With Canadian visitors representing Orlando’s No. 1 international market, Visit Orlando has been closely tracking travel trends, and the latest data shows a promising shift.
New data from XBorder Canada’s August 2025 travel intentions survey reveals early signs of renewed interest among Canadian travelers in visiting the U.S. The survey, conducted monthly by XBorder Research Group, tracks sentiment and travel plans across U.S. states and cities, offering valuable insights into shifting demand.
This follows a period of uncertainty driven by affordability, policy concerns and shifting sentiment. However, the update reveals encouraging momentum, especially among younger travelers, signaling a timely opportunity for U.S. destinations to re-engage with Canadian audiences through targeted, experience-driven messaging.
Key Takeaways from the Survey:
Travel Intentions Hit Bottom, Show Uptick: In August 2024, 25% of Canadians were “very likely” to visit the U.S. in the next 12 months. By July 2025, this dropped to 12.6%, but August 2025 saw a slight rebound to 13.7% — the first positive uptick since October 2024.
Impact on U.S. Tourism: Canadian visits to the U.S. through June 2025 are down 17.7% year-over-year. That’s 1.74 million fewer overnight visits compared to the same period in 2024. Still, Canadian overnight visits remain 3.2 times larger than the top 20 overseas countries combined.
Why Travel Has Slowed: Key deterrents include political concerns (60.8%), boycotts tied to U.S. tariffs (56.6%), “51st State” rhetoric (46.1%), cost, price and exchange rates (44.7%), border hassle (37.6%) and crime and safety concerns (23.4%).
Who’s Still Traveling: Millennials are leading the way. Travelers aged 25–39 make up the largest cohort planning U.S. trips (37.5%), followed by those 40–54 (24.6%).
An example from Visit Orlando’s campaign creative running in Canada this fall.
What Visit Orlando Is Doing
Earlier this year, we launched a spring campaign focused on Canadian families with children, a group less affected by political and economic concerns. Since then, we’ve kept a steady presence in key provinces — Ontario, Quebec and Alberta — through digital ads, search and social media.
This month, we kicked off our fall/winter campaign, running from Sept. 8 to Dec. 15, to encourage travel to Orlando in 2026. The campaign includes:
TV and streaming ads in Ontario and Quebec
Digital ads timed with Canada’s peak travel planning season
Partnership with Air Miles, a major loyalty program in Canada
New creative that highlights the emotional, unexpected moments that make Orlando vacations unforgettable
In addition, the Public Relations team just hosted a Canadian influencer trip, and our Trade team in Canada has a full schedule of agent trainings. We will also be doing a cooperative campaign with Air Canada Vacations, as well as a Travel Industry Sales mission to Canada in the fourth quarter. This effort reflects our commitment to growing tourism from Canada and supporting the broader Central Florida economy.
Data & Trends
Weekly Hotel Metrics
Metro Orlando’s hotel occupancy rate for the week ending September 13, 2025, was 60.7%, down 1.6% from the same week last year. The average daily rate for the week was $172.80, down 1% from last year. Room night demand surpassed last year by 0.2%.
Across the Industry
IAB AI In Advertising Use Case Map
The Interactive Advertising Bureau (IAB) recently released the AI in Advertising Use Case Map, a new resource designed to clarify how artificial intelligence is reshaping the marketing and media value chain. Developed with industry leaders, the map organizes real-world AI applications by category, maturity and description — helping organizations benchmark adoption, identify capabilities and inform strategic planning.
This initiative is especially relevant as Visit Orlando continues exploring how AI can enhance creativity, personalization and performance in travel marketing. Tim Megginson, our vice president of digital and data strategy, contributed to the committee behind the map’s development, helping ensure the travel sector is part of the national conversation. We’re excited to keep learning from emerging AI initiatives that are shaping the way we connect with travelers and tell Orlando’s story.
Around the Destination
La Luce® restaurant at Signia by Hilton Orlando Bonnet Creek
Visit Orlando's Magical Dining Underway
There’s still time to participate in Visit Orlando’s Magical Dining, presented by Orlando Health. Through Sept. 30, diners can enjoy three-course prix fixe menus for $40 or $60 at more than 160 restaurants across Central Florida — including 24 new additions, 15 MICHELIN Guide-recognized spots and special edition dishes at select locations. This year’s program also features Visit Orlando Magical Nights, pairing dining with exclusive hotel offers at more than 20 Orlando properties.
Every meal supports a cause, with $1 from each $40 menu and $2 from each $60 menu benefiting REED Charitable Foundation, focused on ending the literacy crisis through accessible educator training. Visit Orlando will also award $3,000 donations to nonprofits in each of Orange County’s six commission districts. Browse menus and book reservations at OrlandoMagicalDining.com.
Conrad Orlando at Evermore
New AAA Five Diamond Hotel
Conrad Orlando at Evermore has officially joined the ranks of some of Florida’s most elite hotels, earning the AAA Five Diamond designation — a first for Hilton’s Conrad brand worldwide. This honor places Conrad Orlando alongside The Ritz-Carlton Orlando, Grande Lakes and Four Seasons Resort Orlando at Walt Disney World Resort, making Orlando home to three Five Diamond hotels.
