As the FIFA World Cup 2026™ kicks off in North America, Visit Orlando is leveraging the global spotlight to position Orlando as a premier companion city for fans traveling throughout the region. Featuring 48 teams competing in 104 matches from June 11 to July 19, this is the largest tournament in FIFA history and is expected to drive significant visitor activity across the continent.

To capture that opportunity, Visit Orlando launched a three-phased, integrated marketing campaign spanning digital advertising, public relations and social media, all driving to VisitOrlando.com/soccer. The dedicated landing page serves as a central hub for World Cup-themed events, member offers and destination inspirations, generating more than 1.3 million pageviews to date.

In phase two, we activated around the Road to 26 matches in all the cities, including in Orlando during matches featuring Colombia and Brazil against Croatia respectively. The effort brought media and influencers to Orlando to experience our soccer culture firsthand and share trip-planning inspirations. Among them was Brazilian influencer @luccamaciel_, who showcased Orlando's vibrant watch-party atmosphere and destination experiences to a global fan base. 

Starting this afternoon at Pointe Orlando, the Orlando Soccer Celebration presented by Verizon will bring the tournament to life, with viewings of all matches, live music, global foods, fan zones and appearances from Orlando City and Orlando Pride players, creating a festival-like atmosphere for locals and visitors alike.

During select dates, Visit Orlando will host a high-visibility fan zone activation designed to engage attendees and provide relief from the summer heat. The interactive “Orlando Built for Fans” experience will give visitors a place to recharge and connect with the destination while still taking in the match-day atmosphere.

Together, these efforts extend the FIFA World Cup’s reach into Orlando.

Data & Trends

April 2026 Travel Insights & TDT Collections

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending June 6, 2026, was 63.9%, down 3.5% from the same week last year. Room night demand trailed last year by 3.1%. The Average Daily Rate (ADR) for the week was $198.40, up 5.3% from last year.

Across the Industry

Engaging MPI North Florida Planners

On June 9, Visit Orlando engaged with Meeting Professionals International (MPI) North Florida during its June Brunch event, bringing together approximately 40 planners and suppliers from the greater Jacksonville and Gainesville areas. MPI is the largest global association for meeting and event professionals, connecting and supporting industry leaders worldwide.

Serving as emcee, Lisa Messina, our chief sales officer, positioned Visit Orlando as an industry expert in the meetings and conventions space, facilitating roundtable discussions on eight key topics and trends impacting organizers today. The interactive format provided opportunities for peer exchange and practical insights, reinforcing Orlando’s leadership role in supporting evolving meeting and event needs.

Around the Destination

Inaugural Tourism Impact Initiative

Visit Orlando joined the inaugural Tourism Impact Initiative, a new nine-month leadership and education program developed by the Hispanic American Professional & Business Women’s Association Foundation. Held June 11 at Sixty Vines in Dr. Phillips, the event convened industry and community leaders to explore how tourism supports economic development, entrepreneurship and workforce pathways across the region.

Jacky Schottmiller, Visit Orlando’s director of public relations, represented the organization on a panel, sharing perspective on leadership, education and workforce development, as well as tourism’s broader role in economic competitiveness and community impact. The discussion even highlighted how the tourism industry is a tool for strengthening neighborhoods. She also shared a goal of spreading awareness and opportunity across the entire region, especially at a time when travelers are becoming more interested in seeing local neighborhoods and learning more. Visit Orlando’s approach is telling the full story of our destination — dining, arts and culture, sports and more.

IAAPA Expo Returns To Orlando

Our team met with representatives of the International Association of Amusement Parks and Attractions (IAAPA) ahead of this year’s IAAPA Expo to align on event planning and opportunities to showcase our destination on a global stage. The Expo returns to the Orange County Convention Center in November, drawing more than 43,000 attendees worldwide across five days. As the largest trade show for the attractions industry—including theme parks, water parks, zoos, aquariums, resorts and more—the event brings together operators, suppliers and developers to test new technologies and advance future projects.

