Tourism continues to play a vital role in driving our region’s economy.
As we look back on 2024, I’m proud to share that Jefferson County welcomed 4.04 million visitors—a 2% increase over 2023—and supported 51,887 full-time jobs.
The tourism industry generated a record-setting $2.57 billion in economic impact for the region, surpassing our previous high in 2019 and marking a full recovery to pre-pandemic travel patterns.
Tourist-generated taxes also experienced solid growth. In 2024, visitor spending generated $195 million in state taxes, while Jefferson County received $107 million in tax revenue from tourism activity. Combined, that’s a 2% increase in state and local taxes collected from visitors.
Today, Birmingham continues to shine as a premier destination for business, leisure, and sports travel. Our region offers first-class venues, a compelling mix of culture and history, award-winning dining and shopping, and an abundance of entertainment options. These qualities make Jefferson County a compelling and unified destination, with tourism serving as the connective thread across all 34 of our municipalities.
As I prepare for my retirement later this year, it has been the honor of a lifetime to serve this community and lead the Greater Birmingham Convention & Visitors Bureau for the past decade. Over these 10 years, I’ve had the privilege of watching our tourism industry grow, evolve, and meet challenges with remarkable resilience and creativity. Since 2015, Birmingham’s tourism industry has achieved a 51% increase in economic impact, a 35% rise in state and local tax revenue, and a 25% growth in tourism-related jobs—milestones that speak to the dedication of so many partners across our region. I’m incredibly proud of all we’ve accomplished together and look forward to watching this momentum continue in the years ahead.
Sincerely,
J. John Oros, Jr. President and Chief Executive Officer
Greater Birmingham Convention & Visitors Bureau
From the Board Chairman
It was an honor to work with the Greater Birmingham Convention and Visitors Bureau in 2024 and serve as Chairman of the Board of Directors. Our mission to showcase Jefferson County as a premier convention and tourism destination continues to reap great rewards with the support of an experienced Bureau staff and strong leadership from the local community. In an ever-changing landscape, the hospitality industry continues to be very competitive. But we continue to grow stronger, having made significant improvements to our hotels, resorts and meeting facilities.
Throughout this report, you will find a comprehensive overview of our accomplishments, initiatives, and the impact they 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’s profile on the global stage.
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 forward with optimism and excitement to the changes in 2025. 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
Board of Directors
Rick Smith
Renaissance Ross Bridge
Chairman
Bill Murray
Integral Hospitality Solutions, Inc.
Vice Chairman
Tynette Lynch
Aldridge Gardens
Secretary/Treasurer
Dr. Samantha Briggs
Member at Large
Greg Curran
Maynard Nexsen
BBA Hospitality Representative
Joe Hampton
Spire
BBA Board Chairman
Mike Keel
BJCC Authority Board Chairman
Commissioner Joe Knight
Jefferson County Commission
Councilor John Lyda
City of Hoover
Council President
Jonathan McKinney
Renaissance Ross Bridge
C.A.H.A.B.A. Chairman
Senator Jabo Waggoner
Alabama State Senate
Councilor Hunter Williams
City of Birmingham
City Councilor
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 4.04 million visitors each year, generating $2.57 billion in economic impact.
Representing Jefferson County’s 34 Municipalities
2024 by the Numbers
$2.57 BILLION in Visitor Spending for Jefferson County (+1.9% YoY)
4.04 MILLION Visitors to Greater Birmingham Region (+2.0% YoY)
$195 MILLION in Tax Revenue for Alabama (+2.1% YoY)
$107 MILLION in Tax Revenue for Jefferson County (+1.9% YoY)
51,887 Full-time Jobs Supported (+0.7% YoY)
388,538
Room Nights Booked through Meetings and Sports
216,252
Visitors Assisted at GBCVB Visitor Centers
132
Travel Media Hosted in Greater Birmingham
2.5 MILLION
Social Media Impressions (32% INCREASE)
96,655
Social Media Followers (9% INCREASE)
2024 Hotel Performance
Greater Birmingham Region
Daily Rate (ADR) (+1.0% YoY) $454.6 MILLION
YoY)
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.
New Bookings in 2024
Top Meetings & Conventions for 2024
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.
75,684 Rooms Booked
$34 MILLION Generated in Economic Impact
Top Origin Markets in 2024: Domestic International
DALLAS CANADA
216,252
Visitors Assisted at GBCVB Visitor Centers
CHICAGO UNITED KINGDOM ATLANTA GERMANY NEW YORK INDIA NASHVILLE JAPAN
2024 Tourism Highlights
Food+ Showcases
Birmingham Food and Culture
The second edition of Birmingham’s FOOD+Culture Festival welcomed visitors from every state in the country, showcasing Birmingham’s vibrant food scene through unforgettable events, from dinners and tastings to chef demos, discussions and cultural experiences. Recognized by USA Today as the No. 3 “Best New Festival,” FOOD+ featured a week of events at signature Birmingham locations like Pepper Place and Sloss Furnaces, with over 80 top chefs, mixologists, and brewers—from Birmingham and around the world.
Birmingham-Branded Bus Hits the Road
In 2024, in partnership with Thrasher Brothers Trailways, the GBCVB unveiled a new Birminghamthemed motorcoach. The bus, which highlighted popular Birmingham attractions, traveled the country throughout the year, promoting the Greater Birmingham Region as a travel destination.
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 country.
Major Sports Events Booked or Hosted
In 2024, the GBCVB hosted more than 150 events and booked business for future years. Among the highlights were:
Event
Alabama High School Athletic Association
Alabama State Games
Barber Vintage Festival
Date(s)
2024 State Basketball, Football, Indoor Track & Field and Volleyball Championships
June 2024 and beyond
October 2024 and beyond
Birmingham Bowl December 2024 and beyond
Children’s of Alabama Indy Grand Prix April 2024 and beyond
Geico 500 and Yellawood 500 at Talladega Superspeedway April and October 2024
Liberty Cup Boys & Girls Soccer Tournaments August 2024 and beyond
Magic City Classic October 2024 and beyond
Major League Fishing REDCREST 2024 March 2024
Move United Hartford Nationals July 2024
National Senior Games June 2029
Perfect Game Baseball 2024 and beyond
Red Diamond Classic Boys & Girls Soccer Tournaments
Southeastern Conference Baseball Tournament
The Regions Tradition
United Football League
March 2024 and beyond
May 2024 and beyond
May 2024 and beyond
2024 Birmingham Stallions games
2024 Sports Highlights
A Top Sports City
In 2024, the Sports Business Journal ranked Birmingham as No. 3 on its list of the nation’s “Top Cities without a Big Five Team.”
NCAA Bids Awarded
In 2024, Birmingham expanded its resume of hosting NCAA championships, and was awarded the 2027 DII Indoor Track & Field Championships and the 1st and 2nd rounds of the 2028 Men’s Basketball Tournament.
Major League Baseball Comes to Birmingham
In June, Birmingham welcomed Major League Baseball to town, as it hosted “MLB at Rickwood: A Tribute to the Negro Leagues,” a special regular-season contest between the San Francisco Giants and St. Louis Cardinals that the New York Times called “pure magic.”
Welcoming the Games of Heroes
Birmingham continued its multi-year preparation for the 2025 World Police & Fire Games, an international, multisport competition that will bring 8,500 first responders from 70 countries to compete in more than 65 sports.
National Senior Games to Return in 2029
In November, Birmingham was named the host city for the 2029 National Senior Games. Birmingham previously hosted the multi-sport championship for athletes ages 50-100+ in 2017, welcoming more than 10,500 participants and generating $38.4 million in economic impact.
