Foley, Ala. — (OBA) — Foley’s largest annual event is getting a bigger boost from city leaders as the Gulf Coast Hot Air Balloon Festival continues to grow, in terms of cost and regional impact. The Foley City Council has voted to increase its support for the festival, which has become a major tourism draw for the city. City officials and business leaders say the event attracts thousands of visitors and generates new revenue for local restaurants and hotels. The added funding is intended to help the festival keep pace with its rapid growth while continuing to promote Foley as a regional destination.

The council approved the additional money on Monday, Jan. 5, as part of a plan to expand the festival’s marketing reach. The Gulf Coast Hot Air Balloon Festival is held each May and is organized by the South Baldwin Chamber of Commerce. The event has been based in Foley since 2005 and now features more than 50 colorful hot air balloons filling the sky each year.

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Chamber President and CEO Travis Valentine told council members the funding will also be used to better track the festival’s economic impact on both the city and the chamber. Valentine said the festival has seen dramatic growth in recent years, attracting more visitors and drawing attention from across the region. “The additional money will be used to increase marketing reach and look at other ways to track the economic impact for the city of Foley as well as the chamber,” Valentine said.

The Gulf Coast Hot Air Balloon Festival has earned a reputation as one of Alabama’s top events. In 2021, the Alabama Tourism Department named it the event of the year, and the Southeast Tourism Society has listed it as one of its signature events. City and chamber officials say those honors have helped boost the festival’s profile and attract visitors from across the Southeast.

With that success, however, costs have climbed as well. Valentine said festival expenses have increased by more than 65% over the last 10 years. Organizers are working to balance those higher costs with the need to keep the event appealing and accessible to families and visitors.

Attendance numbers show how much the festival has expanded. In 2024, about 32,000 people came to the event, up from 25,000 the previous year. During the festival weekend, restaurant revenue rose by more than 30%, and hotel occupancy reached 95%, according to chamber reports.

Each year, about 55 hot air balloons from around the country take part in the festival’s flights and displays. In recent years, the event has been held at OWA Parks and Resort, giving guests access to entertainment, shopping, and other attractions alongside the balloon activities. The location has helped create a broader experience for families who spend the weekend in Foley.

The city’s support goes beyond direct funding. Foley also provides police, fire, and sanitary services for the festival each year to help keep visitors safe and the grounds clean. In addition, the city sponsors a hot air balloon of its own as part of the annual event.

City officials say the increased support reflects the festival’s importance to Foley’s identity and economy. As the Gulf Coast Hot Air Balloon Festival continues to grow, leaders hope the expanded backing will keep the event soaring over the city for years to come.