Alabama: A Rising Star in Sports Tourism

With state-of-the-art facilities and a diverse array of landscapes and resources, Alabama is emerging as a powerhouse in the sports tourism industry. In 2024, the sector generated an impressive economic impact of over $614 million across local economies, as highlighted in the Sports Alabama Annual Report. Sports Alabama, a trade association dedicated to promoting the state as a premier sports destination, collaborates with its 11 member-destinations to attract events of all sizes.

Birmingham: The Heart of Sports Tourism

Birmingham, Alabama’s largest member destination, hosted an astounding 150 events in 2024. Among these was a Major League Baseball game at the historic Rickwood Field, which reached an estimated 2.5 million viewers through television broadcasts. The city’s sports tourism efforts contributed more than $249 million to the local economy, with the 2024 SEC Baseball Championship alone generating a $15 million impact and attracting a record 180,000 attendees. Recognized by the Sports Business Journal as one of the Top 50 Best Sports Business Cities in the country, Birmingham stands out as a vibrant hub for sports enthusiasts, even without a major professional franchise.

Expanding Facilities Across the State

While Birmingham leads the charge, smaller destinations in Alabama are also reaping significant benefits from sports tourism. The market’s growth has prompted various locations to invest in new sports facilities, anticipating increased events and economic returns.

The 130-acre Sand Mountain Park and Amphitheater, which opened in Albertville in 2021, is a prime example. It hosts numerous travel ball tournaments across its nine turf diamonds. Meanwhile, the city of Saraland is nearing completion of a $72 million sports complex on a 100-acre site, and Muscle Shoals has announced plans for a $65 million facility. Additionally, Alabama’s Beaches Sports & Events has acquired 111 acres for a multifaceted sports tourism complex.

Don Dukemineer, president of Sports Alabama and director of sports development for Decatur/Morgan County Tourism, believes that Alabama is well-positioned to host quality events for years to come. He emphasizes the importance of aligning facility growth with community needs and sports tourism goals, which ultimately generates economic benefits for the hospitality sector.

Economic Impact of Sports Facilities

The economic impact of sports facilities is evident in regions like Marshall County. According to Katy Norton, president of Marshall County Tourism & Sports, the Sand Mountain Park generates over $20 million annually and has spurred new business activity, including the opening of three new hotels: Fairfield Inn and Suites, Hampton Inn Albertville, and Home 2 Suites by Hilton.

The park, which cost approximately $86 million to build, features an array of outdoor facilities, including nine turf diamonds, five multisport fields, a Miracle League field, a 16-court tennis center, and a 7,500-square-foot amphitheater. The indoor Fitness and Aquatics Center boasts an eight-lane competition pool and extensive event space, making it a versatile venue for various activities.

At the southern tip of the state, Gulf Shores is proposing a new complex with an estimated cost of nearly $56 million for outdoor facilities and an additional $43 million for indoor amenities. Gulf Shores and Orange Beach hosted 142 events last year, contributing over $84 million to the local economy. The proposed facilities aim to sustain and enhance sports tourism activities despite the growing local demand for recreational spaces.

Leveraging Natural Resources

Alabama’s diverse natural resources significantly enhance its appeal as a sports tourism destination. Michelle Russ, vice president of sales, sports, and events at Alabama’s Beaches Sports & Events, notes that the state’s natural assets, including 32 miles of beaches and freshwater lakes, play a crucial role in attracting event organizers.

The NCAA Collegiate Beach Volleyball National Championship is set to return to Gulf Shores’ beaches from 2027 to 2031, showcasing the state’s ability to host high-profile events. The Hugh S. Branyon Backcountry Trail serves as a venue for track and field competitions, while Lake Guntersville generates a staggering $1 billion in economic impact annually, attracting fishing tournaments and events like HydroFest, where speedboats race at exhilarating speeds.

Collaborative Efforts for Growth

A notable collaboration in central Alabama has led to the development of the 17 Springs project in Millbrook. This initiative, which began in 2017, has resulted in a nearly 120-acre sports complex featuring state-of-the-art facilities, including multipurpose turf fields, a track, and a large indoor event space. The project is a partnership among various local entities, including the Elmore County Commission and the YMCA of Greater Montgomery, demonstrating the power of teamwork in driving economic development through sports tourism.

Conclusion

Alabama’s commitment to enhancing its sports tourism landscape is evident in its investment in facilities, collaboration among local organizations, and the strategic use of its natural resources. As the state continues to attract a diverse range of events, it solidifies its position as a premier destination for sports tourism, promising significant economic benefits for communities across Alabama. With ongoing developments and a rich history of hosting unique events, Alabama is poised for a bright future in the sports tourism arena.