ANNUAL REPORT
GREATER BIRMINGHAM CONVENTION & VISITORS BUREAU
FROM THE PRESIDENT AND CEO
Each year, tourism is a leading contributor to our regional economy.
As we reflect on 2023, I’m pleased that we can celebrate a hard-earned and much-welcomed post-pandemic comeback for our industry.
In 2023, Jefferson County was host to 3.96 million visitors, a 1.5% increase over 2022, and supported 51,550 full-time jobs. All told, the tourism industry generated a record $2.52 billion in economic impact for Jefferson County in 2023, surpassing the previous record set in 2019 and signaling an official return to pre-pandemic travel trends. From a tax revenue perspective, total tourist-generated taxes also increased in 2023, with total taxes for the state reported at $191 million. Local government received $105 million in taxes produced by visitors to our many municipalities in Jefferson County. Combined total state and local tax revenue from visitors increased nearly 5% over tax receipts collected in 2022.
Birmingham is more popular than ever as a destination for business, leisure and sports travel. Visitors enjoy first-class facilities, rich history, world-class dining and shopping, and a wide range of entertainment options. Together, these assets make our region an appealing place to visit, making tourism the common thread that unites our 34 municipalities in Jefferson County.
With our eyes on the future, together we celebrate the return of tourism in 2023, recognize the impact of our industry on the Greater Birmingham Region, and continue the positive momentum for our destination.
J. John Oros, Jr. President and Chief Executive Officer
Greater Birmingham Convention & Visitors Bureau
FROM THE BOARD CHAIRMAN
As Chairman of the Board of Directors, it is exciting for me to share with you that the tourism industry continues to thrive in Jefferson County. This past year has been one of both challenge and resilience for our organization and the hospitality industry as a whole. Despite the obstacles we faced, I am proud to say that our commitment to promoting Birmingham and its surrounding municipalities as a premier destination for visitors from around the world has remained unwavering.
Throughout this report, you will find a comprehensive overview of our accomplishments, initiatives, and the impact we have had on the economic vitality of our city and region. From attracting major events and conferences to supporting local businesses and enriching the visitor experience, our efforts have continued to elevate Birmingham and Jefferson County’s profile on the global stage.
2023 Board of Directors
Rick Smith
Renaissance Ross Bridge Chairman
Bill Murray
Integral Hospitality Solutions, Inc. Vice Chairman
Martha Godsey
Secretary/Treasurer
Gregory Curran
Maynard Nexsen BBA Board Chairman
Bruce Limbaugh
Limbaugh Toyota BBA Hospitality Representative
Commissioner Joe Knight Jefferson County Commission
I would like to extend my deepest gratitude to our dedicated board members, staff, partners, and stakeholders who have contributed to our success. Their passion, creativity, and collaborative spirit have been instrumental in driving our mission forward and positioning Greater Birmingham as a dynamic destination for leisure visitors, meetings, and events.
As we reflect on the past year’s achievements and challenges, we also look ahead with optimism and determination. Together, we will continue to innovate, adapt, and advocate for the growth and prosperity of the hospitality industry in our community.
I invite you to explore this report and join us in celebrating the milestones that we have achieved together. Thank you for your continued support and commitment to the Greater Birmingham Convention & Visitors Bureau.
Warm regards,
Rick Smith Chairman of the Board of Directors
Greater Birmingham Convention & Visitors Bureau
Councilor John Lyda City of Hoover City Council
Jonathan McKinney
Renaissance Ross Bridge Central Alabama Hospitality Attractions & Business Association Chairman
Senator Jabo Waggoner Alabama State Senate
Representative John Rogers Alabama House of Representatives
Councilor Hunter Williams City of Birmingham City Council
Mike Keel BJCC Authority Board Chairman
Tynette Lynch
Aldridge Gardens Member at Large
The official tourism and marketing organization for BIRMINGHAM and JEFFERSON COUNTY.
Established in 1969, the Greater Birmingham Convention & Visitors Bureau generates positive economic impact by positioning the Greater Birmingham region as a premier destination for conventions, sporting events, and domestic and international leisure travel.
Birmingham and its neighboring municipalities welcome more than 3.96 million visitors each year, generating $2.52 billion in economic impact.
REPRESENTING JEFFCO’S 34 MUNICIPALITIES
Adamsville
Bessemer
Birmingham
Brighton
Brookside
Cardiff
Center Point
Clay
Fairfield
Fultondale
Gardendale
Graysville
Homewood
Hoover
Hueytown
Irondale
Kimberly
Leeds
Lipscomb
Maytown
Midfield
Morris
Mountain Brook
Mulga
North Johns
Pinson
Pleasant Grove
Sylvan Springs
Tarrant
Trafford
Trussville
Vestavia Hills
Warrior
West Jefferson
$2.52 BILLION in visitor spending for Jefferson County
$191 million in tax revenue for Alabama
$105 million in tax revenue for Jefferson County
3.96 MILLION visitors to Greater Birmingham Region
210,081 visitors assisted at CVB Visitor Centers
51,550 full-time jobs supported 88,803 social media followers (7.25% increase)
351,538 room nights booked through meetings & sports
1.3 million website sessions (19% increase) 90 travel media hosted in Greater Birmingham
2023 HOTEL PERFORMANCE GREATER BIRMINGHAM REGION
MEETINGS & CONVENTIONS
In August, the Greater Birmingham Region welcomed the National Association of Black Journalists (NABJ) for the annual NABJ Convention & Career Fair. More than 4,000 media members from New York to Los Angeles were in attendance, making it the second-most attending NABJ conference in its 48-year history. With all downtown hotel rooms at full capacity for the weekend, it generated $7 million in economic impact and was the largest convention in Jefferson County since the pandemic.
