Gulf Shores, Orange Beach Tourism Update, New Branding

 Gulf Shores & Orange Beach Tourism (GSOBT) President and CEO Beth Gendler recently reported the impacts of visitors to the area through the 2024 summer season and unveiled the new logo and branding for the destination. “Through June of this year, our area was already at $476 million in lodging revenue, a little more than halfway to last year’s total of $879 million. Taxable retail sales are on pace to surpass $1 billion for the fourth year in a row,” Gendler said. Gendler also explained that increased lodging inventory—approximately 1,000 units added in the last 12-18 months—has occupancy looking down slightly compared to recent years. As she illustrated, 1,000 new lodging units equals 365,000 additional available room nights, and another 1,000 units are anticipated to be added over the next three years. Gendler emphasized the importance of sports tourism and shared renderings for the proposed Herbert J. Malone Sports Complex with multipurpose fields and an indoor sports event facility on 111 acres it owns at Coastal Gateway Boulevard (County Road 8) and the Beach Express. While final 2024 economic impact numbers will not be compiled until next spring, the economic impact of visitors on the area is significant. According to the Alabama Tourism Department’s 2023 report, an estimated 8.4 million visitors came to Baldwin County, 6.5 million of whom came to Alabama’s beaches. Those beach visitors spent almost $6.7 billion in the coastal community and helped employ 55,000 people with tourism-related jobs in Gulf Shores, Orange Beach and the Fort Morgan area. A major component of the morning presentation was the reveal of GSOBT’s new destination brand and logo. While the organization will retain its name, it is now promoting the destination as Alabama’s Beaches. Gendler also highlighted the role the tourism office continues to play in responsible stewardship, partnering with the cities and county on programs like Leave Only Footprints and BEach SAFE.