Tourism in Greater Birmingham Region Hits Record Numbers, Amassing $2.52 Billion and Supporting 51,550 Jobs

In an unprecedented surge, the Greater Birmingham area witnessed a record yield in its tourism industry last year. A staggering economic impact of $2.52 billion was generated, with over 51,550 jobs stemming from the sector and contributing approximately $296 million in state and local taxes. Such figures supersede all previous records, setting new heights for the tourism industry in Jefferson County.

Stimulus for the Regional Economy

“Our regional economy considerably benefits from the thriving tourism industry,” stated John Oros, President, and CEO of the Greater Birmingham Convention & Visitors Bureau. He further emphasized that tourism plays a pivotal role, driving economic growth across the 34 municipalities in Jefferson County. The surge in visitor numbers is a testament to this fact. Greater Birmingham entertained 3.96 million overnight guests in 2023, marking a notable increase of 4.5% in visitor numbers since 2022 and the highest since 2017.

A Year of Exciting Events

Reflecting on the vibrant calendar of 2023, Oros recounted, “Major events like the NCAA Men’s Basketball Tournament, annual meetings of the National Association of Black Journalists, new Food + Culture festival, and the 60th commemoration of the Birmingham Civil Rights Movement amplified the economic impact of the year. Furthermore, attendance at beloved annual events, such as the Children’s of Alabama Indy Grand Prix, SEC Baseball Tournament, Magic City Classic, and Ticketsmarter Birmingham Bowl, returned to pre-pandemic incidences.”

Significant Figures and Visitor Behavior

2023’s economic impact study highlighted some vital aspects. According to the data, visitors to Jefferson County constitute 14% of total travelers in Alabama, thus making Greater Birmingham the second-largest market in the state for tourism. The tourism industry in the county, in 2023 alone, amounted to $191 million in state taxes and $105 million in local taxes. Full-time job opportunities reached the 51,550 mark, producing a hefty $1.27 billion in resident income. This represented 1 in 10 jobs in Jefferson County.

Visitor expenditure consistently favored transportation, proving to be the top expense. Eating out was the second preferred category, followed by accommodations, recreation, and retail.

Uncovering the Potential of Tourism

Dr. Keivan Deravi, president of Montgomery-based Economic Research Services, Inc., conducts the annual economic impact report of the Greater Birmingham Convention & Visitors Bureau. The study envisions the scope and benefits of the travel industry to the Jefferson County economy, emphasizing the remarkable significance tourism holds in fostering economic growth.

“Birmingham’s appeal as a desirable destination for business, leisure, and sports travel has never been so compelling,” concluded Oros. The city offers first-class amenities, rich historical experiences, world-class dining and shopping facilities, and an extensive array of entertainment choices.

The tourism industry across the United States created 18 million jobs and generated over $2.36 trillion in 2023, accounting for a remarkable 9.1 percent of the American economy, as per data from the World Travel & Tourism Council. With over 3.96 million visitors annually providing an economic yield of $2.52 billion, Birmingham and its neighboring municipalities are indeed indulging in the prosperous fruit of the tourism industry.