BIRMINGHAM, Ala. (May 7, 2026) – Tourism delivered another year of unprecedented economic impact for Jefferson County in 2025, the Greater Birmingham Convention and Visitors Bureau (GBCVB) announced today during its Annual Meeting.
According to the newly released 2025 economic impact study, tourism in Greater Birmingham generated a record $2.62 billion in economic impact, supported 53,747 jobs, and contributed nearly $309 million in combined state and local tax revenue. These figures represent continued growth over 2024 and reinforce tourism’s role as one of the region’s most powerful economic drivers.
“Today is about more than reviewing numbers or celebrating milestones, it’s about recognizing the role tourism plays in shaping the future of our community – economically, culturally and socially,” said GBCVB President and CEO Dan Williams. “It is about creating places where people want to visit, live, work and invest, and Birmingham is proving that we are capable of doing all four.”
In 2025, the Greater Birmingham region welcomed approximately 4.17 million overnight visitors, a 3.2% increase from 2024. Jefferson County visitors represented roughly 14% of all travelers visiting Alabama. Growth was driven by strong performance across conventions, sports tourism, cultural festivals and leisure travel throughout the year.
“Behind every number is something more meaningful: a job, a small business, a family supported by this industry,” Williams added. “Tourism creates opportunity, drives investment and helps power the energy that allows our community to grow.”
Key results of the 2025 economic impact study include:
| 2025 | 2024 | 2023 | 2022 | 2021 | |
| Visitor Spending | $2.62 billion | $2.57 billion | $2.52 billion | $2.4 billion | $2.2 billion |
| Total Visitors | 4.17 million | 4.04 million | 3.96 million | 3.9 million | 3.6 million |
| State Tax Revenue | $199 million | $195 million | $191 million | $183 million | $163 million |
| Local Tax Revenue | $110 million | $107 million | $105 million | $100 million | $90 million |
| Tourism Jobs | 53,747 | 51,887 | 51,550 | 51,000 | 47,200 |
| Tourism Labor Income | $1.33 billion | $1.3 billion | $1.27 billion | $1.22 billion | $1.09 billion |
Tourism generated approximately $199 million in state tax revenue and $110 million in local tax revenue in 2025, supporting public services and infrastructure investments across the county.
The Greater Birmingham tourism industry supported more than 53,700 full‑time equivalent jobs, generating approximately $1.33 billion in labor income and accounting for roughly one in every 10 jobs in Jefferson County. Visitor spending patterns remained consistent year over year, with transportation representing the largest share, followed by dining, lodging, recreation and retail.
Tourism continues to drive economic growth statewide and nationally. In 2025, Alabama tourism welcomed millions of visitors statewide, contributing record spending levels. Nationally, travelers in the United States spent more than $1 trillion, supporting millions of American jobs, according to the U.S. Travel Association.
GBCVB Launches Tourism Awards and Inducts Two into Tourism Hall of Fame
During its Annual Meeting, held in conjunction with the U.S. Travel Association’s National Travel & Tourism Week, the GBCVB unveiled the new Tourism Awards, an annual recognition program honoring outstanding individuals, organizations and events across the Greater Birmingham region. Selected through nominations submitted by industry peers, the honorees represent excellence in hospitality and tourism and play a vital role in driving the local economy, elevating the region’s cultural offerings, and enhancing its reputation as a premier destination.
Award categories & recipients include:
– Hotel & Staff of the Year: Renaissance Ross Bridge Golf Resort & Spa
– Attraction of the Year: Birmingham Zoo
– Sports Event or Organization of the Year: Perfect Game USA
– Restaurant of the Year: Full Moon BBQ
– Festival or Cultural Event of the Year: Sidewalk Film Festival
– Ambassador of the Year: Barry McNealy with the Birmingham Civil Rights Institute
In 2025, 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.
At today’s event, Dr. Richard Arrington, Jr. and George W. Barber, Jr. were welcomed as new inductees by the GBCVB, in recognition of their enduring contributions to regional tourism.
###
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 4.17 million visitors each year, generating $2.62 billion in economic impact. Learn more at inbirmingham.com
About the 2025 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.
