Tourism’s income was $30.7M in 2025
RUSSELLVILLE — Tourism spending in Franklin County reached $30.7 million in 2025, a 16.3% increase from the previous year, according to the 2025 Alabama Economic Impact Report.
The report shows travel- related expenditures in Franklin County grew from $26.4 million in 2024 to $30.7 million in 2025. Travel-related earnings also increased 16.1%, rising from about $9 million to $10.5 million.
Tourism supported 406 total jobs in Franklin County in 2025, up from 350 the year before. Direct travel-related employment increased from 236 jobs in 2024 to 273 in 2025, a 15.7% increase.
Travel-related employment covers any jobs related to tourism, such as hotel workers or workers at amusement sites.
Franklin County Chamber of Commerce Executive Director Cassie Medley said tourism continues to be an important part of the county’s economy.
The county’s largest tourism event is the Watermelon Festival, which attracted nearly 30,000 visitors in 2025. Medley said the festival generates more income than any other event in the county.
According to the festival’s 2024 economic impact report, more than 60% of the people in Franklin County during the Watermelon Festival weekend were attending the event. An estimated 29,920 people attended, including more than 10,000 visitors from outside the county.
The report estimated visitors spent about $3.58 million during the festival, while local attendees spent another $5.58 million.
The event also generated an estimated $952,782 in additional economic activity and supported the equivalent of 38 part-time jobs.
Survey results from the Watermelon Festival showed visitors spent heavily on lodging, dining, fuel, shopping and festival vendors. Visitors spent an average of $343 during the event, plus about $230 per night on lodging if they stayed overnight.
The festival also received strong satisfaction ratings from attendees. Safety and the family friendly atmosphere received the highest marks, while parking and Friday night entertainment were identified as areas with room for improvement.
Medley said lodging plays a major role in the county’s tourism industry. The Best Western in Russellville generates the most tourism-related income in Franklin County, followed by Hotel Red Bay. The RV park in Red Bay and the cabins and campgrounds at Bear Creek also attract significant numbers of visitors.
Franklin County has 172 hotel and motel rooms, six bed and breakfast locations, 13 campgrounds and nine RV parks.
Bear Creek Lake is one of the county’s biggest attractions, drawing about 225,000 visitors each year. Other popular destinations include: * Dismals Canyon in Phil Campbell, which welcomed about 30,000 visitors in 2025; * The Red Bay Fun Park with about 12,000 visitors; and * Northwest Alabama Mountain Rides, which attracted about 3,000 visitors.
Medley said a new economic study focused specifically on Franklin County’s tourism industry is expected to be released soon.
