ROBERTSDALE --- The tourism industry is back and better than ever, Herb Malone, president/CEO of Gulf Shores and Orange Beach Tourism, said Thursday.

Malone gave an update on county tourism at a Baldwin County Board of Realtors membership meeting Thursday at the group's headquarters in Robertsdale and said, not only have projected numbers for the 2011 tourism season surpassed those of 2009, they are likely to top the record-setting numbers of 2007.

Malone's presentation included side-by-side comparisons of yearly retail sales figures from 2003 through 2011, saying that in the 10 years prior to 2003, retail sales experienced a growth of about 10 to 12 percent.

Then, after a slight gain from 2003 to 2004, figures dropped dramatically in 2005 after the devastation of Hurricane Ivan. After holding steady in 2006, area tourism was on the rise in 2007 with record-breaking numbers that year.

After a slight decline in 2008, the numbers were back up in 2009, Malone said, and looked to be on the rise again in 2010.

"In the spring of 2010, our numbers were up double digits and we were tracking to have a really good year," Malone said. But in April of that year, the Deepwater Horizon oil rig exploded in the Gulf of Mexico off the coast of Louisiana, killing 10 workers and spilling millions of gallons of crude into the Gulf.

The numbers dropped 50 percent after the spill and with experts saying that oil would hit the beach within days, the prospects of the 2010 tourism season appeared bleak.

But when the oil did not come as early as expected, Malone said, the tourism board, then known as the Alabama Gulf Coast Convention and Visitors Bureau, saw an opportunity to salvage part of the tourism season.

"We went to Governor Riley and said we still have a product to sell," Malone said. "Folks can still come to our area for great golf, nature trails, shopping, things that don't necessarily require walking along the beach."

And, thanks to events such as the Hangout Music Festival and concerts on the beach, including Jimmy Buffett, Brad Paisley and Bon Jovi, by October of 2010, tourists were beginning to come back to the beach.

"The decision by the Hangout to go ahead with the Festival made a difference," Malone said. "They didn't have the numbers they were expecting, but they made a statement ... and the best PR we had was Jimmy Buffett walking along the beach on National television saying ‘look at the water, look at the sand. There's nothing wrong with it. Come see for yourself.'"

And, after marketing efforts, bolstered by BP, Malone said, lodging revenues for 2011 are projected to be up 17.6 percent for 2011 with retail sales revenues projected to be up 11.4 percent.

"I normally wouldn't say this, especially not with media present, but I really feel that the numbers we are looking at are not only above pre-spill numbers, but they are above record-setting levels," Malone said of the 2011 projections.

But beyond any bottom line in the tourism industry, Malone said, is people.

"You can look at all the numbers, but in the end this is a people business," he said. "You have to be able to make an emotional connection and if you go anywhere and talk to the people who come here, chances are you will find that emotional connection. You'll find people whose parents, or grandparents, brought them here when they were kids and now they are bringing their kids here. Everything we do is to try and capitalize on that emotional connection."

More information on tourism in Baldwin County can be obtained online at gccvb.org.

The Association also conducted routine business during the meeting including:

• Announced there will be a forum for candidates for Baldwin County Judge of ProbateTuesday, Feb. 28 at 10 a.m. at the Association office in Robertsdale\.

• Invited Realtors to attend Realtor Day at the Capitol April 10 in Montgomery.

• Announced there will be a National Open House April 28-29. Balloons are available at the Association office.