2025 Annual Report GBCVB

2025 ANNUAL REPORT 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 1

2 • 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau

The Greater Birmingham Convention & Visitors Bureau is the official tourism and marketing organization for Birmingham and Jefferson County.

Mission, Vision, Values As the Greater Birmingham Convention & Visitors Bureau continues to grow and evolve, the organization has defined a clear framework to guide its future work. The introduction of its new mission, vision, and values reflects both its

Established in 1969, the GBCVB generates positive economic impact by positioning the Greater Birmingham region as a premier destination for conventions, sporting events, and domestic and international leisure travel.

current impact and long-term goals. These principles articulate its purpose,

Birmingham and its neighboring municipalities welcome more than 4.17 million visitors each year, generating $2.62 billion in economic impact.

A Greater Birmingham where every visitor feels like they’re coming home.

shape its direction, and reinforce its commitment. They will serve as the foundation for the GBCVB’s work in the years ahead.

Mission: We fuel Greater Birmingham’s growth by collaboratively attracting visitors and events that celebrate our vibrant culture and welcoming spirit, generating lasting benefits for all residents.

Vision:

Values: We pursue excellence, embrace accountability and growth while challenging one another to achieve the highest standards.

We work together as conveners and collaborators, uniting our team, partners and residents to celebrate the power of tourism.

We stay true and lead with authenticity, building trust with visitors and residents through hospitality and storytelling that reflects the true spirit of Greater Birmingham.

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 3

A LETTER FROM DAN WILLIAMS, PRESIDENT & CEO What an incredible year this has been.

Professionals’ annual meeting here in

even greater. Combine effective

As I prepared to move to Birmingham

2024. Not only did I see firsthand the

collaboration with the authentic appeal

from Columbus, Ohio, in mid-2025, I

city’s amazing capacity for hosting

of Birmingham, and you’ve got a recipe

looked forward to assuming the lead

events, but I was also struck by the

for creating not only a compelling

role with the Greater Birmingham

diversity and quality of the hotels, the

destination but an economic anchor for

Convention & Visitors Bureau. Not

surprising array of tourist attractions,

the city as well.

only was it an exciting development in

and the uncommon beauty of the

terms of my career, but it was also an

region. So, even before I considered

opportunity to become part of a vibrant

living and working in Birmingham, I was

southern city that over the past two

already a fan. But I had no clue how

decades has truly come into its own.

much I would come to love this place I

My experience with the Greater

now call home.

These are exciting times for Birmingham. With a world-class medical community, an internationally recognized food culture, a rich cultural and historical heritage, access to remarkable outdoor landscapes,

Birmingham Convention & Visitors

For over 150 years, Birmingham has

and so much more, Birmingham

Bureau, and Birmingham as a

been called the Magic City, and even

is redefining itself as a must-visit

destination, began when I attended

a newcomer like me can see that the

destination in the tourism and

the National Coalition of Black

name is as applicable today as ever.

hospitality industry.

That magic, I believe, lies in its people.

The southern hospitality is real, and the genuine warmth and generosity of spirit I’ve encountered here lies at the very core of what makes Birmingham

I believe in Birmingham, and I believe in the future that we’re building together.

Sincerely,

so special.

So, my vision for Birmingham naturally begins with the individuals who can

Dan Williams

help build the kind of collaborative

President & CEO

relationship that have made this

Greater Birmingham

destination great and can make it

Convention & Visitors Bureau

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 5

A Letter from Bill Murray, Chairman, GBCVB Board of Directors It was an honor to work alongside the Greater Birmingham Convention & Visitors Bureau in 2025 and to support its continued mission of positioning Jefferson County and the State of Alabama as premier destinations for conventions, meetings, and leisure travel. This year marks an especially exciting chapter for our organization, highlighted by the hiring of President and CEO Dan Williams.

Dan’s leadership has already made a meaningful impact. He has brought a renewed sense of energy, vision, and connectivity to our efforts, fostering collaboration across the hospitality community in ways that are both intentional and impactful. Perhaps most importantly, he has helped strengthen relationships throughout Jefferson County and across Alabama—many of them for the first time—bringing together partners, stakeholders, and leaders around a shared commitment to growing our destination.

