Tourism Report for the Alabama Beaches

Each year, tourism leaders gather at the annual Alabama Beaches Tourism Summit to review the latest data and trends shaping travel along the Alabama Gulf Coast. The most recent report shows a clear message: tourism in Gulf Shores, Orange Beach, and Fort Morgan remains strong, continues to grow, and is becoming more consistent year-round.

Record Visitor Spending

According to data from Gulf Shores & Orange Beach Tourism, visitors spent a record $923 million on lodging rentals in 2025, surpassing the previous record of $871 million in 2024 and more than doubling the lodging revenue reported a decade earlier. In 2025, our area welcomed 8.4 million visitors who spent $1.42 billion in retail, slightly higher than the $1.41 billion recorded the year before. These numbers highlight the continued strength of tourism along Alabama’s Beaches and reinforce the importance of vacation rentals as a major part of the local economy.

A Destination That Is No Longer Just “Summer”

One of the most encouraging trends discussed at the summit is the continued shift toward year-round visitation. While summer remains the peak season, data from the past several years shows that spring and fall travel demand has remained steady, with occupancy across both hotels and vacation rentals showing minimal year-over-year fluctuations during these shoulder seasons. This trend reflects years of strategic marketing by Gulf Shores & Orange Beach Tourism to position Alabama’s Beaches as more than just a summer destination. Consistent visitation throughout the year helps stabilize the local workforce, supports local businesses, and benefits vacation rental owners by extending the booking season.

Growing Inventory, Growing Demand

Another important factor is the continued growth in vacation rental inventory. The number of available nights in the vacation rental market has increased over the past several years, reflecting both new properties entering the market and existing properties expanding availability. Despite this increased supply, demand has remained strong. This is an important reminder that while competition may grow, the overall tourism market here still continues to expand.

Sports Tourism and Future Growth

Tourism leaders also highlighted the growing impact of sports tourism, one of the fastest-growing segments in the travel industry. Plans for a future Herbert J. Malone Sportsplex, a large athletic complex planned near the Foley Beach Express, are intended to help the destination attract more tournaments and sporting events. Sports tourism is particularly valuable because these events typically occur outside of peak summer months, bringing families and teams to the area during spring, fall, and even winter.

Continued Investment in the Destination

Tourism officials also discussed new initiatives designed to strengthen the destination’s long-term appeal, including new marketing campaigns, expanded air service, and programs designed to support both visitors and residents. These investments help maintain the strong reputation Alabama’s Beaches has built as a family-friendly destination known for its natural beauty, welcoming communities, and memorable vacation experiences.

The overall outlook for tourism along the Alabama Gulf Coast remains positive. Strong visitor spending, steady demand outside of peak summer months, and continued investment in marketing and infrastructure all point to a healthy tourism economy. Our destination continues to grow in both popularity and maturity as a year-round travel market.