Visit Orlando positions local talent alongside its sales and marketing efforts to show—not just tell—what makes our destination distinct.

At industry events, media missions and client activations, we intentionally bring Orlando-based artists, chefs and performers into other markets. The goal is to give media, meeting planners and decision-makers a firsthand experience of the destination, using the people who shape it every day.

Poet, author and educator Shawn Welcome is one example. As the City of Orlando’s poet laureate from 2021 to 2025, he has performed original work commissioned by Visit Orlando at major industry events, including PCMA Convening Leaders and U.S. Travel Association’s IPW. These performances have put Orlando’s story in front of thousands of global meeting professionals, media and buyers in a way traditional presentations cannot.

Culinary talent supports that same strategy. At IPW, author Pam Brandon introduced international media to Orlando’s dining scene through our destination cookbook, Orlando’s Kitchens.

Chefs extend that reach in market. Chef Lordfer “Lo” Lalicon of Kaya joined a media mission in Toronto and Montréal, connecting with nearly 40 media and influencers. Chef Wendy Lopez of Reyes Mezcaleria participated in a media mission in Mexico City, engaging more than 50 publications. Through live demonstrations and direct engagement, they positioned Orlando as a culinary destination with depth and diversity.

This approach extends to entertainment at our events. When Visit Orlando hosts clients and media in other cities, we intentionally feature Orlando-based musicians and performers. Working with United Arts of Central Florida for recommendations, we showcase local talent, including artists such as Live Hart, Randy Ryals and The Gerry Williams Band. These performances reinforce the authenticity of our destination and provide a live connection to Orlando’s creative community.

We also incorporate interactive visual arts to deepen engagement. At a recent trade show, artist Meredith Sands invited attendees to create handcrafted pieces to take home, turning a brand interaction into a tangible experience.

Feedback from industry audiences underscores the impact. One journalist described a Visit Orlando event at IPW as a standout experience, noting that hearing from an Orlando-raised Broadway performer added a personal dimension that set the destination apart and made its story more relevant to their audience.

By consistently integrating local talent into global-facing activations, Visit Orlando delivers a more complete and differentiated view of the destination. It is a strategic approach that strengthens brand perception, supports local businesses and contributes to demand for travel to Orlando.

SPORTYS Awards Recognize Regional Leadership In Sports Tourism

Visit Orlando and regional partners were recognized among Central Florida’s top sports business professionals at the Greater Orlando Sports Commission’s SPORTYS Awards on June 17. The program honors leaders who help position our destination as a leading sports destination and drive economic impact.

I am so humbled to have accepted the Chairman’s Award of Excellence on behalf of Visit Orlando. This award is the work of an entire team and the many people and partners who make Orlando a premier sports destination. I’m grateful to be part of that effort, and this recognition belongs to the team and partners across our region who make it possible every day.

From Olympic trials and international soccer matches to bowl games and youth competitions, these events bring visitors who stay in our hotels, dine in our restaurants and explore our attractions. They also create experiences for residents and future athletes, supporting the local economy and contributing to our community.

Congratulations to Maria Triscari, president and CEO of the International Drive Resort Area Chamber of Commerce and a Visit Orlando board member, on receiving the Sports Tourism Alliance Award, and to Jarrod Dillon, president of business operations for Orlando City and Orlando Pride and Visit Orlando board member, on being named Executive of the Year.

Data & Trends

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending June 13, 2026, was 69.2%, down 7.1% from the same week last year. Room night demand trailed last year by 6.7%. The Average Daily Rate (ADR) for the week was $200.90, up 1.1% from last year. 

Across the Industry

Orlando Named No. 1 Best Destination For A Staycation

Orlando has been named the No. 1 staycation destination in the U.S., according to a new WalletHub study. The report evaluated more than 180 cities across 41 indicators, including recreation, dining and affordability. The ranking is driven by an extensive range of experiences, such as amusement and water parks, nightlife, festivals, zoos and arcades. The recognition has drawn national attention, with coverage in People and Rolling Out.