In an increasingly competitive environment, that spirit of collaboration is one of Birmingham’s greatest strengths. We are seeing it translate into stronger alignment across our hotels, venues, and attractions, as well as a more unified approach to attracting meetings, conventions, and visitors to both our region and our state. These efforts are already elevating our profile and positioning Birmingham and Alabama for sustained growth.

Throughout this report, you will see the results of that momentum. From new partnerships and expanded outreach to continued success in hosting impactful events, the Bureau’s work is driving both economic impact and community pride.

I would like to extend my sincere gratitude to the Board of Directors, the Bureau staff, and our many partners and stakeholders. Their commitment and willingness to collaborate have been essential in building this next chapter together.

As we look ahead, we do so with great optimism. With strong leadership and a unified community, Birmingham, Jefferson County, and the State of Alabama are well positioned to continue growing as dynamic and welcoming destinations.

Thank you for your continued support.

Warm regards,

William Murray Chairman, Board of Directors Greater Birmingham Convention & Visitors Bureau

6 • 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau

2025 GBCVB Board of Directors Bill Murray

Joe Hampton

Councilor Hunter Williams

Integral Hospitality Solutions, Inc.

Spire

City of Birmingham

Chairman

BBA Board Chairman

City Councilor

Rick Smith

Michael Keel

Lindsey Setzer

Renaissance Ross Bridge

BJCC Authority Board Chairman

Momentum

Vice Chairman

Tynette Lynch

C.A.H.A.B.A. Chair

Commissioner Joe Knight Jefferson County Commission

Aldridge Gardens Secretary/Treasurer

Senator Jabo Waggoner Alabama State Senate

Councilor John Lyda City of Hoover

Dr. Samantha Briggs

Council President

Member at Large

Representing Jefferson County’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

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 7

2025 BY THE NUMBERS In 2025, travel and tourism remained a powerful economic driver across Jefferson County, generating significant visitor spending, supporting thousands of jobs, and contributing meaningful tax revenue. The following data showcases how tourism is fueling economic vitality and strengthening Greater Birmingham’s position as a premier destination for meetings, conventions, sporting events, and leisure travel.

8 • 2025 2025 Annual AnnualReport Report• •Greater GreaterBirmingham Birmingham Convention Convention & Visitors & Visitors Bureau Bureau

$2.62 BILLION in Visitor Spending for Jefferson County

(+1.9% YoY) $2.2 B

2021

$2.4 B

Visitors to Greater Birmingham Region

$2.52 B $2.57 B

2022

2023

2024

$2.62 B 3.6 M

2025

in Tax Revenue for Jefferson County

2022

2023

2022

2023

2024

2024

2025

53,747

Full-time Jobs Supported

47. 2 K

2025

2021

$183 M

$191 M $195 M

$199 M

2023

2025

$163 M

2021

2022

2024

$1.33 BILLION Tourism Labor Income

(+2.3% YoY)

$107 M $110 M

$90 M

in Tax Revenue for Alabama

4.17 M

(+3.6% YoY)

(+2.8% YoY) $100 M $105 M

2021

3.9 M 3.96 M 4.04 M

$199 MILLION (+2% YoY)

(+3.2% YoY)

$110 MILLION

2021

4.17 MILLION

51 K

51.5 K

2022

2023

51.88 K

53.74 K

$1.22 B

$1.27 B $1.3 B

$1.33 B

2023

2025

$1.09 B

2024

2025

2021

2022

2024

2025 2025 Annual Annual Report Report • Greater • Greater Birmingham BirminghamConvention Convention&&Visitors Visitors Bureau Bureau • 9

378,313 Room Nights Booked through Meetings and Sports

73 Travel Media Hosted in Greater Birmingham Including National Geographic Traveler, Conde Nast, Atlanta Journal Constitution, Travel + Leisure, The Saturday Evening Post, Garden and Gun, and Eater Atlanta

334,314 Visitors Assisted at the GBCVB Visitor Centers

10 • 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau

Social Media Impact

108,181 Social Media Followers

111,183

Social Media Engagement

3,936,025 Social Media Impressions

Paid Digital Advertising Impact

70,977,850 Impressions

455,561 163,524 Clicks

Conversions

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 11

2025 HOTEL PERFORMANCE The Greater Birmingham Region

62%

$74.37

(-0.4% YoY)

