offer real-time updates on industry trends, market demand, and emerging tourism opportunities

Tourism Impact Dashboards & Data Visualization

Visual tools will make complex data accessible and actionable for diverse stakeholders.

• Create interactive dashboards to display visitor statistics, business growth metrics, and the regional economic contributions of tourism
• Utilize GIS-based mapping tools to visualize tourism asset distribution, infrastructure gaps, and investment-ready locations
• Layer data from Opportunity Zones, CDBG funding, and infrastructure programs to highlight priority areas

Sustainable Tourism Business Toolkits

These resources will empower local businesses to innovate and grow within a sustainable framework.

• Provide step-by-step guides on launching and managing tourism businesses, with an emphasis on sustainability and equity
• Offer sample business plans for accommodations, events, cultural experiences, agritourism, and eco-tourism ventures
• Share marketing strategy templates for digital outreach, destination branding, and visitor engagement

AI-Powered Chatbot & Digital Assistance

Technology will provide continuous and scalable support for stakeholders at every stage of the tourism development process.

• Launch a 24/7 AI chatbot to answer questions related to tourism regulations, business development, and funding access
• Assist with tasks such as small business grant applications and conducting market research
• Deliver personalized recommendations for entrepreneurs based on their business type, location, and growth goals

Research & Industry Insights

The Center will serve as a bridge between academic research and on-the-ground practice.

• Offer access to academic research, policy briefs, and white papers related to tourism development and sustainability
• Share reports from Auburn University’s GEDI, Alabama A&M’s Center for Urban and Rural Research, and other academic institutions
• Publish annual tourism performance reviews and economic forecasts to inform strategic planning

Content Library: Reports, Visual Dashboards & Market Analysis

A curated collection of multimedia content will enhance knowledge sharing across the tourism ecosystem.

• Present interactive reports combining economic data, sentiment analysis, and policy evaluation
• Provide visual presentations and slide decks summarizing tourism trends, investment potential, and community engagement efforts
• Offer insights on emerging consumer behaviors, tourism demand patterns, and infrastructure gaps

Opportunity Zone Mapping & Investment Tools

Strategic planning tools will support public and private investment in tourism infrastructure and businesses.

• Map tourism investment opportunities within ADECA’s Opportunity Zones
• Use planning tools to assess the feasibility of tourism projects based on infrastructure capacity and demand projections
• Provide investment-readiness assessments and connect businesses with funding aligned with state and federal programs

Conclusion

The Tourism Resource Center will be a one-stop digital platform supporting data-informed, inclusive, and sustainable tourism development across Alabama. By integrating real-time analytics, AI-driven support, curated research, and business toolkits, the Center will empower stakeholders to make strategic decisions and build resilient tourism economies. This resource also provides a foundation for future focus areas, including stakeholder engagement, opportunity identification, and policy innovation.

Focus Area 3: Stakeholder Involvement

The success of the Developing Tourism Together program depends on sustained, inclusive, and multifaceted engagement with a broad range of stakeholders. This includes residents, businesses, visitors, local governments, investors, and state partners who each bring unique perspectives and play essential roles in shaping Alabama’s tourism future. Stakeholder involvement is not just a feature of the program—it is a core mechanism for planning, innovation, decision-making, and accountability. The engagement process is designed to be ongoing, collaborative, and adaptive, drawing from best practices in tourism development, community-based planning, and Extension work.

Stakeholder Groups

• Residents – Primary participants and beneficiaries of tourism impacts
• Industry – Businesses that shape the visitor experience and generate local economic activity
• Visitors – Consumers and promoters of Alabama’s destinations
• Governing Bodies – Public sector partners in infrastructure, funding, and regulation
• Out-of-State Investors and Businesses – Financial and strategic partners in long-term development

Community Dialogue & Feedback Channels

• Conduct public listening sessions, online surveys, and digital feedback forms to gather community insights
• Host town hall meetings and roundtable discussions in both rural and urban areas to ensure geographic inclusion
• Implement anonymous feedback tools to include voices from vulnerable or underserved groups

Advisory Committees & Expert Input

• Establish regional and thematic advisory boards made up of residents, business owners, tourism professionals, and civic leaders
• Facilitate Delphi method interviews and foresight sessions with experts to assess long-term trends and strategic direction

