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.[1][2][4] 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.[1][4] 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.[2][4] 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.[1][2][4] Increased inventory boosted available nights in the vacation rental segment over 2023 and 2024 levels.[4] Growing sports tourism is drawing crowds beyond peak months, enhancing the 32 miles of white-sand beaches' appeal to Southeast families.[1] New beachfront developments and events are key drivers of the surge, complementing staples like swimming, dining and Tanger Outlets shopping that define visitor profiles.[7] Baldwin County officials anticipate sustained momentum, with the coastal economy thriving amid expanded offerings at spots like The Wharf.[5][7] As inventory grows, Alabama's Beaches position for another banner year.