(+2.4% YoY)

Hotel Occupancy

62.2%

60.8%

Revenue Per Available Room (RevPar)

63.7%

62.2%

62%

$69.65

$73.68

$72.66

$74.37

2023

2024

2025

$58.58

2021

2022

2023

2024

2025

2021

2022

$120.02

$471.4 M

(+2.8% YoY)

(+3.7% YoY)

Average Daily Rate (ADR)

$111.90

$115.63

Total Hotel Revenue

$116.76

$120.02

$96.35

2021

$447.3 M

$459 M

$454.6 M

$471.4 M

2022

2023

2024

2025

$375.8 M

2022

2023

2024

2025

12 • 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau

2021

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 13

MICHELIN RECOGNIZED In a milestone moment for Alabama’s culinary scene, 11 Greater Birmingham restaurants were recognized in the first-ever MICHELIN Guide American South. The announcement marks a defining achievement for the city’s vibrant dining community and further cements Birmingham’s place among the South’s top culinary destinations.

Four Birmingham local favorites earned the prestigious Bib Gourmand distinction, Bayonet, La Fête, OvenBird and Pizza Grace, celebrating exceptional dining at an outstanding value. Meanwhile, Pardis Stitt, co-owner and operator of Bottega, received the coveted MICHELIN Outstanding Service Award, one of only a few individual honors presented across the region.

Additional Birmingham restaurants were included among the region’s recommended dining destinations, further showcasing the depth and diversity of the city’s food scene. From innovative concepts to deeply rooted culinary traditions, Birmingham continues to gain recognition for its creativity, quality, and hospitality.

This milestone reinforces Greater Birmingham’s growing reputation as a standout culinary destination in the American South and beyond.

Our MICHELIN Recognized Restaurants Automatic Seafood & Oysters

Hot and Hot Fish Club

Bayonet

La Fête

Bottega

OvenBird

Chez Fonfon

Pizza Grace

Current Charcoal Grill

Rêve

Helen 14 • 2025 2025Annual AnnualReport Report• The • Greater Greater Birmingham BirminghamConvention Convention & & Visitors Visitors Bureau Bureau

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 15

MEETINGS & CONVENTIONS The GBCVB drives economic and reputational growth for the Greater Birmingham region by attracting and supporting a wide range of meetings and conventions. Through targeted sales initiatives including site visits, trade shows, familiarization tours and more; and, hands-on servicing support that provides an exceptional experience for attendees and organizers, the GBCVB continues to elevate Birmingham as a premier destination for meetings and conventions.

Top New Bookings in 2025 DATE

ESTIMATED ROOM NIGHTS

DIRECT VISITOR SPENDING

July 29 – 31, 2027

4,321

$5,197,435

April 28 – May 5, 2026

4,750

$3,777,202

April 2 – 8, 2028

2,028

$2,011,234

Kami-Con

February 5 – 10, 2026

1,124

$1,614,863

United Motorcoach Association

February 7 – 16, 2026

2,322

$1,449,125

June 1 – 13, 2025

1,380

$1,068,515

Evangelical Covenant Church

June 20 – 27, 2027

1,998

$1,012,869

American Association of Post-Acute Care Nursing

April 17 – 22, 2028

1,940

$771,553

Grow Leadership Conference

July 26 – 28, 2027

1,200

$725,066

September 13 – 16, 2026

710

$652,645

August 16 – 21, 2026

1,680

$584,936

May 14 – 16, 2026

1,031

$548,258

February 26 – March 4, 2028

1,690

$546,380

National Consortium for Health Science Education

October 18 – 22, 2026

1,414

$521,938

Red Aspen

September 9 – 12, 2026

1,100

$323,045

October 26 – November 1, 2026

1,029

$320,510

EVENT Church of the Highlands Student Conference Alpha Kappa Alpha Minorities in Agriculture

Apostolic Overcoming Holy Spirit

EH Media Alabama Power Society of Neurological Surgeons United Appliance Servicers Association

Alabama State Office of Institutional Advancement

16 • 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau

Top Meetings & Conventions Hosted in 2025 ESTIMATED ROOM NIGHTS

DIRECT VISITOR SPENDING

Church of the Highlands Motion Conference

3,800

$3,847,556

National Baptist Convention Mid-Winter Board Meeting

2,900

$2,092,245

Council of State Governments Southern Legislative Conference

2,224

$1,963,458

Links, Inc.

