Pam Swanner’s journey reflects resilience, creativity, and a genuine passion for making connections among people. For over four decades, she has navigated the worlds of tourism, economic growth, and cultural preservation.

Currently serving as chairman of the Alabama Black Belt Adventure Association (ALBBAA), she’s focused on highlighting one of Alabama’s hidden gems: the Black Belt region.

Under her guidance, this area—which comprises 23 counties—has gained recognition not just for top-tier hunting and fishing, but also for its rich cultural and artistic heritage, along with its lively communities.

Career engraved through tourism

Swanner’s path in tourism began unexpectedly at a convention sale in North Alabama. What started as just a job turned into a meaningful vocation for her. “I realized this was the career I was meant to pursue,” she reflects. “Here I am, 40 years later.”

Her early roles provided her with valuable insights into what compels people to discover new places.

Most of her career unfolded in Decatur/Morgan County, where she ultimately led the conference and Visitors Bureau. It was there she refined her ability to draw visitors to local attractions, events, and recreational activities.

Swanner later took her talents beyond Alabama, joining a larger tourism team in Greenville, South Carolina, which eventually led her to Charlotte, North Carolina, where she delved into tourism market research.

“I explored various destinations throughout the East Coast and Southeast, researching tourist attractions and engaging with visitors to understand their choices,” she remembers.

These experiences sharpened her perspective on tourism as both an economic strategy and a hospitality endeavor—insights that would later shape a significant chapter in her career.

Building a brand for the Black Belt

While working on a contract with the state tourism department to develop Alabama’s birdwatching trail, Swanner was presented with an exciting opportunity: to establish an organization that would brand Alabama’s Black Belt as a premier outdoor hunting and fishing destination.

At that time, her knowledge of hunting and fishing was quite limited.

“My family wasn’t into hunting or fishing while I was growing up,” she admits.

That changed in 2003 when the Alabama Wildlife Federation invited her and four other women on their inaugural wild turkey hunt.

“I took on the challenge, succeeded in the woods, and enjoyed bonding with others while immersed in nature,” she recounts. “From that day forward, I became a passionate supporter of hunting,” actively engaging in wildlife preservation through funding and habitat restoration.

This introduction sparked a new passion in her and equipped her with fresh insights into an industry essential to Alabama’s economy.

“My experiences in hunting and fishing, combined with my tourism marketing background, prepared me to embrace this new initiative,” she adds.

“Today, ALBBAA stands as a local tourism institution, celebrating not only outdoor activities but also the area’s rich cultural heritage, talented artisans, local restaurants, and farm-based tourism.”

It’s evident that her efforts have paid off. A 2023 survey by economist Dr. Keivan Deravi projected the Black Belt region would see an economic impact of $3.8 billion, generating 45,500 jobs and contributing $219 million in taxes. Hunting and fishing were responsible for $1.7 billion of that total.

Printed Heritage

Of her many achievements, Swanner highlights the publication of a coffee table book titled Black Belt Bounty as particularly memorable.

Released to mark ALBBAA’s 10th anniversary, the book beautifully showcases the customs and narratives of the region through stunning visuals, recipes, and essays.

“I’ve been proud of many projects, but I can say that this book is the one I treasure most,” she states.

“It was the most challenging yet ultimately rewarding task. This book honors the traditions of hunting and fishing in Alabama’s Black Belt region, passed down through generations.”

The project not only solidified ALBBAA’s role as the region’s advocate but also provided Alabama families with tangible reminders of their shared cultural legacy.

Inspired by Strong Women

Swanner attributes her leadership drive to the strong women in her life. She feels her maternal grandmother inspired her community-minded spirit.

“She was deeply involved in community service and politics, contributing to rural areas in Western Kentucky during the 1930s after the establishment of the REA Act,” Swanner shares.

Her mother also imparted lasting lessons.

“She instilled in me that hard work, determination, and discipline are key ingredients for achieving meaningful success in life,” she explains.

In addition to family influences, Swanner has gained guidance from mentors in tourism, learning the values of professionalism and generosity. “I hope to pass these lessons on,” she adds.

The Purpose

For Swanner, her role transcends mere career pursuit; it feels like a mission to uplift the Black Belt and share its story.

Though she moved to the area later in life, she has since embraced its character and resilience.

“One particular story motivates me daily,” she notes.

“In the 1960s, brave African-American women in Alberta established a quilting cooperative to support their families. Their contemporary quilt designs gained global recognition and are now displayed in museums, including the Smithsonian.”

For her, these narratives highlight the importance of tourism.

“Tourism is essentially economic development,” she emphasizes. “It brings in revenue that sustains our community and supports essential services in Alabama.”

Constant Evolution

Swanner believes tourism is always evolving, which is partly what excites her about the industry.

“Tourism is a vibrant and fulfilling field, and no two days are alike,” she explains. “There’s always a new challenge to take on.”

What motivates her the most is the understanding that she’s not alone in this endeavor.

“What drives me to hit the ground running every day is the commitment of a fully engaged board of directors, who are just as dedicated to promoting tourism in the Black Belt,” she notes.

Under her leadership, Swanner has transformed a previously overlooked area into a sought-after destination recognized for its scenic beauty, cultural richness, and economic potential.

In doing so, she has shifted how people perceive the Black Belt and demonstrated how tourism can preserve communities, uphold traditions, and create opportunities.

I’m honored to recognize Pam Swanner as the notable woman of 2025.