A Black Belt native who has spent more than 20 years helping Alabama communities develop and promote tourism is taking on a new role sharing her home region with travelers nationwide.
The association announced Friday that Candace Johnson joined the Alabama Black Belt Adventures Association earlier this month as its marketing director. Her work will focus on promoting the region’s outdoor recreation, cultural heritage and tourism offerings.
“Candace has dedicated her career to sharing the places, people and experiences that make rural Alabama special,” said ALBBAA Executive Director Pam Swanner. “Her knowledge of the region and strong relationships with our partners will help inspire more visitors to discover Alabama’s Black Belt. We’re delighted to welcome her on board.”
Johnson previously served as director of tourism and community development at the University of Alabama Center for Economic Development. There, she worked with universities, nonprofits, businesses and government agencies on statewide economic development efforts.
Her responsibilities included destination development work on the Alabama Birding Trails, managing grant-funded programs and working with state tourism leaders. She joined the university in 2012 as a project manager, helping communities with strategic planning, tourism development and grant administration.
Her career also includes service as Selma Dallas County tourism director and a community relations representative for the Selma-Dallas County Chamber. While in college, she interned in the marketing department at the Alabama Shakespeare Festival in Montgomery.
According to the association, she founded Candace Johnson Consulting in 2024 to advise tourism, nonprofit and economic development organizations on marketing, communications and stakeholder engagement.
“I’m honored to join Alabama Black Belt Adventures and build on the incredible work being done to showcase this region’s unique assets, rich heritage and welcoming communities,” Johnson said. “I look forward to working alongside our partners to strengthen rural tourism, create new opportunities for economic growth, and share the stories that make Alabama’s Black Belt such a special place to visit.”
Johnson earned a bachelor’s degree in communications from Auburn University at Montgomery and holds Certified Tour Professional and Travel Marketing Professional credentials.
She received the Agnes Zaiontz Rural Tourism Leadership Award in 2019. The UA Center for Economic Development received the Alabama Tourism Department’s Tourism Partnership of the Year Award in 2023 for its work supporting birding tourism and education.
“Candace brings the talent and expertise to expand our reach, grow visitation and deliver greater tourism benefits to communities across the Black Belt,” Swanner said.
The Alabama Black Belt Adventures Association promotes outdoor recreation and tourism across a 23-county region, with the goal of providing economic and ecological benefits to local communities.
Sherri Blevins is a staff writer for Yellowhammer News. You may contact her at [email protected].
