TUSCUMBIA – Visitors to Colbert County spent more than $122 million in 2025, according
to the newly released Alabama Tourism Department Economic Impact Report. The annual
study, compiled using the tourism economic impact model developed by Dr. Keivan Deravi of
Auburn University at Montgomery, measures tourism’s contribution to local economies across
the state.
The report shows that travel related expenditures in Colbert County reached $122,235,850 in
2025, a 6 percent increase over the previous year. Travel related earnings in Colbert County
grew to $40,191,251, while annual state lodging tax collections climbed to $602,155, an
increase of 6 percent.
Tourism also continued to support local jobs. The report found that Colbert County had 1,075
direct tourism related jobs and 1,609 total direct and indirect jobs tied to the travel industry.
Direct employment grew by 5.4 percent over the previous year, placing Colbert County among
the Alabama counties with the largest tourism employment growth in 2025.
Notably, Colbert County’s tourism economy continued to grow despite few additions to the
county’s lodging inventory over the past decade. Growth also occurred while one of the
county’s largest lodging properties, the former Coldwater Inn, underwent an extensive
renovation and rebranding project before transitioning to the Spark by Hilton. The continued
increase in visitor spending, lodging tax collections, and tourism related employment reflects strong demand for the area’s existing hotels, campgrounds, short term rentals, attractions, restaurants, and outdoor recreation opportunities.
“These results demonstrate the strength of Colbert County’s tourism industry and the appeal of
our communities as a travel destination,” said Susann Hamlin, President and CEO of Colbert
County Tourism. “To see growth across every major category while one of our largest lodging
properties was undergoing significant renovations speaks to the demand we continue to see
from visitors. It also reflects the outstanding work of our lodging partners throughout the
county, who continue to provide exceptional hospitality and accommodate travelers choosing
to spend their time with us in the Shoals. We are fortunate to have strong partners who
recognize the value of tourism and help create positive experiences that keep visitors coming
back.”
Hamlin noted that the report also highlights opportunities for continued growth as visitor
demand increases across the region.
“We are encouraged by the momentum reflected in this year’s report,” Hamlin said. “Tourism
continues to be an important economic driver for Colbert County, supporting local businesses,
creating jobs, and generating revenue that benefits our communities. We look forward to
building on that success in the years ahead.”
Statewide, Alabama welcomed approximately 29.2 million visitors in 2025, setting a tourism
record for the fifth consecutive year. Visitors spent a record $24.9 billion across the state, while
the tourism industry supported more than 255,000 jobs and generated more than $8.2 billion in
total earnings.
To request a complimentary copy of the 2025 Alabama Tourism Economic Impact Report, email
info@colbertcountytourism.org. To learn more about attractions, events, and travel
opportunities in Colbert County, visit www.colbertcountytourism.org or follow
@ColbertTourism on social media.
Media Release/Maryanne Floyd, Director of Communications/Colbert County Tourism
