MONTGOMERY, Ala.—Alabama Gov. Kay Ivey has appointed Glenda Allred as the state’s new tourism director, following the retirement of Lee Sentell, who served as Alabama’s tourism director for more than two decades. Her appointment became effective July 15, 2026.
“I am excited to have Glenda join the Ivey Administration to lead our state’s tourism efforts. Before working in the executive branch, she had nearly two decades of private sector experience that included marketing and media relations,” Ivey says. “Glenda will be a fantastic addition to our team as we finish strong these next six months. Alabama has a lot left to tell, and I know we can continue doing that with Glenda’s leadership.”
Allred will lead the Alabama Dept. of Tourism for the remainder of the Ivey administration. She most recently served as deputy state treasurer in the office of Treasurer Young Boozer and began her state government career in 2011.
Before entering public service, Allred spent 15 years with an Alabama bank holding company, where she managed media relations, shareholder relations, shareholder publications, and advertising for a 72-branch franchise. She is a 1991 graduate of Huntingdon College and currently serves on the college’s Board of Trustees.
“I am honored by Gov. Ivey’s confidence and grateful for the opportunity to serve,” Allred says. “I look forward to working with the dedicated team at the Dept. of Tourism to advance our shared mission of improving the lives of the people of our state and all those who visit!”
Sentell—the longest-serving tourism director in Alabama history—was originally appointed by Gov. Bob Riley in 2003. During Sentell’s tenure, the state’s tourism industry grew from $6 billion in annual revenue to nearly $25 billion, according to the governor’s office.
“Since Lee began serving at the Department of Tourism, we have grown the state’s tourism revenue from $6 billion to nearly $25 billion. Lee should certainly be commended for his passion for our state and for its many attractions,” Ivey says. “From promoting Alabama’s pristine beaches to our award-winning food to Civil Rights history, space, outdoors, and everything in between, Lee has always had a special way of sharing the many great facets of our state’s tourism industry. Thanks to his service, we have broken tourism records, supported more jobs for Alabama families, and created significant and meaningful revenue for our state.”
Under Sentell’s leadership, the Alabama Dept. of Tourism launched annual marketing campaigns highlighting the state’s small towns, arts, barbecue, natural wonders, birding opportunities, and Alabama’s Bicentennial celebration in 2019. The department earned the U.S. Travel Association’s Mercury Award six times throughout a 12-year period. It also received international recognition for its U.S. Civil Rights Trail campaign, including the 2019 International Travel and Tourism Award for Best Regional Promotion at the World Travel Market, held in London; the award marked the first time a U.S. state tourism agency received the honor. Most recently, the department helped execute Gov. Ivey’s America 250 Alabama Celebration at the Alabama State Capitol, which included the unveiling of a special America 250 commemorative flag.
“Alabama is a special state, and I have been so proud to show people all over our country and around the world all that we have to offer,” Sentell says. “Leading the state’s tourism efforts for more than two decades and serving under Governor Ivey has been the honor of my life. I look forward to Alabama’s continued growth in the years ahead.”
