2025 Annual Report GBCVB by Greater Birmingham Convention & Visitors Bureau

2025 ANNUAL REPORT

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

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

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

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

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.

A LETTER FROM DAN WILLIAMS, PRESIDENT & CEO

What an incredible year this has been. As I prepared to move to Birmingham from Columbus, Ohio, in mid-2025, I looked forward to assuming the lead role with the Greater Birmingham Convention & Visitors Bureau. Not only was it an exciting development in terms of my career, but it was also an opportunity to become part of a vibrant southern city that over the past two decades has truly come into its own.

My experience with the Greater Birmingham Convention & Visitors Bureau, and Birmingham as a destination, began when I attended the National Coalition of Black

Professionals’ annual meeting here in 2024. Not only did I see firsthand the city’s amazing capacity for hosting events, but I was also struck by the diversity and quality of the hotels, the surprising array of tourist attractions, and the uncommon beauty of the region. So, even before I considered living and working in Birmingham, I was already a fan. But I had no clue how much I would come to love this place I now call home.

For over 150 years, Birmingham has been called the Magic City, and even a newcomer like me can see that the name is as applicable today as ever. 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 so special.

So, my vision for Birmingham naturally begins with the individuals who can help build the kind of collaborative relationship that have made this destination great and can make it

even greater. Combine effective collaboration with the authentic appeal of Birmingham, and you’ve got a recipe for creating not only a compelling destination but an economic anchor for the city as well.

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, and so much more, Birmingham is redefining itself as a must-visit destination in the tourism and hospitality industry.

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

Sincerely,

Dan Williams President & CEO

Greater Birmingham Convention & Visitors Bureau

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

2025 GBCVB Board of Directors

Bill Murray

Integral Hospitality Solutions, Inc.

Chairman

Rick Smith

Renaissance Ross Bridge

Tynette Lynch

Aldridge Gardens

Secretary/Treasurer

Dr. Samantha Briggs

Member at Large

Joe Hampton Spire

BBA Board Chairman

Michael Keel

Commissioner Joe Knight Jefferson County Commission

Councilor John Lyda City of Hoover

Council President

Representing

County’s

Gardendale

Councilor Hunter Williams

Kimberly

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

Senator Jabo Waggoner

Alabama State Senate

Sylvan

Trussville

Vestavia

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.

378,313

Room Nights Booked through Meetings and Sports

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

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 Clicks

163,524 Conversions

2025 HOTEL PERFORMANCE

The Greater Birmingham Region

$74.37 Revenue Per Available Room (RevPar)

YoY)

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

Bayonet

Chez

Current

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 Meetings & Conventions Hosted in 2025

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

By the Numbers

73,783 Rooms Booked

$32.8 MILLION

Million Generated in Economic Impact

334,314

Visitors Assisted at GBCVB Visitors Centers

North America Golf Tourism Convention

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 America Golf Tourism Convention. Owned and operated by IAGTO, the event saw 70% of the participating golf tour operators and golf travel advisors coming from North America and Latin America, with the remainder travelling from Europe, Australia and Asia.

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.

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 travel destination.

Birmingham on Display at the Magic City Classic

The GBCVB hosted tour operators and journalists for the Magic City Classic to experience Birmingham’s rich culture, and introduce 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.

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

Welcoming the Games of Heroes

After multi-year preparation, Birmingham hosted the World Police and Fire Games in the summer of 2025. This sports competition brought 8,500+ first responders from 70 countries to compete in more than 65 sports. This event brought in $28.1 million in direct visitor spending.

National Senior Games to Return in 2029

The National Senior Games return to Birmingham in 2029. This multi-sport championship for athletes ages 50-100+ was hosted in Birmingham in 2017, when the event welcomed more than 10,500 participants and generated $38.4 million in economic impact.

Extreme Sports are Birmingham Bound

The GBCVB, BJCC and City of Birmingham will welcome FISE and its 20,000+ expected attendees and 400+ athletes in August 2026. The FISE Action Sports Festival will be an action-packed weekend of elite competitions, fan 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.

IN THE MEDIA

Greater Birmingham continues to earn consistent 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.

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

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