Tuscaloosa's Kelsey Rush Named Alabama Tourism Executive of 2026

Kelsey Rush, president and CEO of Visit Tuscaloosa, has been named Alabama Tourism Executive of the Year, one of the state's highest honors for tourism leadership.

The award was presented during the 2026 Alabama Governor's Conference on Tourism last week. It recognizes outstanding leadership and significant contributions to advancing Alabama's tourism industry through innovation, collaboration and measurable impact.

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"This recognition belongs to our incredible Visit Tuscaloosa team, our Board of Directors and the many community partners who support tourism efforts and help strengthen our local economy and our quality of life," Rush said.

Since taking over as president and CEO in 2022, Rush has led Visit Tuscaloosa through a period of strategic growth that includes launching the TuscaLife destination brand, introducing the Tuscaloosa Civil Rights Digital Pass, expanding Tuscaloosa Restaurant Week and Tuscaloosa Oktoberfest, and strengthening partnerships with the University of Alabama, local government and the hospitality industry. Room nights booked have grown 32% under her leadership, the tourism organization said in a Tuesday press release.

The results have been tangible - in 2025, visitors generated more than $1 billion in spending across Tuscaloosa County, accounting for one-fifth of all local consumer spending.

Visit Tuscaloosa supported more than 160 sporting events and tourism initiatives, generating approximately $24 million in event-related economic impact, more than 23,000 hotel room nights and $1.6 million in local tax revenue.

Rush brings more than 15 years of experience in destination marketing and event development. Before becoming CEO, she served as Visit Tuscaloosa's Vice President of Marketing and Communications. She holds a master's degree in marketing communication management from the University of Alabama, serves as president of the Alabama Association of Destination Marketing Organizations and was appointed by Governor Kay Ivey to the Alabama Tourism Advisory Board.

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