MONTGOMERY, Ala. — Alabama’s tourism industry is experiencing unprecedented growth, with nearly 29 million visitors in 2023 contributing a record $23.5 billion to the state’s economy. This marks a $1 billion increase from the previous year, continuing a trend of rising tourism revenue over four of the past five years.
The economic impact of tourism extends across Alabama, with Baldwin, Jefferson, Mobile, Madison, and Montgomery counties attracting 72% of visitors. Baldwin County alone welcomed 8.3 million tourists, while Jefferson, Mobile, and Madison counties each saw over 3.3 million visitors. Montgomery County recorded 1.5 million visitors.
Tourism’s contribution to Alabama’s economy is significant, accounting for 8.3% of the state’s overall production in 2023. The industry generated $4.3 billion in direct earnings and supported over 245,500 jobs, representing 11% of the state’s non-agricultural employment. The food and beverage sector created the majority of these jobs, followed by accommodations and entertainment.
Governor Kay Ivey emphasized the importance of tourism as a key economic driver for Alabama. “Alabama’s wealth of natural wonders and cultural treasures continues to attract visitors from across the globe,” she noted. The state’s diverse attractions, from its scenic beaches to its rich cultural heritage, offer unique experiences that draw tourists year-round.
In North Alabama, tourism spending reached $4.7 billion in 2023, a 10.1% increase from the previous year[2]. The region’s growth is supported by new developments such as hotels and RV parks, enhancing its appeal to visitors.
The Black Belt region also saw substantial growth, with tourism generating $3.8 billion in economic impact and supporting 45,500 jobs in 2023. Outdoor activities like hunting and fishing are major draws for this area.
Statewide, tourism-related tax revenues amounted to $1.4 billion in 2023, alleviating the tax burden on residents by an estimated $707 per household. These funds support essential services across Alabama.
Looking ahead, the Alabama Department of Tourism projects continued growth in visitor numbers and spending through 2024, as efforts to enhance infrastructure and promote attractions persist. As Alabama capitalizes on its natural beauty and cultural assets, tourism remains a vital component of its economic landscape.