Media Contact:

Kay Maghan • Gulf Shores & Orange Beach Tourism
[email protected] • AlabamasBeaches.com/Media
1-800-745-SAND • 251-974-4625 (direct) • 251-752-8448 (cell)

GULF SHORES AND ORANGE BEACH, AL 

Business and industry leaders from across south Baldwin County gathered at the Orange Beach Event Center today to get a first look at the year-to-date tourism numbers for Alabama’s Beaches. Sponsored by Gulf Shores & Orange Beach Tourism (GSOBT), the Chamber’s First Friday Forum breakfast featured GSOBT’s President & CEO Beth Gendler reporting the impacts of visitors to the area in 2025 through the 2026 summer season.

“The number one question we get at the tourism office from elected officials and our local businesspeople is always ‘How are we doing this year?’” Gendler said as she started her presentation. “I am happy to report that as we move into fall, projections look very good for another strong year.”

“One of our primary key indicators of the health of our tourism industry is taxable lodging rentals,” explained Gendler. “Through July of this year, our area was already at $739 million in lodging revenue, which is $60 million AHEAD of where we were at this point last year.

She added that visitor spending has increased by $500 million in 2025 vs. 2024, quipping “that’s enough for 17 million seafood dinners!”

While tourism numbers show economic growth, the real impact is how the tourism industry benefits the 57,000 workers whose livelihoods depend on both residents and guests in Alabama’s Beaches.

“In just one year, salaries and wages generated by tourism grew by $200 million,” stressed Gendler. “We had a strong spring and summer, and fall is looking impressive – which means steady hours for more months of the year for your employees from housekeepers to dishwashers, front desk staff to servers, boat captains to maintenance workers. Gone are the days where summer was our only season.

“As the destination marketing organization for this area, we know that tourism’s impact extends far beyond hotels, vacation rentals, restaurants, and attractions. The money that comes into our cities helps fund the things that make this a special and incredible place to live – city parks and recreation facilities, new schools, and our impressive beach safety divisions, to name a few.”

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. As she illustrated, those 950 new lodging units equal 346,750 additional available room nights from projects such as Margaritaville Orange Beach, Abaco, Caribe Seaside, and Phoenix Key, as well as hotels including Hotel Rain, AC by Marriott, and TownPlace Suites.

“Occupancy has always been one of our key measurements,” she explained, “It is challenging to compare year-over-year occupancy now with the continued growth in our available lodging segment. But we know this increase in inventory reflects the popularity of our area as a vacation destination.”

While final 2026 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 2025 report, an estimated 8.9 million visitors came to Baldwin County, with a strong majority of those (7.1 million) coming to Alabama’s beaches. Those beach visitors spent almost $6.8 billion in our coastal communities and helped employ 57,000 people with tourism-related jobs in Gulf Shores, Orange Beach, and the Fort Morgan area – where the resident population is just under 27,000.

“We are a tourism economy here,” Gendler emphasized. “It is the number one industry in our county. This community relies and thrives on our guests. But it isn’t just about filling roojs; it’s about strengthening the community we all call home.”

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. By Locals for Locals includes a website, ForOurLocals.com, an email newsletter, and a dedicated Facebook page.

“The mission of Gulf Shores & Orange Beach Tourism has not changed - we develop and execute marketing programs that promote our community as an attractive travel destination, enhance our region’s public image as a dynamic place to live and work, strengthen our community’s economic position and vitality, and provide tax revenue that our cities use to improve the quality of life for the residents who live and work here.”

For more information on Alabama’s Beaches, visit AlabamasBeaches.com.  

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Charts and Logos:

Slide Presentation: First Friday Forum 2026
Alabama Beaches Logo: Alabama's Beaches logos
Photo of Beth Gendler: Beth Gendler, President & CEO - Gulf Shores & Orange Beach Tourism.jpg;  
Credit: Gulf Shores & Orange Beach Tourism 
 

About Gulf Shores & Orange Beach Tourism:

Gulf Shores & Orange Beach Tourism serves as the official destination marketing organization for the cities of Gulf Shores and Orange Beach, and the unincorporated area of Fort Morgan. To learn more about Alabama’s 32 miles of white-sand beaches, visit AlabamasBeaches.com. This convention and visitors bureau is an accredited Destination Marketing Organization (DMO).