GSOBT Annual Tourism Summit Visitor Data Shows Spending Record

Gulf Shores and Orange Beach Tourism (GSOBT) officials recently announced key visitor data figures for 2025 at its annual Tourism Summit. The numbers, shared by GSOBT’s President and CEO Beth Gendler, presented a picture of growth and highlighted how Alabama’s beaches have become a year-round destination for visitors. Visitor spending on lodging rentals in Gulf Shores, Orange Beach and Fort Morgan reached a record $923 million in 2025, well above 2024’s mark of $871 million and more than double what the total lodging revenue was 10 years ago. Retail sales once again were up over the previous year, with $1.42 billion reported, up slightly compared to $1.41 billion reported for 2024. In addition, nights available for the vacation rental segment increased again over both 2023 and 2024, showing the impact of increased inventory. Vacation rental and hotel occupancy data shared at the Tourism Summit showed how the area is no longer a summer-only vacation destination. “Data from the past three years shows that, while summer is still king, spring and fall visitation is holding steady across both vacation rentals and hotels, with minimal variances year-over-year,” added Gendler.