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Privacy Policy

We take your privacy very seriously and are committed to being transparent with how we use your information. This website is run by the Alabama Tourism Department (collectively “we” or “us”). It covers www.alabama.travel and tourism.alabama.gov.

If you are based in the UK, please also refer to the “Privacy Section for Users From the UK” below, which contains additional information about your rights and our legal bases for processing your personal information.

Our Privacy Policy explains:

  • What information we collect and why we collect it
  • How we use that information
  • To whom and where we might share your information
  • Your rights in respect of our processing of your information, including how to access and update information
  • How long we store your information

For users located in the UK, our Privacy Policy also explains:

  • The lawful bases we rely on for processing your personal information
  • Your additional UK rights in relation to your personal information

How to Contact Us

If you want more information or have any questions about our processing of your information or this Privacy Policy, you can contact us using the following methods:

  • Email: info@tourism.alabama.gov
  • Post: 401 Adams Avenue, Suite 108, Montgomery, AL 36104

Information We Collect

We collect information in the following ways:

Information you give us

For example, when you sign up for an account or otherwise interact with us. This may include:

  • Identity data: name (first, middle, and last) and title
  • Contact data: email address, telephone number, and postal/delivery address
  • Registration data: username, password, and any other personal information that you provide to register an account with us

Information we collect about you via cookies

Behavioral data: We may collect information about your interaction with our services and sites, like when you visit different parts of our sites and what selections you make on the sites, as well as our marketing communications. We also may collect information about how you interact with our ads on our sites and third-party sites.

Technical data: We may also collect certain technical information such as:

Device information: We may collect device-specific information (such as your hardware model, operating system version, unique device identifiers, and mobile information if you use a mobile device to access the site).

Log information: When you use our services or view content provided by us, we may automatically collect and store certain information in server logs. This information may include:

  • Details of how you used our service, such as your navigation paths and search queries
  • Mobile related information if you access our website using your mobile device
  • Internet protocol address
  • Device event information such as crashes, system activity, hardware settings, browser type, browser language, the date and time of your request, and referral URL

Unique advertising IDs: We may collect advertising IDs that uniquely identify your browser or your account for retargeting purposes (i.e., to show advertising to you on other sites based on your activities on our services).

Location information: When you use our mobile application or website, we may collect and process information about your device’s geographic location to provide you with location-based services and improve your overall experience. This data helps us customize our services, such as offering localized content or providing relevant recommendations based on your location.

Information we may receive from third parties

We may receive information from third parties including analytics providers, data suppliers, and third parties that provide technical services to us so that we can provide our sites and services. This may include:

Advertising partner data: We may receive from our advertising partners information about how users of third-party sites interact with our ads. We might also receive information from advertising partners about who is likely to interact with our ads because they share a similar profile to users of our own sites.

Cookies

Where indicated in this Privacy Policy, cookies, web beacons, pixel tags, and other similar technologies (“Cookies”) may be used for the purposes described in this Privacy Policy.

In addition to the information set out in this Privacy Policy, you can find further information about the cookies we use, and manage your preferences in relation to non-essential cookies, through the cookie consent tool available on our website. This tool can be accessed at any time via the link provided in the footer of our site.

You can also manage your Cookie preferences using functionality provided by your browser, but please be aware that to use some parts of our sites you will need to allow essential Cookies. If you block essential Cookies, some parts of our sites may not work properly, or you may not be able to access our sites.

On your mobile device, you may also adjust your privacy and advertising settings to control whether you want to receive more relevant advertising.

In some cases, the Cookies that are used on our sites may be provided by a third party. Accordingly, information about you may be shared with the relevant third party and used in accordance with their privacy policy.

For example, where we use Cookies relating to services provided by Google such as Google Signals, Google has published information about how it uses personal information in connection with its services here.

We draw your attention particularly to our use of Google Signals, a feature offered by Google Analytics, which provides aggregated and anonymized data about users who have enabled certain Google features on their devices. This data helps us understand user behaviour and preferences across multiple devices and platforms, allowing us to deliver more personalized and relevant content to our visitors. The information collected through Google Signals is used solely for analytical purposes and is never used to identify individuals personally.

If you do not want your personal information to be used for the purposes of Google Signals (or Google Analytics more generally), you can either opt out of Google Analytics via our cookie consent tool or you can install the Google Analytics opt-out browser add-on (but please note that this will only work on certain browsers).

For more general information about Cookies and managing Cookies, including blocking or deleting cookies for a wide variety of browsers, visit All About Cookies.

On your mobile device, you may also adjust your privacy and advertising settings to control whether you want to receive more relevant advertising.

How We Use Information We Collect

We use the information we collect from all of our services to provide, maintain, protect, and improve our services, to develop new services and offerings, and to protect us and our users. We also use this information to offer you tailored content like giving you more relevant search results and ads on our sites above and on other sites.

