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By Javacia Harris Bowser | The Birmingham Times
Tourism delivered unprecedented economic impact for Jefferson County in 2025, according to a newly released report from the Greater Birmingham Convention and Visitors Bureau (GBCVB).
At its annual meeting Thursday, May 7, at Red Mountain Theatre in Birmingham, the GBCVB announced that tourism in Greater Birmingham generated a record $2.62 billion in economic impact, supported 53,747 jobs, and contributed nearly $309 million in combined state and local tax revenue. In 2025, the Greater Birmingham region welcomed approximately 4.17 million overnight visitors, a 3.2% increase from 2024, and Jefferson County visitors accounted for roughly 14% of all travelers to the state.
GBCVB President and CEO Dan Williams stressed, however, that the 2025 economic impact study is about more than numbers.
“Behind every number is something more meaningful: a job, a small business, a family supported by this industry,” Williams said.
Generating approximately $1.33 billion in labor income, tourism accounted for roughly one in every 10 jobs in Jefferson County in 2025.
“Tourism creates opportunity, drives investment and helps power the energy that allows our community to grow,” Williams added.
Thursday’s gathering was in part a celebration of National Travel and Tourism Week, May 3-9. At the meeting, Birmingham Mayor Randall L. Woodfin told the crowd that the upswing in tourism is a sign of Greater Birmingham’s momentum.
“And that momentum didn’t happen by accident,” Woodfin said. “It is the result of collaboration. It is the result of organizations, leaders, and partners coming together with a shared vision for Birmingham’s future. From the City of Birmingham, to the Greater Birmingham Convention and Visitors Bureau, to our sports community, hospitality industry, attractions, business leaders, and community partners — this progress belongs to all of you.”
Williams echoed the importance of partnerships in a fireside chat featuring Deborah Bowie, president and CEO of the Birmingham Civil Rights Institute, and Dr. Julian Maha, co-founder and CEO of KultureCity, a Birmingham-based nonprofit that helps communities worldwide make spaces more sensory inclusive and was recently named one of TIME’s 100 Most Influential Companies in 2026.
Williams said the key to continuing the momentum is “intentional and radical collaboration.”
Tourism Awards and Hall of Fame
During Thursday’s meeting, GBCVB unveiled its new Tourism Awards, an annual recognition program honoring individuals, organizations, and events across Greater Birmingham for excellence in hospitality and tourism.
Selected through nominations submitted by industry peers, this year’s honorees include:
- Hotel & Staff of the Year: Renaissance Ross Bridge Golf Resort & Spa
- Attraction of the Year: Birmingham Zoo
- Sports Event or Organization of the Year: Perfect Game USA
- Restaurant of the Year: Full Moon BBQ
- Festival or Cultural Event of the Year: Sidewalk Film Festival
- Ambassador of the Year: Barry McNealy with the Birmingham Civil Rights Institute
Last year, the GBCVB unveiled its newly created Tourism Hall of Fame, honoring individuals who have made a lasting impact on tourism in the region. Alabama State Senator Jabo Waggoner was inducted as the inaugural honoree. At Thursday’s event, the GBCVB welcomed two new inductees: former Birmingham Mayor Dr. Richard Arrington Jr. and Barber Motorsports Park & Museum founder George W. Barber Jr.
Telling Our Story
Williams urged attendees to take pride in Birmingham.
“We do not have to apologize for being Birmingham, nor will we apologize for being Birmingham,” he said. “We have everything other cities have to offer; we just have to get better about telling our story. We no longer want to be a best-kept secret.”
To learn more about the Greater Birmingham Convention and Visitors Bureau , visit inbirmingham.com.