Educational Workshops & Training

• Offer online and community-based workshops for residents, business owners, and aspiring entrepreneurs on key topics such as:
  • Starting a tourism business
  • Sustainable visitor experience design
  • Financial planning and grant writing
  • Legal and regulatory considerations
• Deliver programs in partnership with Alabama Extension, Small Business Development Centers, and local chambers of commerce

Industry Engagement & Business Collaboration

• Invite hotels, restaurants, tour operators, and retailers to co-create tourism packages and marketing plans
• Include business leaders in destination branding and policy development efforts
• Use peer mentorship models to help small or new tourism businesses learn from experienced operators

Visitor Engagement

• Gather insights through mobile visitor surveys, social media listening, and review platforms
• Encourage long-term visitor engagement through storytelling initiatives and user-generated content campaigns

Extension Agent Facilitation

• Engage Alabama Cooperative Extension agents in all 67 counties to:
  • Host local meetings and promote engagement opportunities
  • Disseminate educational materials and program updates
  • Connect rural communities with state-level tourism initiatives
  • Report needs, assets, and opportunities to program leaders

Events, Conferences, and Showcases

• Organize regional and statewide events such as:
  • Tourism innovation showcases
  • Destination planning workshops
  • Business pitch competitions
• Participate in national and international tourism conferences, travel trade shows, and policy summits
• Collaborate with U.S. Travel Association, National Extension Tourism Network, and regional planning commissions

Cross-Program Collaboration

• Coordinate efforts with other Alabama Extension programs, including:
  • Community & Economic Development
  • Agriculture & Natural Resources
  • Family & Consumer Sciences
  • 4-H & Youth Development
• Align with external partners like ADECA, ARC, DRA, and Main Street Alabama

Road Show & Direct Outreach

• Launch a Developing Tourism Together Road Show to engage stakeholders across Alabama, including:
  • Local governments
  • Business associations
  • Colleges and universities
  • Tribal and faith-based organizations
• Share project plans, gather feedback, and provide access to Tourism Resource Center materials

Ongoing Evaluation & Shared Learning

• Involve stakeholders in evaluation teams, impact assessment workshops, and annual reviews
• Offer opportunities to co-author publications, case studies, and success stories
• Share outcomes through the Tourism Resource Center and national Extension and tourism networks

Conclusion

Stakeholder involvement in the Developing Tourism Together program is not a one-time step—it is a continuous, structured process that ensures tourism development reflects the voices, needs, and values of Alabama’s communities. By engaging residents, businesses, governments, and partners through inclusive outreach, dialogue, and collaboration, the program builds trust, strengthens local ownership, and creates lasting capacity for sustainable tourism planning and innovation.

Focus Area 4:
Business Development

Tourism business development is a pillar of economic vitality and community empowerment. The Developing Tourism Together program supports a wide spectrum of businesses—from emerging startups and family-owned ventures to established enterprises seeking to expand into tourism. These efforts are designed to foster innovation, reduce barriers to entry, and promote inclusive economic opportunity, especially in rural and underserved communities. This work is carried out in close cooperation with:

• Alabama Extension’s Small Business & Entrepreneurship Support Program
• U.S. Small Business Administration (SBA) and Small Business Development Centers (SBDCs)
• ADECA’s funding and technical assistance initiatives
• Local financial institutions, chambers of commerce, and industry associations

All resources, tools, and data developed or collected through this component will be integrated into the Tourism Resource Center for open access and long-term use by communities and professionals across the state.

Startup Development & Entrepreneurial Innovation

To encourage the emergence of new tourism enterprises, the program will provide a structured pipeline of ideation, training, testing, and launch support.

• Facilitate community and campus-based ideation labs to generate tourism product and service ideas
• Prioritize underserved entrepreneurs, including rural startups, women-led enterprises, and youth innovators
• Support idea validation through lean startup tools, customer discovery, and business model mapping
• Host local and regional pitch competitions with awards for promising tourism ventures
• Provide structured incubation with coaching, legal and licensing guidance, marketing, and financial planning support

Small Business Growth & Transformation

Support for existing businesses is equally essential. Many enterprises—such as accommodations, event organizers, IT firms, transportation providers, and artisans—have untapped tourism potential.

