GSOBT Shares Beach Tourism Update

Business and industry leaders from across south Baldwin County recently gathered at the Orange Beach Event Center to get a first look at the year-to-date tourism numbers for Alabama’s Beaches, with Gulf Shores & Orange Beach Tourism (GSOBT) reporting the impacts of visitors to the area in 2025 through the 2026 summer season. GSOBT President & CEO Beth Gendler said the area was already at $739 million in lodging revenue through July this year, which is $60 million ahead of last year. Visitor spending has increased by $500 million in 2025 versus 2024. In addition, the salaries and wages generated by tourism grew by $200 million. Gendler also explained that economic growth includes increased lodging inventory as demand for the destination continues to grow, with 950 units planned over the next two years. These 950 new lodging units equal 346,750 additional available room nights. Final 2026 economic impact numbers will not be compiled until next spring, but, according to the Alabama Tourism Department’s 2025 report, an estimated 8.9-million visitors came to Baldwin County, with 7.1 million of those coming to Alabama’s beaches. Those beach visitors spent almost $6.8 billion in the coastal communities and helped employ 57,000 people. Another component of the morning presentation was the reveal of GSOBT’s new By Locals for Locals program, which provides community resource information, locals’ discounts and high check-in/check-out days.