FLORENCE-The Florence-Lauderdale Convention & Visitors Bureau (CVB) has received the
results of the 2025 Alabama Tourism Economic Impact Report issued by the Alabama Tourism
Department.
Lauderdale County had a record-breaking year in 2025 with $368,210,106 in travel-related expenditures.
This represents over a $32 million increase which equates to a 9.5% rate of growth over 2024.
Lauderdale County employs 4,015 full-time, part-time and seasonal employees, with over 5,500 in the
tourism workforce for the two-county (Shoals) area.
“Experiencing 9.5% growth in visitor spending in Lauderdale County, despite no new hotel room
inventory being added during the reporting period, speaks to the continued momentum of The Shoals as
a destination,” said Rob Carnegie, President & CEO of the Florence-Lauderdale Convention & Visitors
Bureau. “The growth reflects increasing visitor demand, along with the continued expansion of the
experiences, attractions and amenities that make The Shoals appealing to travelers.”
Around 29.2 million tourists vacationed at Alabama beaches, hotels, state parks, and campgrounds in
2025, setting records for the fifth year in a row, according to Governor Kay Ivey. Spending in Sweet
Home Alabama has increased by almost $1 billion each year for the past five years, putting the new
record at $24.9 billion spent in a single year.
Travel-related expenditures are comprised of several categories including lodging facilities, eating and
drinking establishments, general retail, entertainment, public transportation and auto transportation.
Additionally, the report breaks down employment figures, lodging tax, travel-related earnings and
expenditures by region.
In 2025, more than $1.4 billion of state and local tax revenues were generated by travel
and tourism activities. Without those taxes, each household in Alabama would have
had to pay $725 in additional taxes to maintain current service levels.
“I am incredibly grateful for a team that works hard every day to attract visitors to our area,” Carnegie
said. “We are also fortunate to have the support of an outstanding Board of Directors that is deeply
committed to the mission and vision of our organization. Their leadership and understanding of the
tourism industry continue to help move our destination forward year after year.”
Carnegie added, “Our success would not be possible without the support of our tourism partners and
destination stakeholders throughout The Shoals. During the development of our recent strategic plan,
we surveyed local tourism-related businesses and found that more than 30% indicated tourism is vital to
their ability to operate.”
“In addition to the marketing efforts of the CVB, we are proud to work with our Tourism Improvement
District (TID) organization, OneLouder,” Carnegie said. “With a combined budget of nearly $3 million,
this partnership provides critical investment in both destination marketing and destination development
initiatives that support continued growth for The Shoals.”
The full 2025 Alabama Tourism Economic Impact Report can be found HERE
Media Release/Rob Carnegie/President& CEO Florence-Lauderdale Convention & Visitors Bureau
