As we step into 2026, Visit Orlando is embracing a powerful theme: ELEVATE — elevating how we think, work, support each other and lead to deliver unforgettable experiences for millions of travelers. This commitment reflects Visit Orlando's mission to inspire, promote and grow global travel to Orlando for economic and community benefit.

This February marks a milestone as I will celebrate five years at Visit Orlando. Together with our partners and community leaders, we’ve strengthened Orlando’s reputation as a best-in-class destination marketing organization and earned recognition for innovation and impact. A few standouts from last year included:

• Meetings Leadership: Orlando maintained its position as the No. 1 meetings destination and broke ground on the Orange County Convention Center’s Grand Concourse Expansion.
   
• Marketing Performance: The “Give the Gift of Memories” holiday campaign generated 49 million impressions, driving early‑year visitation and bookings with strong partner integrations.
   
• Industry Visibility: Orlando secured major events for 2026 like Florida Huddle and Florida Encounter, as well as Event Leaders Exchange bringing nearly 100 global heads of events representing major corporations.
   
• Global Reach: Through more than 450 educational events and training over 40,000 travel advisors worldwide, Orlando strengthened its presence across international markets in travel industry sales.

These achievements reflect the strength of our more than 1,600 member companies and the partnerships that make Central Florida’s tourism community thrive.

Building on this momentum in 2026, strategic leadership will play a key role in shaping what’s ahead. Visit Orlando’s 2026 board of directors, led by Barb Bowden, area managing director of ops at Loews Hotels at Universal Orlando, will help Visit Orlando continue to drive progress and ensure that our strategy reflects the diversity and strength of our destination.

In welcoming the 2026 board, we also recognize those who have helped pave the way. Thank you to the following outgoing Ex-Officio Directors who have given their dedication and service generously:

• Karen Irwin, Universal Orlando Resort
• Gerald Hector, University of Central Florida

As Ex-Officio Directors, this means that their organizations remain part of Visit Orlando's Board. We’re pleased to share two new Ex-Officio Directors:

• Dr. Alexander Cartwright, President, The University of Central Florida
• Greg Kaiser, SVP of Business Development, Universal Destinations & Experiences

Additionally, Visit Orlando’s board voted to add one additional Ex- Officio Director position. We welcome to the board:

• Maria Triscari, President & CEO, International Drive Resort Area Chamber of Commerce

We’re excited for these exceptional community leaders to bring their insights and experience to Visit Orlando’s board of directors as we continue to elevate our destination.

Visit Orlando’s full board of directors for 2026 is as follows:

Executive Committee:

• Barb Bowden, Chair, Area Managing Director, Ops, Loews Hotels at Universal Orlando
• Paul S. Mears III, Chair-Elect, President, Hello! Destination Management Company
• Terry Prather, Past-Chair, Chair of Dr. Phillips Charities
• Atish Shah, Secretary/Treasurer, EVP & CFO, Xenia Hotels & Resorts
• Charlie Freeman, President of Business Operations, Orlando Magic
• Claudia Menezes, Vice President, GoPegasus
• Casandra Matej, President & CEO, President & CEO, Visit Orlando

Elected Directors:

• David Buckalew, Business Owner, Buckalew Hospitality, LLC
• John de Armas, President, Spectra Management
• Jarrod Dillon, President of Business Operations, Orlando City Soccer
• Jennifer Evins, President & CEO, United Arts of Central Florida
• Steven Jamieson, Corporate Director of Operations, The Forbes Company
• Chris Jaskiewicz, President & CEO, ICON Park
• David Lutz, President & CEO, Velvet Chainsaw Consulting
• Chris Mueller, General Manager, Hilton Orlando
• Marc Reicher, Executive Vice President/Florida Partner, RIDA Development Corporation
• Sean Verney, Area General Manager, Walt Disney World Swan and Dolphin Resort

At-Large Directors:

• Brian Comes, Vice President of Field Operations, Americas, Hyatt Hotels Corporation
• Dan Giordano, Vice President of Corporate Planning and Development, Rosen Hotels & Resorts
• Trina Gregory, Owner, Se7en Bites
• Erick Hawkins, Chief Administrative Officer, Orlando Health
• Anne-Marie Hayward, Market President & Publisher, Orlando Business Journal

Ex-Officio Directors:

• Robert Agrusa, President & CEO, Central Florida Hotel & Lodging Association
• Adam Babington, Vice President of External Affairs, Walt Disney World
• Brooke Bonnett, Interim Deputy Chief Administrative Officer, City of Orlando
• Dr. Alexander Cartwright, President, University of Central Florida
• Brad Gilmour, Park President, Aquatica and Discovery Cove
• Tim Giuliani, President & CEO, Orlando Economic Partnership
• Roseann Harrington, Chief of Staff, Office of the Mayor, Orange County Government
• Greg Kaiser, SVP of Business Development, Universal Destinations & Experiences
• Lance Lyttle, CEO, Greater Orlando Aviation Authority
• Mark Tester, Executive Director, Orange County Convention Center
• Maria Triscari, President & CEO, International Drive Resort Area Chamber of Commerce

County Appointed Ex-Officio Directors:

• Evelyn Cardenas, President & CEO, Central Florida Auto Dealers Association, Inc.
• Nicole Wilson, Commissioner, District 1, Orange County Government

General Counsel:

• William T. Dymond, Chairman, Lownde

View the 2026 Visit Orlando Board of Directors 

I’m eager to work alongside Barb and our 2026 board of directors to elevate the work Visit Orlando does each day on behalf of our entire community. Happy New Year!

Data & Trends

November 2025 TDT Collections

Tourist Development Tax (TDT) collections received by Orange County for the November 2025 TDT collection month were $34,563,900. That is an 8.7% increase compared to November 2024. Orlando’s Hotel Occupancy rate in November trailed last year by 0.5%, settling at 72%. Room demand, however, increased by 1.5% due to the increase in hotel inventory.