• Conduct business audits focused on digital readiness, accessibility, service quality, and sustainability
• Provide sector-specific toolkits for accommodations, transportation, digital media, and local retail
• Offer advanced training in e-commerce, reservation systems, SEO, social media, and AI tools
• Encourage the formation of business cooperatives for shared logistics, branding, and customer engagement

Mentorship & Peer Learning

Mentorship is critical for entrepreneurs to navigate challenges and scale responsibly.

• Build a statewide mentor network of industry professionals, educators, and retired executives
• Facilitate peer learning circles for businesses to share challenges, successes, and collaboration ideas
• Document and publish case studies of business innovations through the Tourism Resource Center

Opportunity Discovery & Promotion

The business development component will actively track, shape, and promote investment opportunities.

• Conduct market gap analysis using data from the Situational Analysis and visitor behavior research
• Maintain an “Opportunities Dashboard” highlighting market demand and investment-ready concepts
• Disseminate new opportunities via email alerts, social media, newsletters, and public webinars

Public-Private Partnership Development

The program will foster connections between tourism entrepreneurs and external partners to scale innovation and funding.

• Provide assistance with investment decks, grant applications, and funding strategies
• Train businesses to access capital from CDBG, USDA Rural Development, SBA, and others
• Connect entrepreneurs to investment summits, expos, and development forums
• Promote tourism ventures at national showcases in partnership with U.S. Travel Association and Main Street programs

Conclusion

The Business Development strategy of the Developing Tourism Together program promotes a strong, creative, and diverse tourism business ecosystem. By addressing the needs of both new and existing businesses—and by integrating education, funding, partnerships, and mentorship—the program builds a foundation for inclusive and sustainable economic growth rooted in Alabama’s people and places.

Focus Area 5: Destination Marketing

Effective destination marketing enhances visibility, attracts the right visitors, and supports community-driven tourism development. The Developing Tourism Together program promotes a research-based, collaborative, and values-driven approach to destination marketing—focusing on local identity, sustainable visitation, and long-term economic impact. Rather than building parallel marketing efforts, the program is designed to support and amplify existing local, regional, and state tourism organizations, including the Alabama Tourism Department, Convention and Visitors Bureaus (CVBs), and regional tourism alliances, by offering data, experimental tools, and strategic guidance.

Branding & Promotion Strategy

Destination marketing efforts will be grounded in research-driven brand development, with ongoing evaluation and stakeholder input.

• Help communities develop place-based tourism brands that reflect local culture, values, and landscapes
• Align local brands with state campaigns such as the Year of Alabama Parks or Alabama Food initiatives
• Launch digital campaigns informed by data from the Tourism Resource Center and visitor analytics
• Promote off-season travel and lesser-known destinations to support regionally balanced tourism
• Pretest marketing messages using A/B testing, click-through metrics, and sentiment analysis

Local & Regional Tourism Promotion

Tourism promotion will be strengthened through regional cooperation and multi-community branding.

• Design multi-destination itineraries such as food trails, cultural corridors, or outdoor adventure routes
• Facilitate co-branding and pooled marketing efforts among rural towns and neighboring counties
• Develop community storytelling campaigns featuring local history, art, food, and voices
• Distribute promotional content through travel agencies, tour operators, and digital travel platforms
• Ensure tourism assets, events, and businesses are integrated into searchable, bookable online tools

Destination Marketing Innovations & Experiments

Creative experimentation will guide the development of cutting-edge destination marketing strategies.

• Pilot global destination marketing models adapted from leading examples in the U.S. and abroad
• Conduct local experiments using new media platforms, influencer outreach, and digital storytelling tools
• Use visitor feedback and analytics to continuously refine campaigns
• Collaborate with local artists, authors, podcasters, and youth to co-create narratives
• Test emerging technologies like VR previews, geo-tagged audio tours, and AI trip planners

Strategic Marketing Proposals

All marketing proposals will be grounded in research and shaped through community engagement.

• Identify tourism niches using Situational Analysis data and stakeholder consultations
• Develop custom strategies with audience personas, content templates, and campaign frameworks
• Upload editable resources to the Tourism Resource Center for adaptation by local entities
• Offer training in marketing strategy, digital media, and performance measurement
• Provide one-on-one coaching and support to regional tourism leaders

Event Marketing and Recruitment

Events are a powerful driver of tourism and community engagement. This component supports bringing new events to Alabama and expanding the reach of existing ones.