In particular, we may use your personal information for the following purposes:

  • To provide our websites and services to you, including ensuring we show you correct notices and information
  • To set up and manage user accounts
  • To respond to inquiries and provide customer service
  • To carry out insight, analytics, and website improvement
  • For online advertising activities, including retargeting
  • To send you marketing communications by email
  • For legal compliance and business administration

Online Advertising & Retargeting

We carry out various online advertising activities including VoD/TV advertising, retargeting on social media and other third-party platforms, and programmatic and display advertising. In order to make our advertising as relevant and effective as possible, we may share your personal information with third-party advertising companies to serve, and measure the effectiveness of, our ads on you when you visit third-party platforms. This may include personal information we or our third-party advertising partners may have collected about you using Cookies on our sites to recognize you as a user of our sites and to display ads for services that you have viewed while on our sites. We might also use your information to help us determine advertising targeting criteria for our ads more generally.

For retargeting purposes, we might also share certain identifiers (such as your email address or device advertising identifier) with our advertising partners or social media platforms so they can match this information against their own records. This creates a “custom audience” of individuals to whom we can display our advertisements when they use third-party sites (for example, showing you an ad in your social media feed). We may also use custom audiences to exclude certain individuals from seeing our ads, such as existing customers. Further, we may ask our advertising partners to identify other individuals who share similar characteristics and interests with those in our custom audience. This allows us to show our advertisements to people who “look like” our existing audience.

Our advertising partners may provide us with aggregated insights about the individuals who see our ads (such as age, gender, approximate location, and interests), but they do not share their underlying data with us.

Accessing & Updating Your Personal Information

Whenever you use our services, we aim to provide you with access to your personal information in your account. If that information is wrong, we strive to give you ways to update it quickly or to delete it unless we have to keep that information for legitimate business or legal purposes. When updating your personal information, we may ask you to verify your identity before we can act on your request.

Unsubscribe

If we provide you with any mailings or other marketing communication, you can always opt out of that communication.

Information We Share

In connection with the provision of our sites and services, we may share your personal information with:

  • Affiliate entities or third-party service providers including providers of IT services, data analysis, website hosting, and data storage services
  • Third-party advertising partners in connection with our advertising and marketing activities
  • Auditors, lawyers, accountants, and other professional advisers who advise and assist us in relation to the lawful and effective management of our organization

We may also share your personal information with third parties outside our organization if the following circumstances apply:

  • With your consent. We will share personal information with companies, outside organizations, or individuals if we have your consent to do so.
  • For legal reasons. We will share personal information with companies, outside organizations, or individuals if we have a good-faith belief that access, use, preservation, or disclosure of the information is reasonably necessary to meet any applicable law, regulation, legal process, or enforceable governmental request, detect, prevent, or otherwise address fraud, security, or technical issues, or protect against harm to the rights, property, or safety of our users or the public as required or permitted by law.
  • In case of a sale or asset transfer. If we become involved in a merger, acquisition, or other transaction involving the sale of some or all of our assets, user information, including personal information collected from you through your use of our services, could be included in the transferred assets. Should such an event occur, we will use reasonable means to notify you, either through email or a prominent notice on the services.

We may share aggregated, non-personally identifiable information publicly and with our partners, such as businesses we have a relationship with, advertisers, or connected sites. For example, we may share information to show trends about the general use of our services.

How Long We Keep Your Personal information

We will only keep your personal information for as long as necessary for the purposes set out in this Privacy Policy. We will retain and use your personal information to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

If any personal information is only useful for a short period (e.g., for a specific promotion or marketing campaign), we will not retain it for longer than the period for which it is used by us.

Information Security

We work hard to protect our users from unauthorized access to or unauthorized alteration, disclosure, or destruction of information we hold. However, no website is entirely secure. You should protect the account information in your possession as well.

Third-Party Sites

Our Privacy Policy does not apply to services offered by other companies or individuals, including products or sites that may be displayed to you on this site. We have no control over these third-party websites, apps, or services and this Privacy Policy does not apply to your interaction with the relevant third parties.

Enforcement

We regularly review our compliance with our Privacy Policy. When we receive formal written complaints, we will contact the person who made the complaint to follow up.

Children Under 13

Our site is not directed toward children under 13 and we will not knowingly collect information for any child under the age of 13. If you are the parent of a child under the age of 13 and have a concern regarding your child’s information on our site, please contact us at info@tourism.alabama.gov.

This Is Located in the United States

Our website and associated services are hosted in the United States. If you are outside of the United States, your information will be processed and stored in the United States and you are consenting to such processing and storage.

Changes

Our Privacy Policy may change from time to time. We will post any Privacy Policy changes on this page and, if the changes are significant, we will provide a more prominent notice ( including, for certain services, email notification of Privacy Policy changes).

This version is effective from April 20, 2026.

Non-US Users

Information that you provide may be transferred to or accessed by entities around the world as described in this Privacy Policy. If you are located outside the United States, please be aware that your personal information may be transferred to and processed in the United States, where privacy and data protection laws may differ from those in your country. For individuals in the UK, please see the “Privacy Section for Users From the UK” for further information.

Privacy Section for Users From the UK

The following section provides additional information for users located in the UK, including information required under the UK General Data Protection Regulation (the “UK GDPR”).

