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VisitDothan says 2025 brought modest growth: $52.2 million in hotel revenue, sports tourism strong
Summary
VisitDothan reported roughly 1% market growth in 2025, generating about $52.2 million in hotel revenue and more than 9,100 additional room nights versus 2024; sports tourism produced roughly $20 million in direct economic impact, the presentation said.
VisitDothan reported that Dothan’s tourism market grew by about 1% in 2025, generating an estimated $52,200,000 in hotel revenue and more than 9,100 additional room nights compared with 2024, VisitDothan representative Hannah Schaeffer said during a Feb. 17 presentation to the Dothan City Commission.
Schaeffer said lodging tax collections exceeded $4,000,000 in 2025 and attributed the gains to a mix of sports tournaments, events and targeted marketing. “In 2025, Dothan hosted more than 80 tournaments and sporting events producing over 66,000 room nights and nearly $20,000,000 in direct economic impact,” Schaeffer said, noting sports tourism was a consistent demand driver.
The presentation highlighted digital outreach metrics, reporting more than 3,000,000 views across VisitDothan’s platforms and increased traffic to event, lodging and attraction pages. Schaeffer said VisitDothan’s strategy for 2026 emphasizes diversified demand, competitive pricing and strong event infrastructure to convert visitation into measurable economic return.
Commissioners and staff did not request a vote on the presentation; it was delivered as an informational update. The report was accompanied by a detailed handout that, according to Schaeffer, outlines the full-year metrics and market data for 2025.
VisitDothan recommended continued coordination with hotel partners, quarterly data briefings and marketing investments to sustain growth into 2026. The commission did not take formal action on the presentation itself; the item concluded with an invitation for questions and a summary of next steps from VisitDothan.