• Identify gaps and opportunities in Alabama’s event landscape through data analysis and stakeholder input
• Promote Alabama as a host destination for conferences, festivals, sports events, and creative gatherings
• Develop marketing materials and pitch decks for attracting regional and national event organizers
• Assist communities in packaging venues, services, and local attractions into compelling event proposals
• Support joint promotions between local events and tourism campaigns to maximize visibility and attendance
• Provide training on event marketing, sponsorship development, and digital outreach for community organizers
• Feature event opportunities in the Tourism Resource Center and through statewide promotional networks

Conclusion

The Destination Marketing strategy within Developing Tourism Together goes beyond promotion—it supports community identity, regional collaboration, and research-informed innovation. By providing tools, insights, and capacity-building support, the program ensures that Alabama communities can shape and sustain tourism brands that reflect their values, tell their stories, and deliver long-term benefits. With an added focus on event recruitment and promotion, the program positions Alabama as a dynamic host for meaningful experiences that attract visitors and uplift communities.

Focus Area 6:
Policy Recommendations

Tourism policy is a foundational tool for guiding sustainable, equitable, and community-driven tourism development. In Alabama, current tourism efforts are primarily promotional and economic impact-oriented, led by the Alabama Tourism Department, which focuses on annual marketing campaigns, event promotion, and visitor spending growth. However, there is no formal statewide tourism policy framework that coordinates tourism development with community well-being, sustainability, infrastructure planning, or resident engagement.

The Developing Tourism Together program seeks to address this gap by gradually shaping a community-first tourism policy environment—one that moves beyond simply attracting more visitors to improving the quality of life and well-being of Alabama residents through tourism.

Community-Driven Policy Development

Policy efforts will emerge from community dialogue, Extension collaboration, and research-driven strategies.

• Translate feedback from stakeholder dialogues, business forums, and roundtables into draft policy recommendations
• Use data from the Tourism Resource Center to propose evidence-based policies on equity, seasonality, and inclusive growth
• Support counties and municipalities in designing zoning codes, business incentives, and visitor management practices
• Develop a library of adaptable local tourism policy templates and share them via the Tourism Resource Center

Sustainable Tourism Policy Development

Tourism policy must reflect Alabama’s commitment to environmental stewardship and cultural heritage.

• Develop low-impact development guidelines for rural and nature-based destinations
• Promote green infrastructure and mobility options such as walkable tourism districts and bicycle routes
• Advocate for protective policies for historic buildings, scenic corridors, and environmentally sensitive landscapes
• Coordinate with Alabama Extension’s Environmental & Sustainable Living Program to integrate conservation principles

Behavioral Insights in Tourism Policy

Behavioral science will help design smart, effective, and affordable policy interventions.

• Apply the EAST model (Easy, Attractive, Social, Timely) to design behavioral nudges in areas such as waste reduction, local business support, and visitor dispersion
• Run experiments in real-world tourism settings to assess behavioral response to new signs, digital tools, or policy prompts
• Use evaluation findings to scale successful interventions into formal tourism policies across counties or regions
• Publish insights and policy toolkits in the Tourism Resource Center to promote replication and adaptation statewide

Conclusion

While promotional strategies have driven growth, a more coordinated and inclusive policy approach is essential to ensure tourism works for all communities.

The Developing Tourism Together program advances a new vision for tourism policy centered on resident well-being and place-based values; grounded in data, experimentation, and stakeholder input; and designed for long-term community resilience and sustainability.

Through partnership, adaptive governance, and thoughtful strategy, this initiative will guide Alabama toward a more equitable and community-aligned tourism future.

Focus Area 7:
Securing Funding

Securing sustainable funding is essential to ensure the long-term success of the Developing Tourism Together program. All activities are intentionally organized into clear priorities and projects, making it possible to develop targeted proposals that align with specific funding sources and support structured implementation. This approach enhances clarity, improves collaboration, and allows for efficient fundraising across different sectors and funding mechanisms.

As part of this strategy, I have already developed draft proposals for several research-based funding programs, including NSF Smart & Connected Communities (S&CC), Science of Organizations (SoO), Methodology, Measurement, and Statistics (MMS), and other programs. These proposals are ready for submission and will support the program’s research, evaluation, measurement, and destination management components, once a hosting institution is selected. They are central to ensuring that community engagement, tourism impact measurement, and behavioral design strategies are rooted in rigorous, collaborative research.

