The River Region is experiencing a surge in tourism, thanks to the introduction of transformative attractions like the Equal Justice Initiative’s (EJI) Legacy Sites and Montgomery Whitewater. These additions are not only reshaping the local tourism landscape but are also driving significant economic growth for the area. Led by founder Bryan Stevenson, the EJI Legacy Sites, with their powerful narrative of history and justice, draw visitors from across the country and spark deeper conversations about the past while bringing increased attention and foot traffic to Montgomery. Similarly, Montgomery Whitewater has quickly become a sought-after destination for adventure-seekers, boosting both tourism and local businesses.
Among various outstanding accolades, Montgomery has been recognized by The New York Times as one of the “52 Places to Go in 2024”— ranking alongside global destinations like Paris, Geneva and Morocco. Now designated a must-see city, the growing interest is not only elevating Montgomery’s status but also fueling its economy, creating jobs and supporting local businesses.
Explore how the latest additions to Montgomery’s tourism industry are signaling significant growth and a vision for the future.
The Power of Tourism: How EJI is Shaping Montgomery’s Economy
Montgomery, a city deeply rooted in America’s civil rights history, has seen a surge in tourism in recent years—thanks in large part to the work of the Equal Justice Initiative (EJI). Bryan Stevenson, the Founder and Executive Director of EJI, shared his mission and how the Legacy Sites have played a pivotal role in not only educating the public about racial injustice but also in driving economic growth throughout the city.
“We believe that Montgomery is central to the story of America,” Stevenson explains. “It is the birthplace of civil rights and the city, through the activism of its citizens, changed the world between 1955 and the end of 1965.”
Since opening, EJI’s Legacy Sites have become major tourist attractions, drawing hundreds of thousands of visitors each year. Stevenson acknowledges that he never anticipated the level of success the sites would achieve. “I had no idea that the sites would become as successful as they’ve become and be the motivation for so much travel to the city. We opened the larger museum in 2021 because we realized that thousands of visitors coming to our sites couldn’t get into the museum because it was sold out.”
This influx of visitors has had a dramatic impact on Montgomery’s economy. “The proliferation of new hotels, restaurants, tour operators and companies has been dramatic and made a visible, positive difference in the city. Sales tax revenue for the city of Montgomery increased significantly after we opened, which has benefited everyone who resides in this region,” said Stevenson.
Local business owners and city officials have echoed this sentiment, recognizing the millions of dollars generated by tourism tied to EJI. Stevenson shared, “We get very positive reports that millions of dollars of income has been generated by the hundreds of thousands of people who are visiting our sites. When people visit us, they do other things that support local businesses and the city.”
EJI’s Mission and Legacy Sites Driving Montgomery Tourism
EJI is dedicated to providing legal assistance to the poor, incarcerated, condemned and wrongly convicted. Beyond legal advocacy, the organization aids those in need through its health clinic, anti-poverty initiatives and re-entry programs. A crucial component of its mission is public education, which it furthers through research, reports and its groundbreaking Legacy Sites—the National Memorial for Peace and Justice, the Legacy Museum and the Freedom Monument Sculpture Park. These sites have not only reshaped the way the nation engages with history but have also played a vital role in Montgomery’s tourism industry.
The Legacy Sites drawing hundreds of thousands of visitors to Montgomery:
- THE LEGACY MUSEUM:
The Legacy Museum tells the story of slavery in America from the slave trade to the current mass incarceration crisis through interactive media, first-person narratives, world-class art and data-rich exhibits.
- THE NATIONAL MEMORIAL FOR PEACE AND JUSTICE:
The nation’s first memorial dedicated to the victims of racial terror lynchings, this site provides a deeply moving experience of reflection and education.
- FREEDOM MONUMENT SCULPTURE PARK:
A 17-acre site with world-class sculptures that animate an unforgettable journey through history, culminating in a first-of-its-kind monument honoring enslaved people in the U.S.
Beyond Tourism: EJI’s Broader Economic Contributions
EJI’s contributions to Montgomery extend beyond tourism revenue. The organization has created hundreds of jobs, awarded scholarships and expanded support services. “We provide 36 college scholarships to graduating seniors from Montgomery public high schools each year, each scholar receives a $10,000 scholarship,” Stevenson shares. “Our anti-poverty work has now resulted in nearly 6,000 families across the state getting direct support from us to end hunger. We also provide direct services to the poor and sick at no cost through EJI Health, our health clinic.”
Through employment opportunities and development projects, EJI has continued to invest in Montgomery’s future. “I’m proud that we have created hundreds of jobs for people across the region over the last five years through expanded staffing and our many building and development projects.”
Looking ahead, Stevenson envisions even greater engagement with visitors. “I’m hoping to add more programming, events, convenings and engagement with the sites once we complete most of the major development we are advancing now. There will be new exhibits and exciting new features at all of our sites over the next decade.”
As EJI continues to expand, so too does Montgomery’s economic and cultural significance. The city’s evolving landscape is a testament to the power of history, justice and community-driven development—one that will continue to shape its future for years to come.
On the Horizon for EJI:
EJI has ambitious plans for the future, with new projects designed to further its mission while enhancing Montgomery’s economic landscape, including:
- ELEVATION (OPENING 2025): A convening center and hotel next to a new civil rights park detailing Montgomery’s pivotal history between 1955 and 1965.
- AYA FINE-DINING RESTAURANT: Located within Elevation, AYA will bring a new culinary experience that will elevate Montgomery’s dining scene.
- LITTLE DONKEY AND HERO: Two new restaurant additions near the museum will enhance visitor engagement with the city’s food culture.
