ORANGE BEACH — An estimated 8.9 million visitors came to Baldwin County in 2025, including 7.1 million who visited Alabama's beaches, according to the Alabama Tourism Department's 2025 report. Those beach visitors spent almost $6.8 billion in coastal communities and helped employ 57,000 people in tourism-related jobs in Gulf Shores, Orange Beach and the Fort Morgan area, where the resident population is just under 27,000.

Those numbers represent an increase in visitor spending by $500 million in 2025 compared with 2024, reflecting continued growth in the economic impact of tourism across Alabama's beaches.

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

"One of our primary key indicators of the health of our tourism industry is taxable lodging rentals," Gendler said. "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."

While tourism numbers show economic growth, she said 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," Gendler said. "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 mentioned, 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 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."

While final 2026 economic impact numbers will not be compiled until next spring, the economic impact of visitors on the area is significant.

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.

"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 rooms; it's about strengthening the community we all call home." 

Gabriella Chavez is a Report for America corps member who writes about growth and development in Baldwin County and our natural spaces for Gulf Coast Media. Your donation to match our RFA grant helps keep her writing stories like this one; please consider making a tax-deductible gift of any amount today.