Between August and December, Visit Orlando has 17 campaigns running across eight countries, aimed at inspiring future Orlando visitation. The campaigns cover a variety of themes, key messages and audiences ranging from our destination brand campaigns in the U.S., Canada, UK, and Latin America, to a City Break campaign reaching Gen Z travelers and an upcoming Culinary-focused campaign.

For the U.S., our expanded fall out of state media campaign launched Aug. 31, adding TV, streaming TV and outdoor advertising to our always-on digital display, paid social and search. The campaign targets our top 10 source markets, including New York, Philadelphia, Boston, Chicago, Detroit, Minneapolis, Washington, D.C., Baltimore, Charlotte and Dallas. 

Along with continuing to target family and adult travelers with our brand campaign that focuses on the message of Moments in Between, which highlights the authentic connections that make Orlando experiences unforgettable, we're leaning into our passion segment campaigns. These include our City Break campaign aimed at Gen Z and younger Millennials seeking dining, nightlife and entertainment-focused getaways, and our new "Full of Surprises" Culinary campaign designed to inspire food lovers to experience Orlando's diverse culinary scene.

With Canada as our top international market, we're expanding our reach in Ontario and Quebec through our Moments in Between campaign. The expanded campaign launches on Sept. 28 in Toronto and Montreal adding TV advertising, streaming TV and outdoor advertising to our always-on digital display, paid social and search.  

In mid-November, we'll shift to our Winter Doesn't Exist campaign, which leverages the colder months to keep Orlando top of mind and inspire travel to our warm-weather destination during peak vacation-planning season.

These efforts complement additional media campaigns underway in international markets across Latin America and Europe, extending Orlando’s reach among travelers considering future vacations.

The goal of these campaigns are to increase consideration for Orlando, reach new audiences and drive fall and early holiday travel demand.

Visit Orlando Hosts 2026 Elevate MarCom Summit

This week, Visit Orlando welcomed agency partners from seven countries for the annual 2026 Elevate Marketing Communications Summit. Designed as a strategic planning workshop to ideate, align strategies, share market insights and serve as a destination immersion, the event brought together advertising, creative, social media and public relations professionals representing Orlando around the world.

As part of the event, Visit Orlando hosted a joint Marketing and Communications Committee meeting where the visiting agency partners presented updates from their respective markets. The group went on a tour of downtown and got to experience several different Orlando neighborhoods.

Team members also participated in a CSR activity assembling Kulture City Sensory Bags, resources given to neurodivergent individuals so that they can experience a variety of activities in the destination more comfortably.

Thank you to the many partners who helped showcase the destination and served as hosts throughout the week, including the Orange County Convention Center, Dr. Phillips Center for the Performing Arts, Hyatt Regency Orlando, ICON Park, Pointe Orlando, Disney Springs and several other organizations, destination restaurants and venues.

Data & Trends

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending September 12, 2026, was 59.3%, down 1% from the same week last year. Room-night demand trailed last year by 1.7%. The Average Daily Rate (ADR) for the week was $172.37, down 1% from last year.

Labor Day Weekend: The occupancy rate for the period was up 1.3%, and ADR was up 9.8% from last year’s Labor Day period. 

Visit Orlando Engaged!

Visit Orlando Builds Relationships At PCMA Partnership Summit

Visit Orlando recently participated in the 2026 PCMA Partnership Summit in Vancouver, Canada, joining more than 120 senior-level business events professionals and industry suppliers for three days of networking, educational sessions and relationship-building opportunities. The annual invitation-only event provided opportunities to strengthen relationships with existing customers, connect with prospective clients and engage in conversations about future business opportunities for Orlando.

During the Summit, Collette Johnson, Visit Orlando's national accounts director, highlighted Orlando's world-class meetings and conventions offerings and ongoing investments that continue to enhance the destination's appeal for business events.