TOP MEETINGS & CONVENTIONS HELD IN 2023 TOP BOOKINGS FOR 2023
TOURISM
The GBCVB continues to emphasize Jefferson County’s reputation as a premier domestic and international travel destination, promoting the region to domestic and international tour operators, event planners, reunion planners, and the leisure market.
IN 2023, THE GBCVB TOURISM TEAM:
BOOKED
76,120 hotel room nights GENERATED $36 million in economic impact
ASSISTED
210,081 guests at three GBCBV visitors centers
60TH COMMEMORATION OF THE BIRMINGHAM CIVIL RIGHTS MOVEMENT
In 2023, the GBCVB commemorated the 60th anniversary of the Birmingham Civil Rights Movement through a year-long campaign honoring the history, progress and impact of the events of 1963. The campaign, which encouraged visitors from around the world to travel to Birmingham to experience the city’s Civil Rights history, included a website, custom Civil Rights-themed visitor itineraries, special events with community partners and regional advertising.
The GBCVB also unveiled a custom-designed, Birmingham Civil Rights-branded motorcoach that traveled the country, serving as a nationwide commemoration of the Birmingham Civil Rights Campaign and encouraging people around the United States to visit Birmingham.
TOP ORIGIN MARKETS IN 2023
DOMESTIC
INAUGURAL FOOD+CULTURE FESTIVAL CELEBRATES BIRMINGHAM FOOD SCENE
In October, the inaugural FOOD+Culture Festival brought together food lovers and food makers, chefs, artisans, beverage professionals, farmers and storytellers, from all walks of life — from Birmingham and beyond – to share the unique flavors and cultural vibrancy of the Birmingham community.
In its first year, FOOD+:
•Welcomed visitors from 18 states, including Maine, Washington, New York and California.
•Hosted 72 chefs and 15 mixologists and sommeliers
•Featured tastings from 17 microbreweries, 12 curated wines and 10 original cocktails
•Presented 11 performances from award-winning local and regional acts
•Recycled 53,300 sporks and delivered 1,260 pounds of compost to area farms
•Was named #3 Best New Festival by the USA Today Readers’ Choice Awards
SPORTS
As host for the first and second rounds of the NCAA Men’s Basketball Tournament, Birmingham welcomed eight teams for two days of March Madness at Legacy Arena at the BJCC. The Greater Birmingham Region hosted teams and fans from the University of Alabama, Auburn University, University of Houston, University of Iowa, University of Maryland, Northern Kentucky University, Texas A&M University-Corpus Christi and West Virginia University, putting the Magic City on the national stage.
With sellout crowds of more than 15,000 for Thursday and Saturday’s sessions, the NCAA Tournament generated $10.3 million in economic impact and delivered more than 12,000 hotel room nights downtown.
MAJOR SPORTS EVENTS BOOKED OR HOSTED
The Greater Birmingham Region continues to enhance its reputation as a premier sports destination. With first-class sports facilities, Jefferson County boasts some of the finest youth, collegiate, amateur and professional sports events and teams in the country. In 2023, the GBCVB hosted 150 sports events. Among the highlights were:
EVENT
DATE
Perfect Game Baseball January January – October 2023 and beyond
Alabama High School State Boys & Girls Basketball ChampionshipsFebruary 2023
NCAA Division I Men’s Basketball Tournament 1st and 2nd Rounds
The Red Diamond Classic Boys & Girls Soccer Tournament
USFL Regular Season
Geico 500 and Yellawood 500 at Talladega
Children’s of Alabama Indy Grand Prix
SEC Baseball Tournament
The Regions Tradition
Liberty Cup Boys & Girls Soccer Tournaments
Barber Vintage Festival
Magic City Classic
Ticketsmarter Birmingham Bowl
Major League Fishing REDCREST Tournament & Expo
Transplant Games of America
A TOP CITY FOR SPORTS BUSINESS
In 2023, the Sports Business Journal ranked Greater Birmingham as No. 42 in the nation on its list of the nation’s Top 50 Best Sports Business Cities.
March 2023
March 2023
March – June 2023 and beyond
April 2023, October 2023 and beyond
April 2023 and beyond
May 2023 and beyond
May 2023 and beyond
August 2023
October 2023 and beyond
October 2023 and beyond
December 2023 and beyond
March 2024
July 2024
THE 2024 TRANSPLANT GAMES OF AMERICA PERFECT GAME BASEBALL
The Greater Birmingham Region was awarded the 2024 Transplant Games of America, which will take place July 5-10, 2024. A national, festival-style, multi-sport event that will bring together nearly 10,000 members of the transplant community, the Games will generate an estimated $10.2 million in economic impact for the Birmingham region.
Throughout 2023, Perfect Game – the world’s largest amateur baseball and softball platform and scouting service – hosted 32 events at the Hoover Met Complex, occupying more than 38,000 hotel rooms and generating $21.5 million in direct spending for Jefferson County.
