Pam Swanner
Position: Director, Alabama Black Belt Adventures, a public/private sector non-profit dedicated to fostering economic development in Alabama’s 23-county Black Belt region.
Background: 35 years leadership experience in the tourism industry, including with Alabama Birding Trails; marketing entities in North and South Carolina; Decatur/Morgan County Convention & Visitors Bureau; and 10 years in the hotel industry.
Honors & Awards: Many, including the Champion Award from Alabama Tourism Partnership, Tourism Professional Award and Organization of the Year from Alabama Mountain Lakes Association, Executive of the Year from Alabama Bureau of Tourism & Travel.
Tell us a little about yourself, where you grew up, went to school, etc.
I grew up in Rogersville in rural Lauderdale County, home to Joe Wheeler State Park which sits on the back waters of the Tennessee River. Early in my adult years I lived in Huntsville where I eventually entered the hospitality and tourism industry. I found the career path I was destined to follow and am now in my 40th year of service to an industry that significantly contributes to Alabama’s economic growth. A just released report by the Alabama Tourism Department states that 29 million tourists spent $23.9 billion in 2024.
How did you get involved with Black Belt Adventures?
The Alabama Black Belt Adventures Association initiative was introduced by Thomas Harris, who strongly believed that hunting and fishing was the true economic driver for this rural area in Alabama and a dedicated, strategic plan was needed to attract out-of-state hunters and anglers. With the support of Tim Gothard, executive director of the Alabama Wildlife Federation and then ALDCNR Commissioner Barnett Lawley, founder of B.A.S.S. Ray Scott, founder of Buckmasters Jackie Bushman and funding provided by the state legislature, ALBBAA was launched in August 2009. The footprint was a 23-county area located in south-central Alabama and spanning the distance from Mississippi
to Georgia.
I knew very little about hunting and fishing, having not grown up in a family that took part in those outdoor activities. What little I did know, was an invitation I received from the AWF in 2003 to join four other women for their first-ever wild turkey hunt. I accepted the challenge and successfully took two turkeys during the 2004 AWF hunting trip. From that point forward, I became an avid supporter alongside the generations of hunters who have contributed to wildlife conservation efforts through funding, habitat restoration and population management.
Today we include all tourism assets in our marketing and promotional efforts—the rich cultural heritage and history, the talented artists and craft enthusiasts, the cottage industry makers and bakers as well as the many well established restaurants that serve up delicious barbecue, catfish and meat-and-three dishes.
What is it about Alabama’s Black Belt counties that make them unique and “worth the drive”?
As a native North Alabamian now living and working in a part of Alabama that I knew nothing about, I have grown to love the spirit and personalities of this region’s genuine people. They are the ones that have grown up in this rural landscape and can truly provide authentic experiences for those who seek to immerse themselves in a destination. From hunting, fishing, birding, quilting, marching across history, throwing pottery, enjoying productions by local performers to making biscuits, a visit to the Black Belt is a must on your bucket list.
What motivates you to get up in the morning?
Tourism is a fun and rewarding industry to be a part of and never, ever is a day the same. There is always a new and exciting challenge ahead. What encourages me to land my two feet on the ground every day and start running is the support of a fully engaged board of directors as dedicated as I am in moving the Black Belt’s tourism needle forward.
When you’re not promoting Alabama’s Black Belt, what do you like to do in your free time?
Every chance I get, I love to pick up a paintbrush to hone my skills in watercolor paint, creating landscapes, birds, feathers and other subjects.
