Alabama Mountain Lakes Tourist Association The official site for North Alabama tourism professionals
In 2024, travelers spent over $4.9 billion while visiting the 16 counties of the North Alabama region, representing a 3.9% increase over 2023, according to a report released last week by the Alabama Tourism Department (ATD). As the nation celebrates National Travel and Tourism Week (NTTW), May 4–10, North Alabama joins communities across the country in recognizing the vital role travel plays in powering economies and strengthening communities.
In 2024, travel-related expenditures in the North Alabama region reached more than $4.9 billion, up from $4.7 billion in 2023. Travel-related earnings showed a 3.6% growth from $1,348,381,321 in 2023 to $1,396,804,571 in 2024, and 50,569 individuals were employed directly and indirectly in the North Alabama tourism industry, a 2.1% increase over 2023.
“In North Alabama, the travel industry brings in over $4.9 billion, supporting local businesses and fostering long-term growth,” said Alabama Mountain Lakes Tourist Association President and CEO Tami Reist. “Tourism is not only a major economic engine for North Alabama, but also a way of life that supports our small businesses, fuels community development and showcases the unique beauty and culture of our region. The 2024 numbers demonstrate that North Alabama continues to grow as a must-visit destination for both domestic and international travelers.”
Based on the primary and secondary data, it is estimated that more than 28.9 million people visited the State of Alabama and spent $23.9 billion in 2024. This represents an increase of 1.9 percent as compared to 2023 spending. Gov. Ivey said, “Alabama continued its streak of remarkable success in the tourism and travel industry,” marking yet another banner year. “Across all corners of the state, there was a notable increase in tourism-related benefits, demonstrating the industry’s capacity to thrive even amidst economic fluctuations.”
The governor added, “What sets Alabama apart as a prime destination is its wealth of natural wonders, cultural treasures, and enriching experiences awaiting exploration. From the scenic beauty of its landscapes to the richness of its cultural heritage, Alabama offers visitors an array of unforgettable experiences that leave a lasting impression.”
The report, “2024 Alabama Tourism Economic Report,” was conducted for the ATD using a model created by Economist Dr. Keivan Deravi. Counties comprising the North Alabama region consist of Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan and Winston counties.
The purpose of the study is to estimate the economic impact of the travel and tourism industry in Alabama for 2024 and includes information on the number of jobs attributed to tourism, spending and revenue figures and the most visited counties. Dr. Deravi’s model analyzes tax revenues collected by the state to provide the annual travel economic impact study.
Dr. Deravi said that the travel industry has a direct impact on the state’s total economy. State law requires that 75 percent of the four percent state lodging tax paid by all hotel guests goes directly into the state General Fund that the Alabama Legislature spends for services to all residents. “The $88 million of the Legislature’s portion of the lodgings tax benefits all residents of the state,” stated Dr. Deravi. “Without those funds from tourism, each household in Alabama would have had to pay an additional $707 in taxes just to maintain current service levels.”
The announcement coincides with National Travel and Tourism Week, an annual tradition established in 1983 to celebrate the U.S. travel community and its impact on the economy, jobs,
and quality of life. In 2024, the travel industry in the U.S. generated $2.9 trillion in economic output, supported more than 15 million jobs and produced $190 billion in tax revenue—equivalent to $1,490 per household. “Travel is one of our nation’s most powerful economic engines—supporting millions of jobs, fueling businesses and propelling industries forward,” said U.S. Travel Association President and CEO Geoff Freeman. “National Travel and Tourism Week reinforces the pivotal role travel plays in building a stronger, more prosperous America.”
To access the 2024 Economic Impact Report, please use this link. For more information on things to see and do in North Alabama, visit www.northalabama.org.