State-Level Funding Sources

The program will pursue Alabama-based public funding sources to support community-level infrastructure, marketing, and tourism business development, including:

• ADECA programs: CDBG, RTP, LWCF, Broadband Accessibility Fund, ARC & DRA grants
• Alabama Tourism Department: Matching Grants and Cooperative Advertising
• Main Street Alabama: Technical assistance and support for place-based tourism
• Alabama State Council on the Arts: Cultural tourism, storytelling, and events

These sources will help fund local revitalization, destination marketing, small business support, and regional collaboration.

National Funding Sources

To support broader research, capacity building, digital tools, and rural innovation, the program will leverage:

• EDA: Tourism infrastructure and University Centers for technical assistance
• USDA: Rural tourism development, broadband, and business support
• NSF: Including the three programs already targeted through draft proposals (S&CC, SoO, MMS)
• NEH, NEA, IMLS: For cultural heritage, storytelling, and public engagement
• SBA & Growth Accelerator Fund: For tourism startups, mentoring, and business incubation
• DOT, FHWA, Local Infrastructure Hub: For transportation, signage, scenic byways, and access infrastructure

These resources will allow the program to implement research-backed, innovative, and scalable initiatives across Alabama.

Private and Corporate Funding Partners

Private sector and philanthropic partners will play a key role in funding inclusive entrepreneurship, placemaking, sustainability, and storytelling:

• Goldman Sachs 10,000 Small Businesses
• Visa Foundation, Wells Fargo, American Express Foundation
• Airbnb Community Fund, Booking.com Booster Program
• Bloomberg Philanthropies, Mastercard Center, Kresge Foundation
• Robert Wood Johnson Foundation, Surdna Foundation, ArtPlace America

These sources are well-suited to support business accelerators, creative tourism strategies, technology development, and community well-being initiatives.

Conclusion

The Developing Tourism Together program’s organized structure—built around defined priorities and projects—makes it easy to pursue project-specific funding and manage resources efficiently. By combining confirmed research proposals, active state and federal opportunities, and strategic private sector partnerships, the program ensures that Alabama’s tourism future is not only visionary and inclusive, but also financially sustainable.

Focus Area 8:
Scholarly
Contributions

The Developing Tourism Together program is built on a strong foundation of applied, interdisciplinary research designed to serve both academic and public audiences. My prior research has been published as first author in many of the world’s top-ranked international tourism and hospitality journals, such as Tourism Management, International Journal of Hospitality Management, Current Issues in Tourism, Tourism Review, Tourism Management Perspectives, Journal of Destination Marketing and Management, International Journal of Contemporary Hospitality Management, Tourism Economics, Tourism and Hospitality Research, and other leading journals. The information about my recent publications on tourism development is provided in the Appendix.

These works have received multiple recognitions, including Best Paper Awards and designation as the most cited articles in top-tier journals such as Tourism Management Perspectives, Tourism and Hospitality, among others. Last month one of my studies was named the Most Outstanding Paper in 2024 in Tourism Economics. In addition to publishing, I have presented at more than 100 conferences, including events in the United States, Spain, Italy, Slovenia, Turkey, Switzerland, Sweden, Portugal, and many other countries.

Each research-based component of the Developing Tourism Together program will result in scholarly publications, policy briefs, and applied tools, developed in collaboration with researchers from the Alabama Extension System, faculty and students from Alabama’s public universities, partners from leading U.S. research institutions, and international collaborators. The tourism impact research projects and publications will also be supported by the Tourism Impacts Network (TINET) collaborators—an international coalition of over 80 researchers from 26 countries committed to advancing tourism impact measurement and public scholarship. The information about TINET is provided in the appendix to this program description.

In addition, all research findings and outputs—including data visualizations, dashboards, GIS maps, databases, and other knowledge products—will be made publicly available through the Tourism Resource Center. This open-access platform will serve researchers, instructors, DMOs, industry professionals, government agencies, journalists, communities, and other stakeholders across Alabama and beyond.

All scholarly and applied research outputs will also be presented annually at the Tourism Development Forum, bringing together researchers, policymakers, industry professionals, Extension teams, and community stakeholders to share progress, celebrate successes, and shape future initiatives.

