This week, Visit Orlando hosted a Brazil Sales Mission, bringing Orlando's largest-ever member delegation to South America to strengthen relationships with one of our most important international visitor markets.

The mission brought together 13 Orlando tourism and hospitality partners with 26 leading Brazilian tour operators that collectively generated more than 615,000 room nights to Orlando in 2025, representing an estimated economic impact of $325 million. The one-on-one marketplace facilitated 338 pre-scheduled business appointments in São Paulo.

We connected with more than 980 travel advisors through marketplaces and destination training seminars across São Paulo, Campinas and Rio de Janeiro, as well as more than 450 travel agents via streaming throughout the country. These efforts help keep Orlando top of mind among international travelers and support future visitation, hotel demand, visitor spending and local jobs throughout our community. 

Visit Orlando's public relations team also hosted a media reception highlighting Orlando's diverse offerings while introducing our first destination cookbook "Orlando's Kitchens." Fifteen media outlets and content creators participated by recreating recipes featured in the cookbook, including representatives from CNN, Crescer, QUEM and Mundo Viajar, along with influencers TuristandoSP, PaulistanoPorAi and Lala Rebelo.

During the mission, the team conducted interviews with trade and consumer media outlets including Panrotas, Mercado & Eventos, Brasilturis, Nordeste, Qual Viagem and Exame, generating coverage focused on Orlando travel trends, experiences and planning tools.

As one of Orlando's top international markets, Brazil remains a strategic priority for Visit Orlando's sales, marketing and public relations efforts.

Just A Few Days Left To Dine And Support Local Restaurants

With only a few days remaining in Visit Orlando’s Magical Dining, presented by Orlando Health, it’s your last chance to book dinner reservations before the program concludes on Sept. 30. More than 185 restaurants are included, giving residents and visitors an opportunity to enjoy outstanding local dining experiences. For every $40 meal served, $1 is donated to charity, and for every $60 meal, $2 is donated to this year's beneficiary nonprofits.

Diners can visit OrlandoMagicalDining.com and sort participating restaurants by neighborhood, making it easy to find dining options that match their preferences. Let's work together to finish strong and maximize the program's impact on nonprofits right here in our community.

Data & Trends

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending September 19, 2026, was 64.4%, down 1.9% from the same week last year. Room night demand trailed last year by 2.6%. The Average Daily Rate (ADR) for the week was $187.83, down 0.5% from last year.

Hotel performance was soft during the weekdays (Sunday through Thursday) last week, with occupancy down 5% year-over-year. However, performance improved over the weekend, with occupancy increasing 2% compared to the same period last year.

Looking ahead, advance bookings for the next two weeks are pacing far ahead of last year.

Visit Orlando Engaged!

Tourist Development Council Presentation

On Sept. 23, Visit Orlando provided an update to the Tourist Development Council, including Orange County Mayor Jerry L. Demings and Town of Eatonville Mayor Ruthi Critton. Visit Orlando outlined results from the 2025 economic impact study that shows a record-breaking $62.9 billion visitor spending in our community, with visitor fueled tax revenue offsetting $10,705 for every Orange County household.

In response, Mayor Demings shared, “The blessing of having the tourist development tax receipts that we have, has relieved the pressure on our general fund that has allowed us to invest heavily in responding to some of the social challenges that we have.” The presentation also included first-half performance results from Visit Orlando's Moments in Between campaign, an evolution of the Unbelievably Real platform centered on authentic human connection.

A global advertising effectiveness study conducted by a third party found that Visit Orlando's marketing campaigns continue to influence traveler decisions. So far in 2026, 25% of U.S. travelers participating in the study reported booking a trip to Orlando after seeing Visit Orlando ads. That share was even higher for respondents in the United Kingdom (28%) and Brazil (38%). Results for all markets are outlined in the presentation.

Our team also shared stats on Common Ground, a new content series created in partnership with Tripadvisor showcasing how travelers can experience Orlando like a famous local. The three-part series, highlighting sports, food and entertainment and inclusivity, now has over 10 million views combined.

We closed the presentation with a heartwarming example of capitalizing on social media opportunities. After learning about an Idaho student who wrote to state tourism offices for a homeschool project, our team surprised her with a special package from Orlando. The video of her reaction generated more than 3.5 million views and 20,000 shares, demonstrating how authentic moments can create meaningful engagement and extend the reach of Orlando's story well beyond traditional marketing channels.

In response to Visit Orlando marketing ads, Mayor Critton noted, "I just wanted to add that the Unbelievably Real campaign and marketing tactic is amazing. I have had some of those same responses as the mother and daughter in that video. So, keep up the good work."

Watch

OEP Executive Leadership Mission

Visit Orlando participated in the Orlando Economic Partnership's 2026 Executive Leadership Mission, held Sept. 23-25 in Austin, Texas. The event brought together over 100 business and civic leaders for a behind-the-scenes look at one of the nation's fastest-growing innovation hubs through curated site visits, leadership discussions and peer-to-peer engagement.

A key focus of the mission was exploring how regional collaboration, connectivity and innovation can help advance Orlando's 2045 vision of becoming a globally recognized creative capital and a top 10 innovation hub. 

The Austin mission confirmed Orlando is entering the semiconductor and advanced technology race with real assets in hand, including a $160 million federal grant for advanced packaging in defense, aerospace and medical technology. Our long-term competitiveness will depend on strong alignment among industry, academia and government to build and retain a skilled workforce, like Austin has. 