1,154

$1,484,154

Kami-Con

1,124

$1,162,684

Apostolic Overcoming Holy Church of God

1,380

$1,068,515

Police Fleet Expo

1,750

$795,447

Automotive Recyclers Association

1,500

$544,557

Church of the Highlands Grow Leadership Conference

1,200

$407,861

EVENT

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 17

TOURISM The GBCVB continues to emphasize Jefferson County’s reputation as a premier domestic and international destination, promoting the region to tour operators, event planners, reunion planners and the leisure market.

2025 Top Origin Markets Houston Tampa Chicago New York Orlando Charlotte Dallas Atlanta

By the Numbers

73,783 Rooms Booked

$32.8 MILLION Million Generated in Economic Impact

334,314 Visitors Assisted at GBCVB Visitors Centers

18 • 2025 Annual Report • Greater Birmingham Convention & Visitors Bureau

Showcasing Birmingham’s Culture & Cuisine In 2025, the FOOD+Culture Festival rebranded as the Southbound Food Festival, expanding into a 10-day event featuring more than 100 chefs. The GBCVB hosted tour operators and journalists during the festival, generating coverage that highlighted the Greater Birmingham Region as a premier food and

North America Golf Tourism Convention

travel destination.

More than 300 golf tour operators from 33 countries experienced Alabama’s Robert Trent Jones Golf Trail in Birmingham while attending the International Association of Golf Tour Operators’ (IAGTO) 16th Annual North

advisors coming from North America and Latin

Birmingham on Display at the Magic City Classic

America, with the remainder travelling from

The GBCVB hosted tour operators and journalists for the Magic

Europe, Australia and Asia.

City Classic to experience Birmingham’s rich culture, and introduce

America Golf Tourism Convention. Owned and operated by IAGTO, the event saw 70% of the participating golf tour operators and golf travel

its new HBCU Itinerary, designed to highlight the history and heritage of Historically Black Colleges and Universities in the region, and encourage tour operators to return with student groups or media to write about the impact and legacy of local HBCUs.

Global Bites and Insights The Greater Birmingham Convention & Visitors Bureau (GBCVB) hosted two experts in the world of international travel and tourism to share the industry’s latest trends during a lunchtime seminar, Global Bites and Insights: How to Work Effectively with the International Market. The session served as a learning tool for local travel and tourism service providers seeking to attract international tourism to Jefferson County.

Featured speakers were Andy Facer, founder of 5F Marketing, a specialist agency focused on travel, tourism, and destination marketing, and Gisa Kusserow-Hanson, VP of Contracting and Product Partnership at AlliedNewWorld, a joint venture of AlliedTPro and New World Travel.

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 19

SPORTS 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 county.

Major Sports Events Booked or Hosted in 2025 ROOM NIGHTS

ESTIMATED DIRECT VISITOR SPENDING

DATE

Alabama High School Athletic Association State Basketball, Football, Indoor Track & Field and Volleyball

