GULF SHORES AND ORANGE BEACH – 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 through the 2024 summer season, plus unveiling the new logo and branding for the destination.

“The No. 1 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 matching last year’s total revenue numbers.”

“Two of our primary key indicators of the health of our tourism industry are taxable lodging rentals and taxable retail sales,” Gendler said. “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 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. Another 1,000 units are anticipated to be added over the next three years with the construction of Embassy Suites in Gulf Shores, Margaritaville Resort in Orange Beach and additional condominium buildings and beach homes.

“Occupancy has always been one of our key measurements,” she said. “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.”

To help lodging companies fill the estimated 15,000 vacation rental and hotel units along Alabama’s Beaches, and the 1,000 still to come, Gendler shared renderings for the proposed Herbert J. Malone Sports Complex. Named for the organization’s founder and longtime president and CEO, Gulf Shores & Orange Beach Tourism is hoping to build multi-purpose fields and an indoor sports event facility on 111 acres it owns at Coastal Gateway Blvd. (County Road 8) and the Beach Express.

“From 2021 to 2023, we have seen a loss of 73,000 room nights in sports and events business we could not book due to not having the necessary field or court space,” Gendler said. “Sports tourism is a rapidly growing segment of our industry, and we need to be at the forefront with facilities to attract tournaments and teams here. Sports tourism is heavy with family travel; our area is a perfect destination for these families and teams because they can combine a sports tournament with a family vacation. And sports events happen all year round, which means business for our lodging companies, restaurants, tours, and attractions throughout the year.”

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, with a strong majority of those (6.5 million) coming 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 – where the resident population is just under 26,000.

“We are a tourism economy here,” Gendler emphasized. “It is the No. 1 industry in our county, and tax revenues from tourism make up a large majority of the budgets for both the City of Gulf Shores and the City of Orange Beach. Those tourism tax revenues help build and maintain the outstanding amenities, including schools, our two cities provide. This community relies and thrives on our guests.”

A major component of the morning presentation was the reveal of GSOBT’s new destination brand and logo. While the organization will remain Gulf Shores & Orange Beach Tourism, they are now promoting the destination as Alabama’s Beaches.

“Gulf Shores & Orange Beach Tourism has been promoting the Alabama Gulf Coast for the past 31 years, and it is time that our brand reflected that. Plus, Alabama’s Beaches tells people where and what we are because, believe it or not, there are a lot of folks across our target markets and beyond who don’t know that Alabama has beaches,” Gender said. “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.”

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.