In Montgomery, Alabama, the tourism board and a new memorial to victims of lynching are building off each other's visibility, drawing visitors into a revitalized area of the Deep South they may not recognize.
Historically, tourism in the Deep South steered clear of discussing slavery and Jim Crow, instead leaning on less contentious topics like country music and antebellum architecture. But now, civil rights museums are becoming an important part of the South's tourism landscape, even if many state tourism boards haven't gotten on the bandwagon.
The concept, a copy of the “World’s Longest Yard Sale,” is likely to only boost regional tourism; partnering with the state’s more visited cities could lead to more meaningful long-term growth.
Destinations have to work what they have in order to stake a claim in the competition for tourism, and even a small rural town can transform itself into a southern music hub with the right amount of branding.
The city is focusing on upgrading venue infrastructure and visibility to attract national competitions and bring in out-of-state visitors looking for something other than just college football.