AAA’s rigorous evaluation process includes unannounced, in-person inspections, anonymous overnight stays and expert panel reviews, with annual re-evaluations to ensure continued excellence. This recognition reinforces Orlando’s reputation not only as a destination for unforgettable fun, but also for elevated, indulgent escapes. It’s a powerful reflection of our region’s commitment to delivering world-class hospitality.
L to R: Orange County Mayor Jerry L. Demings and Pamela Nabors, CareerSource Central Florida president and CEO.
Celebrating Workforce Success
CareerSource Central Florida held its signature event, Rise & Thrive, at the Winter Park Events Center on Sept. 16, bringing together regional leaders, workforce champions and community partners to celebrate the power of career development and economic opportunity. Congratulations to the individuals and organizations honored for their outstanding commitment to strengthening our community — including Orange County Mayor Jerry L. Demings and tourism partners like Walt Disney World, recognized for their leadership in creating meaningful career pathways across Central Florida.
Visit Orlando Engaged!
Jamie Dozier, REED Charitable Foundation’s chief operating officer, speaks at Visit Orlando‘s Power Lunch celebrating Visit Orlando’s Magical Dining.
Power Lunch Highlights Magical Dining's Impact On Local Charities
Visit Orlando hosted a Power Lunch in celebration of Visit Orlando’s Magical Dining, presented by Orlando Health, held at Divina Carne Orlando. These lunches provide valuable opportunities for Visit Orlando members and attendees to stay informed, build relationships and learn how both Visit Orlando and the tourism industry support our community.
Brandon Dodrill, Visit Orlando’s manager of membership, shared updates on this year’s program, while Kristin Westover, Visit Orlando’s director of external affairs and community relations, spoke about the charity component and the history of donations to local nonprofit organizations. Since 2009, Visit Orlando’s Magical Dining has raised nearly $3 million for organizations, including REED Charitable Foundation (2025 charity beneficiary), The Lifeboat Project, iDignity, Pathlight HOME, The Mustard Seed of Central Florida and many more.
Visit Orlando hosts 40 clients at a Texas Rangers–Houston Astros game at Globe Life Field as part of a Texas client mission, a proven draw for generating business to Orlando.
Showcasing The Destination To Drive Future Business
To maximize and generate new business opportunities, Visit Orlando recently traveled to key markets with Visit Orlando member organizations to host client events. These events help leverage unique experiences to drive strong attendance from key accounts, deepen client relationships and create future opportunities for Visit Orlando, our members and Orange County.
Visit Orlando team members with clients at a West Coast client event to promote the destination and drive future business to Orlando.
Recent Market Engagements
Texas Client Events: In Dallas, Visit Orlando hosted 40 clients at a Texas Rangers vs. Houston Astros game at Globe Life Field — a proven draw for our Texas market. In Austin, we welcomed 20 Conference Direct clients and Visit Orlando members for a rooftop lunch and networking at Nido at the Loren Hotel, followed by an interactive cooking class and dinner at Sur La Table. Attendees represented nearly $3 billion in future potential business.
West Coast Client Event: Visit Orlando hosted more than 20 clients from the San Francisco Bay Area at The Ritz-Carlton in Half Moon Bay, along with five Visit Orlando members. The setting encouraged networking across all market segments — citywide, pharmaceutical, third-party, association and corporate. Attendees represented more than $338 million in future potential business.
These strategic activations are vital to driving visitation to Orlando and connecting with both new and existing clients. They showcase the unbelievably real experiences found only in our destination and help keep Orlando as a top choice for meetings and conventions.
L to R: Visit Orlando staff and Communications Committee members gathered at a reception hosted by Art Smith’s Homecomin’ Kitchen following their third quarter committee meeting.
Visit Orlando’s Communications Committee held their third quarter meeting at Team Disney with a reception following at Art Smith’s Homecomin’ Kitchen at Disney Springs. Visit Orlando provided updates on programs to date and gave a preview of the 2026 key strategies and priorities. Visit Orlando’s Sr. Director of Social Media & Content, Adeta Gayah, and Sr. Manager of Public Relations, Amy Rodenbrock, presented our organization’s approach to content creators and influencers, and the discussion focused on learnings and best practices. In addition, the team brainstormed initiatives for 2026, including how to position Orlando to attract visitors for the World Cup Games and America’s 250th anniversary celebrations.
Visit Orlando attends Valencia College’s 2025 Red, Black and Boundless Gala at EPCOT® World ShowPlace Pavilion, supporting career pathways that help keep Orlando’s workforce and students future-ready.
Valencia College hosted its 2025 Red, Black, and Boundless Gala on Sept. 13 at EPCOT® World ShowPlace Pavilion, honoring the achievements of its students and alumni and the college’s role in shaping Central Florida’s workforce and prosperity. Visit Orlando was proud to support this event, which raises funds to advance Valencia’s mission and strategic priorities. Supporting career pathways like these helps ensure our destination and students remain future-ready.