7,868

$10.8 M

2025 and Beyond

Alabama State Games

1,000

$796,257

June 2025 and beyond

Barber Vintage Festival

4,650

$5.4 M

October 2025 and beyond

Children’s of Alabama Indy Grand Prix

12,550

$90.3 M

April 2025 and beyond

Geico 500 and Yellawood 500 at Talladega Superspeedway

19,200

$38.2 M

April and October 2025

Jlab Birmingham Bowl

12,337

$5.4 M

December 2025 and beyond

Liberty Cup Boys and Girls Soccer Tournaments

4,000

$5.2 M

August 2025 and beyond

Magic City Classic

10,200

$9.6 M

October 2025 and beyond

TBD

$35 M

June 2029

NCAA DI Women’s Basketball Regionals

14,036

$12.3 M

March 2025

Perfect Game Baseball

57,239

$49.3 M

2025 and beyond

Red Diamond Classic Boys & Girls Soccer Tournaments

5,850

$7.1 M

March 2025 and beyond

Southeastern Conference Baseball Tournament

9,500

$17.1 M

May 2025 and beyond

The Regions Tradition

6,785

$12.9 M

May 2025 and beyond

United Football League

1,416

$1.5 M

2025 Birmingham Stallions

19,807

$28.1 M

June 2025

EVENT

National Senior Games

World Police and Fire Games

20 • 2025 2025 Annual AnnualReport Report• The • Greater Greater Birmingham BirminghamConvention Convention && Visitors Visitors Bureau Bureau

Welcoming the Games of Heroes

National Senior Games to Return in 2029

Extreme Sports are Birmingham Bound

After multi-year preparation, Birmingham

The National Senior Games return to

The GBCVB, BJCC and City of

hosted the World Police and Fire

Birmingham in 2029. This multi-sport

Birmingham will welcome FISE and its

Games in the summer of 2025. This

championship for athletes ages 50-100+

20,000+ expected attendees and 400+

sports competition brought 8,500+ first

was hosted in Birmingham in 2017, when

athletes in August 2026. The FISE Action

responders from 70 countries to compete

the event welcomed more than 10,500

Sports Festival will be an action-packed

in more than 65 sports. This event brought

participants and generated $38.4 million

weekend of elite competitions, fan

in $28.1 million in direct visitor spending.

in economic impact.

experiences, and festival energy in City Walk.

A Tale of Two Birminghams The Greater Birmingham Convention & Visitors Bureau elevated its global presence through a partnership with the Birmingham City Football Club. As the club’s Official U.S. Tourism Partner, the GBCVB secured international exposure through in-stadium branding, logos on team apparel, onsite fan activations, and televised broadcasts. This collaboration introduced Birmingham, Alabama to a global audience of millions of soccer fans. By aligning with one of the world’s most popular sports, the GBCVB expanded awareness of the destination beyond traditional markets.

2025 Annual Report • Greater Birmingham Convention & Visitors Bureau • 21

IN THE MEDIA

Greater Birmingham continues to earn consistent

Birmingham appeared as one of 24 places around the world on the rise and off the beaten path.

AFAR, THE BEST PLACES TO TRAVEL IN 2026

national attention as a dynamic, evolving destination. In 2025, leading travel and media outlets highlighted the region’s momentum celebrating its rise as a culinary hub, its growing reputation for outdoor recreation, and its authentic, welcoming character.

Together, this coverage reinforces Greater Birmingham’s growing profile as a destination defined by connection, transformation, and an unmistakable sense of momentum.

Downtown has a fresh buzz thanks to CityWalk, a 30-acre public space that includes a dog park, playground, and popular skate park. And the city’s dining scene continues to attract national praise.

SOUTHERN LIVING, THE SOUTH’S 20 BEST CITIES

22 • 2025 2025 Annual AnnualReport Report• •Greater Greater Birmingham Birmingham Convention Convention & Visitors & Visitors Bureau Bureau

Having quietly shaped American tastes for years, 2026 is the moment [BHM] jumps off the page. The momentum is unmistakable...

Hoover was ranked No. 15 in the best places to live in the United States.

US NEWS AND WORLD REPORT

Alabama’s Magic City has become a haven for hikers and bikers in search of connections.

THE ATLANTA JOURNAL-CONSTITUTION

EATER.COM

Birmingham is emerging as a prime travel destination.

Magic City’ set to become US tourist hotspot in 2026.

NATIONAL GEOGRAPHIC

THE U.S. SUN

I find Birmingham a very exciting town to eat my way though.

ANDREW ZIMMERN RESTAURATEUR, TV HOST, FOOD WRITER

2025 2025 Annual Annual Report Report • Greater • Greater Birmingham BirminghamConvention Convention&&Visitors Visitors Bureau Bureau • 23

Thank you for being a part of the Greater Birmingham Region.

We are looking forward to an even greater 2026!

950 22nd Street North, Suite 550 Birmingham, AL 35203 205.458.8000 • inbirmingham.com   tiktok   @inbirmingham