Montgomery, AL – Governor Kay Ivey has announced the retirement of Alabama Tourism Director Lee Sentell, who has led the Alabama Department of Tourism since 2003 after being appointed by former Governor Bob Riley.
Sentell, the longest-serving tourism director in Alabama history, oversaw significant growth in the state’s tourism industry during his more than two decades of service. According to the governor’s office, annual tourism revenue increased from approximately $6 billion when Sentell took office to nearly $25 billion during his tenure.
Governor Ivey praised Sentell’s leadership and contributions to promoting Alabama’s attractions, including its beaches, outdoor recreation, Civil Rights history, food, space industry and small towns.
“Since Lee began serving at the Department of Tourism, we have grown the state’s tourism revenue from $6 billion to nearly $25 billion,” Ivey said. “Thanks to his service, we have broken tourism records, supported more jobs for Alabama families and created significant and meaningful revenue for our state.”
During Sentell’s leadership, the department launched statewide marketing campaigns highlighting Alabama’s small towns, arts, barbecue, birding, natural attractions and the Alabama Bicentennial celebration. The department received the U.S. travel industry’s Mercury Award six times in a 12-year span.
The department also earned international recognition when its U.S. Civil Rights Trail campaign received the International Travel and Tourism Award for Best Regional Promotion at the World Travel Market in London, becoming the first U.S. state tourism agency to receive the honor.
Most recently, the Department of Tourism helped coordinate Governor Ivey’s America 250 Alabama Celebration at the Alabama State Capitol, where a commemorative 250th anniversary edition of the U.S. flag was unveiled.
Reflecting on his career, Sentell said serving as Alabama’s tourism director had been “the honor of my life.”
“I have been so proud to show people all over our country and around the world all that we have to offer,” Sentell said. “I look forward to Alabama’s continued growth in the years ahead.”
Governor Ivey also announced the appointment of Glenda Allred as the state’s next tourism director for the remainder of her administration. Allred most recently served as Deputy State Treasurer under State Treasurer Young Boozer and has worked in state government since 2011.
Before entering public service, Allred spent 15 years in the private sector managing media relations, shareholder communications and advertising for a bank holding company with 72 branches across Alabama.
“I am excited to have Glenda joining the Ivey Administration to lead our state’s tourism efforts,” Ivey said. “Alabama has a lot left to tell, and I know we can continue doing that with Glenda’s leadership.”
Allred said she is honored to accept the appointment and looks forward to working with the Department of Tourism.
“I am honored by Governor Ivey’s confidence and grateful for the opportunity to serve,” Allred said. “I look forward to working with the dedicated team at the Department of Tourism to advance our shared mission of improving the lives of the people of our state and all those who visit.”
A 1991 graduate of Huntingdon College, Allred currently serves on the college’s Board of Trustees. Her appointment became effective Wednesday, July 15, 2026.
