Colbert County Tourism economy tops $122M in 2025
By Maryanne Floyd
Special to The Reporter
Visitors to Colbert County spent more than $122 million in 2025, according to the newly released Alabama Tourism Department Economic Impact Report. The annual study, compiled using the tourism economic impact model developed by Dr. Keivan Deravi of Auburn University at Montgomery, measures tourism’s contribution to local economies across the state.
The report shows that travel related expenditures in Colbert County reached $122,235,850 in 2025, a 6 percent increase over the previous year. Travel related earnings in Colbert County grew to $40,191,251, while annual state lodging tax collections climbed to $602,155, an increase of 6 percent.
Tourism also continued to support local jobs. The report found that Colbert County had 1,075 direct tourism related jobs and 1,609 total direct and indirect jobs tied to the travel industry. Direct employment grew by 5.4 percent over the previous year, placing Colbert County among the Alabama counties with the largest tourism employment growth in 2025.
Notably, Colbert County’s tourism economy continued to grow despite few additions to the county’s lodging inventory over the past decade. Growth also occurred while one of the county’s largest lodging properties, the former Coldwater Inn, underwent an extensive renovation and rebranding project before transitioning to the Spark by Hilton. The continued increase in visitor spending, lodging tax collections, and tourism related employment reflects strong demand for the area’s existing hotels, campgrounds, short term rentals, attractions, restaurants, and outdoor recreation opportunities.
“These results demonstrate the strength of Colbert County’s tourism industry and the appeal of our communities as a travel destination,” said Susann Hamlin, President and CEO of Colbert County Tourism. “To see growth across every major category while one of our largest lodging properties was undergoing significant renovations speaks to the demand we continue to see from visitors. It also reflects the outstanding work of our lodging partners throughout the county, who continue to provide exceptional hospitality and accommodate travelers choosing to spend their time with us in the Shoals. We are fortunate to have strong partners who recognize the value of tourism and help create positive experiences that keep visitors coming back.”
Hamlin noted that the report also highlights opportunities for continued growth as visitor demand increases across the region.
“We are encouraged by the momentum reflected in this year’s report,” Hamlin said. “Tourism continues to be an important economic driver for Colbert County, supporting local businesses, creating jobs, and generating revenue that benefits our communities. We look forward to building on that success in the years ahead.”
Statewide, Alabama welcomed approximately 29.2 million visitors in 2025, setting a tourism record for the fifth consecutive year. Visitors spent a record $24.9 billion across the state, while the tourism industry supported more than 255,000 jobs and generated more than $8.2 billion in total earnings.
To request a complimentary copy of the 2025 Alabama Tourism Economic Impact Report, email [email protected]. To learn more about attractions, events, and travel opportunities in Colbert County, visit www.colbertcountytourism.org or follow @ColbertTourism on social media.
About Colbert County Tourism
Colbert County Tourism is a non-profit organization dedicated to promoting tourism in Colbert County, Alabama. The organization works to promote the area’s unique history, culture, and natural beauty to visitors from around the world. For more information, visit www.colbertcountytourism.org.