Research Publication Outlets

The results of the research projects conducted within the Developing Tourism Together program will be disseminated through ACES’s peer-reviewed outlets, digital platforms, and leading academic journals.

Research will be submitted to a range of peer-reviewed academic journals, depending on topic and disciplinary scope, including:

• Tourism Management
• International Journal of Hospitality Management
• Current Issues in Tourism
• Tourism Review
• Tourism Management Perspectives
• Journal of Destination Marketing & Management
• International Journal of Contemporary Hospitality Management
• Tourism Economics
• Tourism and Hospitality Research
• Journal of Sustainable Tourism
• Tourism Geographies
• Tourism Planning & Development
• Journal of Travel Research
• Journal of Outdoor Recreation and Tourism
• International Journal of Tourism Policy
• Other journals in tourism, hospitality, regional development, and policy

Academic Conferences

Findings and tools will be presented at key national and international tourism research conferences, including:

• TTRA – Travel and Tourism Research Association
• National Extension Tourism (NET) Conference
• ICHRIE – International Council on Hotel, Restaurant, and Institutional Education
• ATMC – Advances in Tourism Marketing Conference
• AAG – American Association of Geographers
• TALS – Academy of Leisure Sciences
• SRSA – Southern Rural Sociological Association
• NACDEP – National Association of Community Development Extension Professionals
• Other academic and applied conferences relevant to tourism and rural development

Government and Public Policy Forums

Scholarly findings and policy recommendations will be shared with state and national decision-makers through forums such as:

• U.S. Travel Association – ESTO Conference
• National Travel and Tourism Week (NTTW) events
• NADO – National Association of Development Organizations Annual Conference
• STS – Southeastern Tourism Society Connections Conference
• ARC – Appalachian Regional Commission Summits
• DRA – Delta Regional Authority Summits
• ADECA, SCORP, and Alabama Tourism Department meetings
• Other forums for tourism-related public planning, policy, and development

Industry-Focused Dissemination

To support practical impact, research results and tools will be presented at practitioner and industry meetings, including:

• Alabama CVB and regional tourism board workshops
• Alabama Restaurant & Hospitality Association (ARHA) events
• Southeast Tourism Society (STS) events
• Association of Destination Marketing Organizations (AADMO) events
• Small Business Administration (SBA) events and accelerators
• Local infrastructure, downtown development, and Main Street forums
• Statewide Extension conferences and innovation showcases
• Other industry events connecting tourism professionals, planners, and community leaders

Focus Area 9:
Tourism Development Forum

As a central platform for collaboration, innovation, and communication, the Tourism Development Forum will be held annually as the flagship event of the Developing Tourism Together program. Designed to unite all tourism stakeholders in Alabama and beyond, the forum will showcase the program’s progress, celebrate achievements, and set priorities for future development.

The Forum will bring together residents, tourism professionals, industry leaders, government officials, researchers, Extension specialists, educators, entrepreneurs, investors, and community organizations. It will serve as a dynamic space to share research findings, data-driven outputs, pilot project results, strategic insights, and innovations—all with the goal of creating stronger connections across the tourism ecosystem.

Key Forum Elements

• Research & Impact Presentations
  Scholars, Extension professionals, and collaborators will present findings from tourism-related research projects, including studies published in academic journals, evaluations of pilot programs, and applied strategies. Visuals such as data dashboards, GIS maps, and analytics tools will translate research into action.
• Strategic Discussions & Stakeholder Dialogues
  Roundtables and panels will address regional planning, funding, sustainability, marketing, and policy innovation. These sessions will align stakeholders on key priorities and actionable next steps.
• Extension Engagement & Internal Collaboration
  The Forum will feature sessions for Extension agents and educators to share practices and coordinate efforts across program areas such as agriculture, entrepreneurship, and youth development.
• Startup and Business Development Activities
  A dedicated entrepreneurship track will include pitch competitions, mentorship panels, product design labs, and showcases of small business success stories.
• Technology & Innovation Showcase
  Exhibits will highlight digital tools and creative platforms developed through the program or by partners, such as virtual tours, AI trip planners, or immersive storytelling applications.
• Thematic Exhibitions & Networking
  A collaborative expo will include booths and exhibits from businesses, nonprofits, Extension programs, universities, and state agencies. This space will foster relationship-building and resource sharing.
• Stakeholder Meetings & Customized Sessions
  Tailored sessions will address the unique needs of different stakeholder groups, including residents, youth, policymakers, tourism professionals, and funders.
• Awards & Recognition
  The Forum will honor outstanding contributions to Alabama tourism with awards for innovation, entrepreneurship, youth engagement, research, and community impact.