For travel and tourism, this growth is a direct opportunity. As companies expand here, they will bring corporate site visits, supplier meetings, recruiting travel, industry conferences and relocating employees who need temporary housing, diversifying us beyond our leisure-driven visitor base, much as Austin's tech sector has fueled its own convention and corporate travel economy. Both destinations also share transportation challenges, and continued investment in connectivity among the region's key hubs will be essential as we grow.

IAEE Southeastern Classic

Visit Orlando Chief Sales Officer Lisa Messina recently participated in a panel discussion at the IAEE Southeastern Classic, the Southeast chapter's premier education and networking event for meetings and events professionals. Joining representatives from US Poultry and Emerald Carpets, Lisa shared how Visit Orlando partners with planners, hotels, venues and local stakeholders to support successful events.

Lisa also highlighted how Visit Orlando supports planners before, during and after an event, while sharing strategies for increasing attendance and engagement, leveraging technology and data, creating value for attendees and measuring success and return on investment. One takeaway from the discussion was that collaboration is essential to creating exceptional attendee experiences and driving event success.

Showcasing Lifestyle Experiences To Brazilian Media

Visit Orlando recently hosted a journalist from Veja, one of Brazil's leading news and lifestyle media brands, for a customized media. Traveling to Orlando via Brightline, the journalist explored the destination's diverse neighborhoods, arts and culture offerings, culinary scene and luxury accommodations, including visits to the Orlando Museum of Art and Dr. Phillips Center for the Performing Arts.
 
Designed to inspire future visitation, the visit introduced an affluent and highly engaged Brazilian audience to the diverse experiences available throughout Orlando, helping strengthen the destination's presence in a key international market.

Across the Industry

Visit Orlando Leader Earns ANA Martech Mastery Award

Congratulations to Tim Megginson, Visit Orlando's vice president of digital & data strategy, for earning a Silver ANA MarTech Mastery Award in the 2026 MarTech Visionary of the Year (Client-Side Marketer) category. The honor recognizes individuals advancing the MarTech profession (marketing and technology) through innovation, thought leadership, AI adoption and measurable business impact.

The ANA MarTech Mastery Awards celebrate the individuals and teams driving transformation in modern marketing, highlighting excellence in technology-enabled strategy, cross-functional collaboration and enterprise performance. Tim was recognized during the 2026 ANA AI & Technology for Marketers Conference in Oxon Hill, Maryland from September 23-25.  

Five Orlando-area Hotels Recognized By Michelin

Five Orlando-area hotels were recognized in the 2026 MICHELIN Key Selection. Recipients include Lake Nona Wave Hotel, ette hotel, The Ritz-Carlton Orlando, Grande Lakes, Four Seasons Resort Orlando at Walt Disney World Resort and AC Hotel Orlando Downtown.

MICHELIN Guide hotels are selected based on five criteria: excellence in architecture and interior design, quality and consistency of service, overall personality and character, value for the price, and a significant contribution to the neighborhood or setting. Congratulations to these partners for continuing to elevate Orlando's reputation as a world-class destination.

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Around The Destination

Greater Orlando Sports Commission Celebrates Women In Sports

The Greater Orlando Sports Commission held its annual Celebrating Women in Sports Luncheon & Auction, presented by Orlando Health Jewett Orthopedic Institute, on Sept. 16. This year's featured speaker was Dominique Dawes, three-time Olympic gymnast and member of Team USA's historic "Magnificent Seven."

Congratulations to the destination's honorees, including Leadership Award recipients Damu Cherry-Mitchell of Star Athletics LLC, Pennie Parker of Rollins College Athletics and Audra Romao of the Orlando Magic; Rising Star Award recipient Alyssa Gonzalez of Orlando City SC and Orlando Pride; and WISE Greater Orlando Women of Inspiration Award recipient Teresa Mairn of AdventHealth.

The event celebrated women who are making a lasting impact on sports in Central Florida while paving the way for future generations of leaders, athletes and professionals across the industry.

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Walt Disney World ‘State Of Our World’ Address

Visit Orlando's external affairs team joined elected officials, government relations professionals and community leaders at Walt Disney World's State of Our World event at EPCOT. Attendees heard from Walt Disney World President Joe Schott, who recently returned to his hometown of Orlando to lead the resort during an exciting period of growth and transformation. 

The program highlighted Disney's significant impact across Florida, including $40.3 billion in statewide economic impact, more than $5 million raised for Florida wish kids through the Disney specialty license plate, 1 million VoluntEAR hours contributed by cast members over the last five years, and $37 million in financial and in-kind donations supporting nonprofits, schools, children's hospitals and other community organizations. 

Attendees also learned that one in every 32 jobs in Florida can be attributed to Disney, underscoring the company's role as a major economic driver and community partner throughout the state. Thank you to Joe Schott and the Disney team for sharing these updates and for Disney's continued investment in Central Florida!

In the News

Travel + Leisure: Orlando’s Mills 50 District Is a Michelin-recommended Asian Food Hub

Fox DC: Why & where to travel this Halloween

Michelin: The Best Food Cities in Florida, According to MICHELIN Guide

Facilities & Destinations: Walt Disney World Swan and Dolphin Becomes Largest Convention Hotel on US Eastern Seaboard