Gulf Shores, Ala. — (GSN) — Tourism officials say Alabama’s beaches continue to grow as a year-round destination for travelers. New data shared during the annual Tourism Summit showed strong visitor spending and steady visitation outside the traditional summer season. Leaders also introduced new marketing ideas and programs aimed at both visitors and residents.

The summit was hosted by Gulf Shores & Orange Beach Tourism as spring break begins along the Alabama coast. Officials presented tourism figures for 2025 and outlined future projects to boost the area’s visitor economy. Leaders said the data shows ongoing demand for trips to Gulf Shores and Orange Beach.

According to GSOBT President and CEO Beth Gendler, visitor spending on lodging rentals across Alabama’s Beaches reached a record $923 million in 2025. That total includes Gulf Shores, Orange Beach, and Fort Morgan. The amount surpassed the 2024 total of $871 million and more than doubled lodging revenue reported a decade ago.

Retail spending also grew slightly. Businesses reported $1.42 billion in retail sales in 2025, up from $1.41 billion the previous year. Officials also noted that the number of nights available in the vacation rental market increased compared to 2023 and 2024, indicating ongoing growth in the number of available properties.

Gendler said tourism patterns show that visitation is expanding beyond summer months. “Data from the past three years shows that while summer is still king, spring and fall visitation are holding steady across both vacation rentals and hotels, with minimal variances, year-over-year,” she said.

She added that year-round visitation supports local businesses and workers. “Having strong visitation in all seasons is vital to our local businesses because consistent occupancy levels throughout the year mean they can keep their staff employed all year,” Gendler said.

Future tourism development was also discussed. GSOBT Vice President of Sales, Sports, and Events Michelle Russ provided updates about the planned Herbert J. Malone Sportsplex. The proposed complex will be situated on 111.26 acres north of Coastal Gateway Boulevard, near the Foley Beach Express.

Russ said zoning requests and planning documents have been submitted for outdoor sports fields, open space, and a public walking path. While construction timelines have not been finalized, she said additional sports facilities are needed as sports tourism continues to grow.

GSOBT Vice President of Marketing Crystal Hinds also highlighted marketing initiatives. She discussed how tourism promotion has evolved since the organization was founded in 1993 and introduced a new campaign called Coastal Code, designed to guide visitors in experiencing the destination.