In addition, Orlando was also ranked as a top Best U.S. summer travel destination for 2026 by WalletHub, highlighting water parks, boat tours, ice cream shops, coffee shops, shopping centers and spas. This study compared 100 of the largest metro areas in the U.S. across 41 indicators, and looked at travel costs and hassles, local costs, attractions, weather, activities and safety. 

Around the Destination

Register For Visit Orlando’s Industry Insights Forum

Visit Orlando’s Industry Insights Forum returns Aug. 5 at the Orange County Convention Center, bringing together tourism, hospitality, sales and marketing professionals for a day focused on what’s ahead—and how to prepare for it. Designed to support planning for the remainder of 2026 and beyond, the forum delivers executive-level insights on economic conditions, traveler behavior and market performance.

The General Session features Visit Orlando President and CEO Casandra Matej, followed by economist Dr. Anirban Basu, who will examine U.S. economic trends and emerging risks, and senior director of market research and insights Maria Henson, who will connect those trends to Orlando’s tourism outlook and traveler decision-making. 

Attendees also have access to interactive Learning Labs led by Visit Orlando subject matter experts, offering practical strategies on technology, sales opportunities, marketing strategies, destination experience initiatives, artificial intelligence and tourism research.

New this year, an Executive Insights Lunch will explore Gen Alpha, the next generation of travelers. In partnership with Razorfish, the session will examine how this generation is reshaping family decision-making, blending IRL and digital experiences and setting new standards for brand engagement. In addition, the session will unpack what makes Gen Alpha unique and outlines how you can future-proof your business offerings.

Register

Celebrating Juneteenth In Orlando

On June 19, we celebrate Juneteenth National Independence Day, highlighting Orlando’s Black American heritage through a range of cultural experiences across the destination. Events, performances and community celebrations offer meaningful ways for visitors and residents to reflect, learn and connect, while our Juneteenth blog, “Juneteenth in Orlando: Jubilant Events, History, Dining & More,“ serves as a resource for exploring everything from festivals and historic sites to Black-owned businesses and restaurants.

These efforts are supported by our Orlando For All Black American campaign, running from May to July. We partnered with popular media outlets, Bustle and Scary Mommy, to host creator Muneera Page (Instagram) and her family to create content in our destination, and to be shared via their outlets and Visit Orlando’s owned social channels. In addition, a Black Music Month collaboration with iHeartRadio extends campaign reach through radio placements in Houston, Philadelphia and New York.

Visit Orlando Engaged!

Visit Orlando Joins Regional Leaders At Rehmann Summit

This week, Visit Orlando joined regional business leaders at the Rehmann Summit, a business education and networking conference hosted by Rehmann, a national accounting, consulting and advisory firm. The session focused on building stronger communities in Central Florida, including how organizations can advance impact through volunteerism, partnerships and social responsibility.

I participated in a panel discussion alongside Adam Wonus, co-founder of Atrium Management, and Dr. Faye Tydlaska, vice president for enrollment at Rollins College. The conversation explored key themes shaping the region, including community impact and leadership, challenges facing Central Florida and the importance of cross-sector collaboration to support future growth.

One key discussion point highlighted tourism’s role in long-term community development across Central Florida. The industry drives demand across sectors, from health care and transportation to education and small businesses, while creating jobs and opportunities throughout the ecosystem. This impact helps strengthen the region’s overall quality of life.

Visit Orlando Attends U.K. Media Getaway Event

Visit Orlando’s U.K. PR agency, FINN Partners, attended Travel Connection Group’s Media Getaway, held June 15-17 in Newcastle, U.K. The three-day event brought together more than 90 media and content creators, with the team meeting outlets including The Sun, The Sunday Post, The Irish Daily Mail and The Daily Telegraph. Participation in events like this ensures ongoing, meaningful engagement with key media, supporting the development and pitching of timely story opportunities.

In the News

Southern Living: 16 Florida Day Trips Locals Love For A Quick Getaway

ConventionSouth: Visit Orlando names Jessica Sibley senior director of convention sales

Travel + Leisure: 25 Best Girls Weekend Getaways Around the World

People: This U.S. City Was Named the Best Destination for a Staycation — and It’s Not in New York or California

Premier Guide Miami: Orlando Kicks Off a Summer of Global Soccer, Fan Experiences and Championship Events