United Arts Of Central Florida Annual Celebration

On June 10, United Arts of Central Florida hosted its Annual Celebration at Full Sail Live in Winter Park, bringing together professionals, regional arts leaders and supporters. During the celebration, the organization highlighted continued growth of the Collaborative Campaign for the Arts, powered by 45 local arts, science and history organizations. This year’s campaign generated more than $12 million, leveraged into a $13.25 million investment in Central Florida’s arts and culture sector. 

United Arts also underscored its broader regional impact, including investments in artists and organizations, audience development through ArtsInOrlando.com and expanded access through arts education and creative aging programs. 

Visit Orlando Engaged!

New York Client Event Highlights Orlando’s Meetings And Experiences

Visit Orlando’s New York client event, on June 4 drew more than 100 attendees from New York, New Jersey and Connecticut, engaging senior-level event professionals in industry discussion and networking. Visit Orlando, alongside 30 members, shared updates on our destination for meetings and events, along with information on the many resources we provide planners to connect them with businesses throughout our destination to create memorable and impactful events.

Media Mission Expands Presence In Mexico

Visit Orlando strengthened its presence in Mexico through a four-day media mission designed to deepen relationships with consumer and trade outlets, as well as influencers. The team connected with more than 50 publications through a mix of media brunches, presentations, radio interviews and one-on-one meetings, focusing on timely storylines including new theme park experiences, summer offerings and major global events such as the FIFA World Cup 2026. The media mission also highlighted Orlando’s growing recognition as a culinary destination and our continued visitation momentum from Mexico.

A culinary component added depth to the storytelling, with Chef Wendy Lopez of Reyes Mezcaleria and Sparrow preparing signature dishes while sharing her perspective on Orlando’s emergence as a welcoming, globally influenced food scene.

The mission also showcased Visit Orlando’s vacation planning tools through interactive demonstrations, including personalized itinerary sessions for Spanish-speaking audiences. These in-market engagements continue to generate media coverage and position Orlando as a dynamic, year-round destination for Mexican travelers.

Visit Orlando, Walt Disney World Resort Collaborate On Summer Influencer Initiative

Visit Orlando partnered with Walt Disney World Resort on a social media content initiative designed to inspire and drive domestic summer visitation, hosting two family-focused influencers alongside three local content creators on a multi-day Orlando FAM.

Influencers @KierstenBrookeTravels and @adventuresofatwinmom generated dedicated social content showcasing Orlando as a well-rounded family destination—highlighting Disney’s Cool KIDS’ SUMMER and new and reimagined attractions—while also capturing a range of attraction experiences throughout the destination including Crayola Experience, Gatorland, Wild Florida and ICON Park.

Complementing these efforts, local content creators produced engaging, family-centered content for Visit Orlando’s owned channels, further amplifying Disney’s Cool KIDS’ SUMMER offerings to drive last-minute travel to the destination.

PRSA Travel & Tourism Conference

Public Relations Senior Manager Dipika Hernandez attended the PRSA Travel & Tourism Conference in Albuquerque, N.M., where she connected with travel media and destination peers and participated in sessions on storytelling strategies and emerging media channels. Topics included budget travel, culinary travel, sports tourism, data-driven pitching and platforms such as podcasts and Substack, along with an editors’ panel featuring leadership from Travel + Leisure, Condé Nast Traveler and Afar. By attending events like these, Visit Orlando strengthens industry relationships and gains insights into trends for how we position the destination across different media outlets.

In the News

Exhibit City News: Visit Orlando Names Jessica Sibley Senior Director of Convention Sales

Central Florida Lifestyle: The Ultimate Guide to Central Florida’s MICHELIN Guide Restaurants

Allegiant nonstoplife: Blue Man Group Makes Their Long-Awaited Return To Orlando (pg. 47)

Dapper (Mexico): Orlando Beyond the Parks: Reasons to Return in 2026

Hello Vancity (Canada): Where to Splurge and Where to Save in Orlando’s 2026 MICHELIN Guide