Conclusion

The Tourism Development Forum is more than an event—it is a mechanism for collaborative leadership, knowledge exchange, and forward planning. It will elevate local voices, align partners, and spotlight Alabama as a leader in community-centered, data-informed tourism development.

Focus Area 10:
Program Evaluation

Evaluation is an essential component of the Developing Tourism Together program, ensuring each initiative is accountable, measurable, and aligned with its central purpose: enhancing the quality of life and well-being of Alabama residents through inclusive, sustainable tourism development. All assessments will emphasize community-centered outcomes over visitor-centered metrics, using a structured system of Key Performance Indicators (KPIs), continuous feedback, and transparent reporting.

The program will rely on both quantitative and qualitative evaluation tools, drawing from baseline data established through the Situational Analysis and updated annually. All findings, visualizations, and data layers will be shared openly through the Tourism Resource Center, allowing for collaboration and adaptation among stakeholders across sectors.

Core Evaluation Components

• Annual Situational Analysis
  Repeat baseline analysis each year to track:
  • Resident perceptions of tourism impacts
  • Satisfaction with tourism services and infrastructure
  • Community access, amenities, and livability
  • Tourism sentiment trends and SWOT/PESTEL shifts
• Residents’ Well-Being and Quality of Life
  Focus on outcomes that matter most to communities:
  • Well-being and satisfaction surveys
  • Indicators of health, safety, affordability, and cohesion
  • Community feedback via forums and digital platforms
• Program Awareness and Reach
  Measure visibility and engagement:
  • Awareness surveys across diverse groups and regions
  • Resource Center analytics (visits, downloads, time spent)
  • Participation in events, meetings, and Extension programming
• Stakeholder Involvement
  Track inclusion and engagement quality:
  • Number and diversity of active participants
  • Sectoral representation and collaboration levels
  • Satisfaction ratings and narrative input
  • Co-initiated partnerships and initiatives
• Tourism and Economic Development Outcomes
  Assess real-world impact:
  • Visitor numbers, spending patterns, and seasonality
  • Growth of businesses and job creation
  • Investment in Opportunity Zones and infrastructure
  • Range and quality of tourism offerings
• Research and Academic Output
  Evaluate scholarly contributions:
  • Peer-reviewed publications and presentations
  • Collaborations with universities and Extension
  • Open-access outputs via the Tourism Resource Center
• Funding and Resource Leverage
  Track financial sustainability:
  • Total external funding secured
  • Number of proposals submitted and awarded
  • In-kind and partner contributions
  • Return on investment by project area
• Tourism Resource Center Engagement
  Monitor platform use and knowledge transfer:
  • Metrics for access, use, and content interaction
  • Tool usage (dashboards, maps, training materials)
  • Audience reach across sectors and locations
• Tourism Development Forum Feedback
  Evaluate annual convening impact:
  • Attendee diversity and engagement
  • Session evaluations and post-event surveys
  • Strategic alignments and collaboration outcomes

Internal Monitoring and Reflection

• Hold regular team and stakeholder check-ins
• Conduct quarterly SWOT reviews and reflection sessions
• Use logic models, Gantt charts, and KPI dashboards for tracking
• Share transparent progress updates and public reports annually

Final Output and Continuous Improvement

Evaluation results will be synthesized into an annual report that answers:

• What was achieved across the ten focus areas?
• How did outcomes advance resident well-being?
• What strategies worked best—and why?
• How should efforts be adapted moving forward?

By treating evaluation as a continuous learning process, the program ensures tourism development in Alabama remains strategic, inclusive, and responsive to the people it serves.

About the Proposer
Introduction
Situational Analysis
Tourism Resource Center
Stakeholder Involvement
Business Development
Destination Marketing
Policy Recommendations
Securing Funding
Scholarly Contributions
Tourism Development Forum
Program Evaluation