Supporting Air Service Growth With Azul Airlines

Visit Orlando partnered with Azul Airlines on a sales incentive program designed to help drive demand and support continued air service growth between Brazil and Orlando. The initiative rewarded top-performing tour operator partners and travel advisors with an immersive Orlando experience, including visits to Walt Disney World Resort, Universal Orlando Resort and other destination attractions, accommodations and experiences that help make Orlando a favorite destination among Brazilian travelers. The program further strengthened participants' knowledge of the destination, with 100% travel advisors and tour operators completing the Orlando Travel Academy Certification. 

Power Lunch Spotlight’s Visit Orlando’s Magical Dining

More than 120 Visit Orlando members gathered Sept. 9 at Rodizio Grill Brazilian Steakhouse for a Power Lunch highlighting Visit Orlando's Magical Dining®, presented by Orlando Health. The event brought together hospitality and tourism professionals to learn more about the program's impact on local restaurants and the community.

This month's event featured Silvia Haas, co-founder of OCA (Opportunity, Community, Ability), Visit Orlando's Magical Dining's 2026 primary charity beneficiary. Haas shared the story behind OCA and its mission to empower individuals with autism and other developmental differences while supporting their families.

Since 2009, Visit Orlando's Magical Dining has raised more than $3.3 million for local nonprofits. Through Sept. 30, every participating meal benefits OCA and supports $3,000 grants for nonprofits in each of Orange County's six commission districts. Make reservations at OrlandoMagicalDining.com.

Hotel Beauden Celebrates New Chapter In Downtown Orlando

Hotel Beauden, formerly the Grand Bohemian Orlando, celebrated its official opening with a ribbon cutting ceremony on Sept. 15, marking a new chapter for the iconic downtown property. The 25-year-old hotel recently transitioned to Hotel Beauden, an Autograph Collection property by Marriott, inspired by Orlando's nickname, "The City Beautiful."

Visit Orlando's Senior Legal Counsel & Vice President of External Affairs Stan Rubins joined Orlando Mayor Buddy Dyer, District 6 Commissioner Bakari Burns, District 5 Commissioner Shan Rose and Hotel Beauden General Manager Benjamin McCarney for the ceremony. The celebration featured a performance by the Jones High School Tigers marching band. Congratulations to the Hotel Beauden team on this exciting milestone for downtown Orlando.

Magnolia Avenue Reopens As Two-way Street In Downtown Orlando

City leaders recently celebrated the transformation of Magnolia Avenue in Downtown Orlando, converting the corridor from one-way to two-way travel and adding on-street parking to improve access to nearby arts, cultural and dining destinations.

The project enhances connectivity to venues including Dr. Phillips Center for the Performing Arts, Orlando Public Library, Orange County Regional History Center and CityArts, making it easier for residents and visitors to explore local restaurants and small businesses. Leaders shared that the improvements will help bring new energy to the corridor and further support a vibrant downtown experience.

Brazil Independence Day Celebration

Visit Orlando recently joined business, government and community leaders at Orlando City Hall for a celebration of Brazil Independence Day, hosted by the Central Florida Brazilian American Chamber of Commerce (CFBACC) and the Consul General of Brazil in Orlando. The event recognized Brazil's rich culture and the strong ties between Brazil and Central Florida, with remarks from community leaders and elected officials, including Congressman Maxwell Frost. 

As one of Orlando's top international visitor markets, Brazil continues to play a vital role in the destination's tourism industry and economy. The celebration provided an opportunity to strengthen relationships, foster collaboration and highlight the cultural connections that help make Orlando a welcoming destination for visitors from around the world.

I-Drive Chamber Luncheon Highlights Disney Projects And Attractions

Visit Orlando team members recently joined hospitality and tourism professionals at the I-Drive Chamber Luncheon at Disney's Yacht & Beach Club Convention Center. Attendees heard from Eric Watkins, Director of Travel Industry Sales & Marketing, who shared updates on new and upcoming experiences across Walt Disney World Resort and The Walt Disney Company.

Highlights included updates on attractions and projects such as Buzz Lightyear's Space Ranger Spin, Big Thunder Mountain Railroad, Frozen Ever After, and new experiences coming to Disney's Animal Kingdom. The luncheon also provided valuable networking opportunities and insights into developments enhancing Orlando's tourism offerings. Watch a recap of the luncheon here.

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