Gulf Shores Bookings Surge 20% as Alabama Beaches Break Records

Gulf Shores and Orange Beach Tourism reported a 20% increase in resort bookings for the upcoming summer season, building on 2025's record $923 million in visitor spending on lodging rentals across Alabama's Beaches, including Gulf Shores, Orange Beach and Fort Morgan. The figure topped 2024's $871 million and more than doubled totals from a decade ago, with retail sales hitting $1.42 billion, up slightly from $1.41 billion the prior year. Gulf Shores & Orange Beach Tourism President and CEO Beth Gendler shared the data at the annual Tourism Summit in spring 2026, as Spring Break kicked off the season.

Gendler highlighted the shift toward year-round visitation, noting data from the past three years shows spring and fall bookings holding steady with minimal year-over-year variances in vacation rentals and hotels, even as summer remains dominant. Increased inventory boosted available nights in the vacation rental segment over 2023 and 2024 levels. Growing sports tourism is drawing crowds beyond peak months, enhancing the 32 miles of white-sand beaches' appeal to Southeast families.

New beachfront developments and events are key drivers of the surge, complementing staples like swimming, dining and Tanger Outlets shopping that define visitor profiles. Baldwin County officials anticipate sustained momentum, with the coastal economy thriving amid expanded offerings at spots like The Wharf. As inventory grows, Alabama's Beaches position for another banner year.