Business and industry leaders in Baldwin County gathered at the Orange Beach Event Center for an update on tourism in the area. Gulf Shores & Orange Beach Tourism (GSOBT) hosted the event as part of the Chamber’s First Friday Forum, unveiling new branding and tourism numbers.

Beth Gendler, President & CEO of GSOBT, presented positive projections for 2024, stating that tourism revenue is on track to match last year’s total. By June 2024, lodging revenue reached $476 million, while retail sales are expected to surpass $1 billion.

Gendler explained that while lodging occupancy is slightly down, the addition of 1,000 new units in the past 18 months has increased available room nights by 365,000. Another 1,000 units are expected over the next three years.

To support these growing numbers, GSOBT is proposing the Herbert J. Malone Sports Complex. The planned facility would be situated on 111 acres located on Coastal Gateway Blvd. (C.R. 8) and the Beach Express. The complex would include multipurpose fields and an indoor event space, helping attract more sports tourism to the area.

Gendler noted that sports tourism is a growing industry, crucial for Baldwin County’s year-round economy. In the past two years, the area lost 73,000 room nights due to a lack of sports facilities.

Tourism plays a vital role in the local economy. According to the Alabama Tourism Department, 6.5 million people visited Alabama’s beaches in 2023, contributing to nearly $6.7 billion in spending. Tourism supports 55,000 jobs in the area.

A key announcement during the event was the rebranding of GSOBT as “Alabama’s Beaches.” This change reflects a desire to promote the region’s identity more effectively. Despite 31 years of marketing, many are still unaware that Alabama has beaches.

Gendler emphasized the ongoing commitment to responsible stewardship through initiatives like Leave Only Footprints and BEach SAFE, in partnership with local governments.