South Baldwin County Tourism Shows Strong Performance and New Developments

A Key Tourism Briefing

On September 6, 2024, business and industry leaders from south Baldwin County came together at the Orange Beach Event Center for a pivotal briefing on the region’s tourism performance. Hosted by Gulf Shores & Orange Beach Tourism (GSOBT), this First Friday Forum breakfast provided attendees with an in-depth look at tourism metrics for Alabama’s Beaches, presented by GSOBT President & CEO Beth Gendler. The event also marked the debut of a refreshed logo and branding for the area.

Strong Year-to-Date Performance

As she began her presentation, Gendler addressed a frequent question from local officials and business owners: “How are we doing this year?” She was pleased to share that projections suggest the region is on track to match or even surpass last year’s impressive revenue totals as the fall season approaches.

Gendler highlighted two crucial indicators of tourism health: taxable lodging rentals and taxable retail sales. By mid-year, the area had already accrued $476 million in lodging revenue, positioning it well towards last year’s total of $879 million. Additionally, taxable retail sales are on pace to exceed $1 billion for the fourth consecutive year, underscoring the region’s robust economic activity.

Challenges with Increased Lodging Inventory

Despite the positive trends, Gendler noted a slight decline in occupancy rates, which she attributed to an increase in lodging inventory. Over the past 12-18 months, approximately 1,000 new lodging units have been added, equating to 365,000 additional available room nights. With plans for another 1,000 units in the coming years—including new properties like Embassy Suites in Gulf Shores and Margaritaville Resort in Orange Beach—occupancy comparisons year-over-year have become more complex.

Nevertheless, Gendler emphasized that this increase in inventory reflects the growing popularity of the region as a vacation destination. “While occupancy rates are a key measurement, the rise in lodging options indicates our area’s continued appeal,” she explained.

New Developments: Herbert J. Malone Sports Complex

In an effort to bolster the local lodging sector and cater to the estimated 15,000 vacation rental and hotel units, GSOBT proposed the Herbert J. Malone Sports Complex. Named in honor of the organization’s founder and former President & CEO, this ambitious project aims to build multi-purpose fields and an indoor sports facility on 111 acres at Coastal Gateway Blvd. (County Road 8) and the Beach Express.

Gendler highlighted a critical gap in sports tourism, noting a loss of 73,000 room nights from 2021 to 2023 due to insufficient sports facilities. “Sports tourism is a rapidly growing sector, and we need modern facilities to attract more events and tournaments,” she stated. This development would not only help fill hotel rooms but also benefit local businesses and attractions throughout the year, given the year-round nature of sports events.

Impact of Tourism on the Local Economy

Although final 2024 economic impact figures will be available next spring, the significance of visitor spending is already apparent. According to the Alabama Tourism Department’s 2023 report, Baldwin County welcomed approximately 8.4 million visitors, with 6.5 million specifically coming to Alabama’s beaches. These visitors contributed nearly $6.7 billion in spending and supported 55,000 tourism-related jobs in Gulf Shores, Orange Beach, and the Fort Morgan area, which has a population of just under 26,000.

“Our economy heavily relies on tourism,” Gendler emphasized. “It is the top industry in our county, with tourism tax revenues forming a significant portion of the budgets for Gulf Shores and Orange Beach. These revenues are crucial for maintaining and enhancing local amenities, including schools.”

Introducing the New Brand: Alabama’s Beaches

A major highlight of the event was the unveiling of GSOBT’s new brand and logo. While the organization will retain its name, Gulf Shores & Orange Beach Tourism, it will now promote the destination as “Alabama’s Beaches.”

Gendler explained the rationale behind the rebranding: “After 31 years of promoting the Alabama Gulf Coast, it was time for a change. The new name, Alabama’s Beaches, better reflects our location and purpose, especially for those who might not know that Alabama has beautiful beaches.” She reaffirmed that the mission remains to market the region as a premier travel destination, enhance public perception, strengthen the local economy, and provide tax revenue for community improvements.

Commitment to Responsible Tourism

Gendler also emphasized GSOBT’s dedication to responsible tourism practices. The organization continues to partner with local entities on initiatives like Leave Only Footprints and BEach SAFE, which aim to promote sustainable tourism and environmental stewardship.

Looking Forward

For more information about Alabama’s Beaches, including updates on tourism developments and new projects, visit GulfShores.com and OrangeBeach.com. The region’s continued growth and strategic investments underscore its commitment to maintaining a thriving tourism sector that benefits both visitors and the local community.