As part of Tour & Travel Week, the Greater Birmingham Convention & Visitors Bureau reported big news: Tourism had a record impact in Jefferson County. Alabama, last year.
The key to its success was reliable ground transportation. Alan Thrasher, president of the United Motorcoach Association, is also president of family-owned Thrasher Brothers Trailways in Birmingham.
In 2023, Greater Birmingham’s tourism industry will generate $2.52 billion in economic impact, support 51,550 jobs and contribute $296 million in state and local taxes. These figures exceed all previous impact levels generated by tourism in Jefferson County.
“Tourism is a major contributor to our local economy,” said John O'Ross, president and CEO of the Greater Birmingham Convention & Visitors Bureau. “Tourism impacts all 34 municipalities in Jefferson County and is the common thread that ties them together.”
Greater Birmingham is expected to welcome 3.96 million overnight guests in 2023, up 4.5% from 2022 and the highest number since 2017.
New and classic attractions
Major events like the NCAA men's basketball tournament, the National Association of Black Journalists annual conference, the new Food + Culture Festival and the 60th anniversary of the Birmingham Civil Rights Movement have seen new and significant impacts, and Oros said attendance at annual events like the Children's of Alabama Indy Grand Prix, the Southeastern Conference baseball tournament, the Magic City Classic and the TicketSmarter Birmingham Bowl has returned to pre-pandemic numbers.
Visitor spending patterns remained consistent with last year with transportation dominating the top spot, while food and beverage remained the second highest expense, followed by accommodation, entertainment and retail.
To celebrate Tour & Travel Week, the Greater Birmingham Convention & Visitors Bureau hosted a luncheon for travel experts, attractions managers and state politicians at Ross Bridge Resort, part of the renowned Robert Trent Jones Golf Trail.
Thrasher teamed up with the CVB to wrap the new Thrasher Trailways Mercedes Tour Rider with the “IN Birmingham” promotion. Created by Budget Truck and Auto, the full-body graphic features Barbers Motorsports, home of the world's largest motorcycle collection, on one side and Rickwood Field, the oldest professional baseball stadium in the United States, on the other.
After undergoing extensive renovations, Rickwood will host MLB exhibition games this summer.
Popular Destinations
The Convention & Visitors Bureau's annual economic impact report was prepared by Dr. Kayvan DeLavi, president of Montgomery-based Economic Research Services.
According to the study, Jefferson County visitors account for 14% of all visitors to Alabama, making the Birmingham metropolitan area the second-largest tourism market in the state.
“Birmingham is more popular than ever as a business, leisure and sports travel destination,” O'Ross said. “Visitors to the region enjoy first-class amenities, rich history, world-class dining and shopping, and a wide range of entertainment options.”
According to the World Travel and Tourism Council, the travel and tourism industry in the United States will create 18 million jobs and generate more than $2.36 trillion in revenue in 2023, accounting for 9.1% of the U.S. economy.
