CULLMAN, Ala. – At the Cullman Area of Chamber of Commerce September Community Luncheon on Friday, Executive Director of Tourism Harmony Heard shared an update on the growth, vision and impact of the Cullman County Tourism Bureau.
Heard is a Huntsville native with deep roots in the hospitality and tourism industry. Last month, she was named Tourism Industry Employee of the Year at the 2025 Alabama Governor’s Conference on Tourism.
Her passion for people and the area was evident throughout her presentation on Friday.
“We don’t just promote tourism,” Heard said. “We tell the story of Cullman — a place where German heritage meets Southern charm, and where visitors leave saying, ‘Wow, I didn’t expect this.’”
Since 2021, the Cullman County Tourism Bureau has operated as its own entity, guided by a board of community leaders. Heard described the bureau as a “startup,” building everything from branding to visitor guides from the ground up. With campaigns like the Visit Cullman socks and interactive initiatives like tourism discount cards and themed itineraries, Heard said, the bureau is focused on putting Cullman on the map.
She emphasized that tourism isn’t just about the visitors but also about the economic vitality. Events like Rock the South, Christkindlmarkt and Bassmaster tournaments bring in thousands of visitors, generate tax revenue and support local businesses. Heard cited that one recent fishing tournament alone filled over 2,000 hotel and rental room nights.
In May, Cullman ranked No. 1 in hotel occupancy in north Alabama, ahead of cities like Huntsville and Decatur, she said, adding that social media engagement has soared, and website traffic is up 344%.
Significant tourism milestones include:
- Cullman ranked No. 2 Best Small-Town Cultural Scene in the U.S. by USA Today
- Christkindlmarkt named Southeastern Tourism Society’s 2025 Signature Event
- OmniPlex recognized as a finalist for Best New Sports Venue by SportsTravel Magazine
Looking ahead, Heard previewed a rebranding campaign, a new website and a digital experience pass for visitors aimed at growing tourism’s impact and celebrating the culture of Cullman.
“We connect people to the spirit of Cullman, and through that, we build a stronger community for everyone.”
