Alabama Beaches Launch $5M Summer Push Amid Record Tourism Boom

The Alabama Tourism Department has rolled out a $5 million summer marketing campaign aimed at drawing more visitors to Gulf Shores and Orange Beach, prime stretches of the state's Gulf Coast. Initially reported by Alabama Daily News, the initiative seeks to capitalize on the region's surging popularity amid record-breaking tourism figures. Gulf Shores & Orange Beach Tourism (GSOBT) President and CEO Beth Gendler highlighted at the annual Tourism Summit that visitor spending on lodging across Gulf Shores, Orange Beach, and Fort Morgan hit $923 million in 2025, up from $871 million in 2024 and more than double a decade ago.[1][5] GSOBT Vice President of Marketing Crystal Hinds unveiled the 'Coastal Code' campaign, a fresh initiative to guide visitors in exploring the destination since the organization's founding in 1993. Complementing state efforts, GSOBT announced resident programs like 'By Locals, For Locals' stewardship and the Shoreline Supply online merchandise store to foster community ties.[1][5] Growing sports tourism, including expansions at the Sportsplex, is extending visitation beyond summer peaks.[1] New Allegiant Air service from Huntsville to Gulf Shores starts in May 2026, easing access for inland Alabamians and Southeast families who have long flocked to these white-sand beaches for vacations, fishing, golf, and events. Mobile and Baldwin Counties ranked among Alabama's top five destinations, with statewide visitor spending rising by $1 billion in four of the last five years.[2][5] As the 2026 Tourism Summit approaches, officials project continued year-round appeal.[4]