TUSCUMBIA – Colbert County Tourism has been awarded the prestigious 2023 Organization of the
Year by the Alabama State Tourism Department at the Alabama Governor’s Conference on Tourism
Awards Banquet. This recognition highlights the organization’s relentless efforts to showcase the rich
history, culture, and natural beauty of Colbert County, Alabama.
For many years, Colbert County Tourism has been a beacon for travelers, drawing visitors from around
the world with its iconic Muscle Shoals music scene, stunning outdoor attractions, and memorable
festivals. The organization’s dedication has led to remarkable growth in tourism, with expenditures
skyrocketing to $115 million in 2023, up from $69 million in 2020. Additionally, state lodging taxes have
nearly doubled over the past five years, a testament to the county’s growing appeal.
Sue Pilkilton, Board Chair; Board members Toni Brooks, Dr. Lori Johnson, Melanie Huguley, Susann Hamlin – Colbert County Tourism President & CEO, and board member Brian Barton
According to a recently released report by the Alabama Tourism Department (ATD), visitors to Colbert
County in 2023 spent over $115 million, significantly boosting the local economy. The “Alabama Tourism
Industry Economic Impact 2023” report, developed by esteemed economist Dr. Keivan Deravi from
Auburn University in Montgomery, detailed the economic influence of travel and tourism in Alabama.
The study revealed a substantial increase in travel-related expenditures in Colbert County, which reached
$115,050,697 in 2023, up from $71,839,333 in 2020, and a 13% increase from 2021. Tourism also
created 1,524 jobs in the county in 2023, marking a nearly 6% increase compared to 2021. These findings
underscore the vital role tourism plays in Colbert County’s economic prosperity.
Under the leadership of Susann Hamlin, President of the Colbert County Tourism and Convention
Bureau, the organization has continued to thrive even amid national downturns. “Our success is rooted
in Colbert County’s diverse attractions, which captivate visitors with a rich mix of history, heritage, and
entertainment,” Hamlin said. “We have enough right here in Colbert County to bring people in as a destination. The mix of history and heritage, varied outdoor attractions, Muscle Shoals’ music, and
spectacular festivals and events provide plenty to see and do, all within a close geographic area.”
It is noteworthy that Colbert County’s lodging tax revenue continues to grow despite no new properties
being added since 2016. This demonstrates the county’s ability to consistently fill existing
accommodations and underscores the potential for future development to meet increasing demand.
Looking to the future, Colbert County is poised for even greater growth with several exciting projects
underway. The City of Muscle Shoals has announced a $65 million sports and entertainment complex
featuring youth baseball and softball fields, tennis and pickleball courts, soccer fields, basketball and
volleyball courts, and a 1,000-seat amphitheater. An event center will also provide space for trade shows
and conferences, complemented by a privately funded retail area with restaurants and lodging. Colbert
County Tourism plans to be a pivotal resource in marketing the sportsplex and attracting new businesses,
ensuring its success and integration into the community.
The City of Tuscumbia recently received the final funding for a new welcome center, set to be located
near the Alabama Music Hall of Fame. This project, a collaboration between Tuscumbia and the
Northwest Alabama Council of Local Governments, is expected to be completed by March 6, 2026. The
welcome center will also house the Colbert County Tourism offices. Colbert County Tourism will actively
promote the welcome center, enhancing its role as a vital gateway for visitors to the region. The new
welcome center and sports complex promise to elevate Colbert County’s tourism profile further, setting
the stage for continued success.
Colbert County Tourism’s recognition as the 2023 Organization of the Year underscores its vital role in
Alabama’s tourism industry. With a strong track record of growth, innovative developments on the
horizon, and a commitment to showcasing the best of Colbert County, the organization is well-positioned
to continue attracting visitors from around the globe.
Media Release/Maryanne Floyd
Director of Communications/Colbert County Tourism & Convention Bureau
