Alabama Beaches Launch Coastal Code Summer Campaign

GULF SHORES, Ala. — Gulf Shores & Orange Beach Tourism kicked off its 2026 Tourism Summit by revealing the 'Coastal Code' marketing campaign, a fresh initiative to guide visitors through creative experiences along Alabama's 32 miles of coastline. GSOBT President and CEO Beth Gendler highlighted record visitor spending on lodging rentals reaching $923 million in 2025, up from $871 million in 2024 and double the figure from a decade ago[1][5][6]. The campaign builds on steady spring and fall visitation, with minimal year-over-year variances in vacation rentals and hotels, positioning the beaches as a year-round draw beyond peak summer[1]. Vice President of Marketing Crystal Hinds introduced 'Coastal Code' as an evolution of tourism promotion since the organization's 1993 founding, weaving innovative ways for families to enjoy Gulf Shores, Orange Beach and Fort Morgan[1][3]. Complementing the effort, GSOBT launched 'By Locals, For Locals,' a resident stewardship program, and Shoreline Supply, an online store with branded apparel to foster community ties[3][5]. These moves come as sports tourism and new Allegiant Air flights from Huntsville starting May 2026 ease access for Southeast travelers[5]. Alabama's Gulf Coast, including Baldwin County's top destinations, fueled statewide tourism with nearly 30 million visitors and a $1 billion spending increase in four of the last five years through 2023[2]. Despite a 2024 Spring Break alcohol ban, business held strong, and pent-up demand promises a robust summer[2]. Officials credit decades of targeted marketing in family beach trips, fishing, golf and conventions for the surge[5].