Data Controller

For the purpose of the UK GDPR, the Alabama Tourism Department is the controller of personal information for the activities described in this Privacy Policy.

Our registered office is at 401 Adams Avenue, Suite 108, Montgomery, AL 36104.

Our UK representative is Lewis Silkin LLP (UKrep.ATD@lewissilkin.com).

Legal Basis for Processing

Under data protection law, there are various grounds on which we can rely when processing your personal information. In some contexts, more than one ground applies. We have summarized these grounds below:

  • Contract: Processing necessary for performance of a contract with you or to take steps at your request to enter a contract, for example:
    • Providing our websites and services to you, including ensuring we show you correct notices and information (where you have an account with us);
    • Setting up and managing user accounts.
  • Legal obligation: Processing necessary to comply with our legal obligations, for example:
    • To comply with our legal obligations, to enforce our legal rights, to protect rights of third parties, to respond to law enforcement requests and as required by applicable law, court order, or governmental regulations.
  • Legitimate interests: Processing necessary for our or a third party’s legitimate interests, for example:
    • Providing our websites and services to you effectively;
    • Setting up and managing user accounts to provide secure and effective access to our websites;
    • Responding to inquiries and providing customer service;
    • Carrying out insight, analytics, and website improvement;
    • Operating our business effectively and to exercise or defend legal claims.
  • Consent: You have given specific consent to processing your data, for example:
    • To send marketing communications by email;
    • To collect data using cookies;
    • To display online advertising to you;
    • To share information with advertising partners for the purpose of displaying advertising.
Failure to Provide Information

Where we are required by law to collect personal information, or we need to collect personal information under the terms of a contract we have with you, and you fail to provide that personal information, we may not be able to fulfill any obligations that we owe to you, and we may not be able to enter into or perform a contract with you.

International Transfers of Personal information

To the extent our processing is caught by the requirements of the UK data protection laws, we acknowledge that when we transfer personal information to third parties located in countries outside the UK, these countries may not have data protection laws that protect personal information to the same standard as the GDPR. When transferring personal information to third parties in such countries, we usually rely on one of the following safeguards:

  • Adequacy decisions: We may transfer your personal information to countries or organizations that have been deemed to provide an adequate level of protection for personal information by the UK Government. This may include transfers to organizations that participate in the UK - US Data Privacy Framework.
  • Contractual safeguards: We may use Standard Contractual Clauses approved by the UK Government to safeguard personal information.

For more information about the safeguards we use for international transfers, please contact us using the details in the “How to Contact Us” section above.

Your Rights

Under the UK GDPR, you have the following rights in relation to your personal information:

  • Right of access. If you ask us, we will confirm whether we are processing your personal information and, if so, provide you with a copy of that personal information (along with certain other details).
  • Right to rectification. If the personal information we hold about you is inaccurate or incomplete, you are entitled to have it rectified. If we have shared your personal information with others, we will let them know about the rectification where possible.
  • Right to erasure. You can ask us to delete or remove your personal information in certain circumstances, such as where we no longer need it or where you withdraw your consent (where applicable). If we have shared your personal information with others, we will let them know about the erasure where possible.
  • Right to restrict processing. You can ask us to “block” or suppress the processing of your personal information in certain circumstances, such as where you contest the accuracy of that personal information or you object to us processing it for a particular purpose.
  • Right to data portability. You have the right, in certain circumstances, to obtain personal information you have provided to us (in a structured, commonly used, and machine-readable format) and to reuse it elsewhere or to ask us to transfer it to your chosen third party.
  • Right to object. You can ask us to stop processing your personal information, and we will do so, if we are: (i) relying on our own or someone else’s legitimate interest to process your personal information, except if we can demonstrate compelling legal grounds for the processing; or (ii) processing your personal information for direct marketing purposes.
  • Rights in relation to automated decision-making and profiling. You have the right not to be subject to a decision when it is based on automatic processing, including profiling, if it produces a legal effect or similarly significantly affects you, unless such profiling is necessary for the entering into, or the performance of, a contract between you and us.
  • Right to withdraw consent. If we rely on your consent as our legal basis for processing your personal information, you have the right to withdraw that consent at any time. You can exercise your right of withdrawal by contacting us using the details in the “How to Contact Us” section or by using any opt-out mechanism we provide, such as an unsubscribe link in an email.
  • Right to complain. If you believe that our processing of your personal information does not comply with applicable privacy laws or you otherwise have a concern about the way we have handled your personal information, you have the right to complain to us. If you wish to submit a complaint, please contact us using the details in the “How to Contact Us” section above. Once we receive your complaint, we will acknowledge receipt within 30 days. We will then take appropriate steps to investigate the matters you have raised and will keep you informed of our progress. We will notify you of the outcome of your complaint without undue delay.
  • Right to lodge a complaint with the supervisory authority. If you have a concern about any aspect of our privacy practices, including the way we have handled your personal information, please contact us. You can also report any issues or concerns to the Information Commissioner’s Office (“ICO”). You can complain to the ICO by visiting https://ico.org.uk/make-a-complaint/.

To exercise any of the above rights, please contact us using the details in the “How to Contact Us” section above.

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