The Average Daily Rate (ADR) for Orlando hotels was $194.80, a 4% increase from the previous year. The Orange County Convention Center reported that Citywide event attendance grew 70% from last year thanks to several large events such as IAAPA, NAEYC’s Annual Conference, the DEMA Show and the Cheney Brothers Food Tradeshow. Short term rentals for Metro Orlando saw a substantial 19% increase for Demand compared to last year, but ADR fell by 3%.

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending January 3, 2026, was 79.0%, down 1.1% from the same week last year. Room night demand surpassed last year by 0.3%. The average daily rate (ADR) for the week was $242.70 which was up 5.9% from last year. Orlando’s occupancy rate and ADR surpassed both the national and Florida averages.

Across the Industry

Lisa Messina Reappointed To MPI International Board

For the fourth year, Lisa Messina, Visit Orlando’s chief sales officer, will serve on the Meeting Professionals International (MPI) International board of directors for 2026. MPI, the largest global association for the meeting and event industry, sets the strategic vision for advancing business events worldwide and provides governance oversight for its 12,000 members across 75 countries. This appointment is an important opportunity for Visit Orlando to represent the destination with this critical audience.

Around the Destination

Orlando Scores Big with International Soccer This March

Bringing global attention and visitors to our destination, Orlando will host two major international soccer matches this March as part of the Road to 26 series leading up to the FIFA World Cup 2026™. Camping World Stadium will welcome Colombia vs. Croatia on March 26 and Brazil vs. Croatia on March 31 — an exciting rematch of their 2022 World Cup quarterfinal.

These matches spotlight Orlando’s role as a gateway for international sports tourism, creating opportunities for local businesses and showcasing our city’s ability to deliver world-class experiences. With fans traveling from across the globe, the events strengthen our position as a top destination for major events and help drive economic impact throughout Central Florida. Tickets go on sale Jan. 13 at RoadTo26.com.

As we look ahead to the FIFA World Cup 2026™, our efforts continue to position Orlando as a dynamic hub for sports tourism — creating opportunities to attract global audiences and showcase why our destination is the ultimate place to pair sports with unforgettable experiences.

Visit Orlando Partners on Mural Installation Showcasing Local Talent

ICON Park is adding a bold new layer of creativity to Orlando’s entertainment district with the launch of Art Way, a large-scale mural installation developed in partnership with Visit Orlando and several ICON Park venues. Stretching more than 140 feet, the multi-panel mural celebrates Orlando’s spirit and imagination through works by standout local artists, including Alejandro “Revel” Ruiz, Tiffany Ramos, Kristi Burke, Olivia Stafne, and Susanne Kling.

Visit Orlando’s “Unbelievably Real” mural, designed by Orlando-based artist Clark Orr, highlights the region’s iconic attractions and cultural touchpoints. The full installation will be unveiled mid-January, adding another reason for visitors to explore ICON Park.

Blue Man Group To Debut at ICON Park

Blue Man Group will open its new Orlando show at ICON Park on May 1, with tickets available starting Jan. 16. The production will feature classic routines and new material exclusive to Orlando, performed in a custom-built 500-seat theater near the Orlando Eye. This addition strengthens our destination’s entertainment portfolio and offers another compelling reason for visitors to choose Orlando. Visit Orlando will continue to promote this exciting development as more updates unfold, ensuring travelers know about this world-class experience. By showcasing attractions like Blue Man Group, we keep Orlando top of mind for leisure and group travel and highlight our city’s reputation as a hub for innovative live entertainment.

Support the 16th Annual OCPS Culinary Competition

Orange County Public Schools will host its 16th annual Culinary Competition on Jan. 29 at the Orange County Convention Center’s West Concourse. This event helps cultivate the next generation of culinary professionals, and your involvement can make a difference. Volunteer, assist with event logistics, lead a student workshop or showcase your organization with an information table or culinary demonstration. Sponsorship opportunities are also available.

Visit Orlando Engaged!

Orlando Wraps Up a Winning Bowl Season

Orlando closed out 2025 with an exciting bowl season reinforcing our reputation as a premier sports destination. From the StaffDNA Cure Bowl to the Pop-Tarts Bowl and Cheez-It Citrus Bowl at Camping World Stadium, thousands of fans traveled from across the country to experience world-class college football in the heart of our city. These marquee matchups not only delivered unforgettable game-day excitement but also generated significant economic impact for our region, driving hotel stays, dining and attractions during a key travel period.

A big highlight for me was my Texas Longhorns' big win over Michigan in the Cheez-It Citrus Bowl! The bowl game finished as the most-watched non-playoff College Football game of the entire bowl season. The matchup averaged 9.1 million viewers on ABC and peaked at approximately 15 million viewers, marking the Citrus Bowl’s highest television audience since the 2019 season. Learn more here.

Visit Orlando leveraged these events through integrated campaigns like “Come for the Game, Stay for More Fun,” encouraging fans to extend their visits and explore everything Orlando offers beyond the stadium. We also hosted key clients, building stronger partnerships while showcasing Visit Orlando and our destination’s ability to host large-scale events.

In The News

USAE: Orange County Convention Center celebrates expansion groundbreaking

USA TODAY: 10 incredibly cool ice restaurants and bars to visit this winter

AARP The Girlfriend: 4 best sober bars in America that are oh-so fun

Catraca Livre (Brazil): Orlando, the destination where the magic of cinema comes to life

Metro UK: 2026’s most surprising travel trends revealed – from ‘uninhibited’ holidays to ‘chronocations’

Travel + Leisure: These are the 15 most affordable U.S. cities to fly to in 2026