BIRMINGHAM, Ala. (May 8, 2025) – Tourism delivered unprecedented economic impact for Jefferson County last year, the Greater Birmingham Convention and Visitors Bureau (GBCVB) announced today during an event celebrating U.S. Travel Association’s National Travel & Tourism Week.
In 2024, tourism in Greater Birmingham generated a record $2.57 billion in economic impact, supported 51,887 jobs, and contributed $302 million in state and local tax revenue. These figures surpass all previous levels of impact generated by tourism in Jefferson County.
“Tourism continues to be a driving force for our regional economy and plays a pivotal role in uniting all 34 Jefferson County municipalities,” said GBCVB President and CEO John Oros. “We are committed to building a strong local tourism culture that supports infrastructure upgrades, attracts more visitors and fuels sustained economic growth.”
The Greater Birmingham region surpassed four million overnight visitors in 2024, a two percent increase from 2023, and the highest count since 2017. Jefferson County accounted for 14% of Alabama’s total travelers and 11% of statewide tourism spending, ranking it as the second-largest tourism market in the state.
“In 2024, major events like MLB at Rickwood Field and the second annual Food + Culture festival put Birmingham in the national spotlight and delivered significant economic impact,” Oros added. “This new momentum, combined with impact from our celebrated annual events such as the Children’s of Alabama Indy Grand Prix, SEC Baseball Tournament, Magic City Classic and Birmingham Bowl, produced a strong year of tourism that has positioned us for continued success in 2025.”
Key results of the 2024 economic impact study include:
| 2024 | 2023 | 2022 | 2021 | 2020 | |
| Visitor Spending | $2.57 billion | $2.52 billion | $2.4 billion | $2.2 billion | $1.4 billion |
| Total Visitors | 4.04 million | 3.96 million | 3.9 million | 3.6 million | 2.9 million |
| State Tax Revenue | $195 million | $191 million | $183 million | $163 million | $105 million |
| Local Tax Revenue | $107 million | $105 million | $100 million | $90 million | $58 million |
| Tourism Jobs | 51,887 | 51,550 | 51,000 | 47,200 | 30,768 |
Taxes generated for the state by tourism in Jefferson County totaled more than $195 million, while local government received $107 million in 2024.
The Greater Birmingham tourism industry also supported 51,887 full-time jobs, generating $1.3 billion in resident income and representing 1-in-10 jobs in Jefferson County. Visitor spending patterns remained consistent year-over-year, with transportation topping the list. Dining remained the second-highest expenditure, followed by lodging, recreation and retail.
Tourism remains a key economic driver across the region, state and nation. In 2024, Alabama welcomed 29 million tourists who spent a record $23.9 billion, and incremental tax revenues generated by tourism saved every Alabama tax paying resident $707. Nationally, travel in the United States generated $2.9 trillion in economic output and supported more than 15 million American jobs, according to the U.S.Travel Association.
GBCVB Launches Tourism Hall of Fame
At today’s event, the GBCVB unveiled its newly created Tourism Hall of Fame, honoring individuals who have made a lasting impact on tourism in the region. Alabama State Senator Jabo Waggoner was inducted as the inaugural honoree. Waggoner co-sponsored the legislation that created the GBCVB in 1969 and has served on the GBCVB Board of Directors since 1993.
“With this being the first award for tourism development in our community, we knew immediately that it had to be Senator Waggoner,” said Oros. “He has a passion and a love for tourism and understands its economic impact and value to the community. He is a true visionary and champion for our industry, and one of the finest men I’ve ever known in my career.”
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About the Greater Birmingham Convention & Visitors Bureau
The Greater Birmingham Convention & Visitors Bureau (GBCVB) is the official tourism and marketing organization for Birmingham and Jefferson County. Established in 1969, the non-profit agency generates positive economic impact by positioning the Greater Birmingham Region as a premier destination for conventions, sporting events, and domestic and international leisure travel. Birmingham and its neighboring municipalities welcome more than 4.04 million visitors each year, generating $2.57 billion in economic impact. Learn more at inbirmingham.com.
About the 2024 Economic Impact Study
The GBCVB’s annual economic impact report provides measurable impact data and insights that demonstrate the significance of the travel industry to the Jefferson County economy. The study is conducted by Dr. Keivan Deravi, president of Montgomery-based Economic Research Services, Inc.
