Last week, Visit Orlando and the Orlando Magic teamed up for a dynamic showing at the NBA Global Games in Berlin and London, joining forces to spotlight Orlando on one of basketball’s biggest international stages. Together, we connected with thousands of fans, partners and travel decision‑makers — turning two global cities into vibrant touchpoints for sharing the Orlando story.

Visit Orlando served as the official presenting sponsor of Magic Kiez, a dedicated fan hub at Deutsche Telekom’s Magenta Mitte in Berlin. A signature highlight of the activation was Visit Orlando’s SunGlobe experience — an immersive, inflatable globe that brought a burst of Orlando sunshine to wintery Berlin, enticing visitors to book a trip to our destination with a special deal through tour operator partner Dertour Sports.

Over the course of Global Games week, Magic Kiez welcomed more than 3,170 guests, underscoring strong local engagement and the growing popularity of both the NBA and the Orlando Magic in Germany. 

The partnership extended beyond consumer engagement to create meaningful trade and media momentum. Visit Orlando and the Orlando Magic hosted a travel trade training in Berlin for 50 industry representatives, which was opened by City of Orlando Mayor Buddy Dyer and Visit Orlando Board Chair Barb Bowden, area managing director of operations at Loews Hotels at Universal Orlando.

The session highlighted Orlando’s year-round appeal and demonstrated how premium sports and entertainment experiences — such as attending an Orlando Magic game — can be integrated into travel packages to differentiate offerings and extend length of stay.

Pre-game receptions in both London and Berlin further strengthened industry relationships and were attended by 45 key travel trade clients and media outlets in Berlin and 60 in London. These efforts reinforced Orlando’s global appeal at the intersection of sports and travel, with media coverage to date including stories in German trade publications FVW and TOUREXPI.

To maximize the opportunity, Visit Orlando ran digital billboard ads around the Uber and O2 Arenas and on nearby public transit, reaching an estimated 1.4 million impressions in Berlin and 1.67 million in London. Leveraging player rights through our Orlando Magic partnership, we featured market‑relevant players alongside the headline, “Come play where the Orlando Magic play.”

As we continue to build on this momentum, Visit Orlando remains committed to showcasing why Orlando is the ultimate destination to enjoy world class sporting events alongside other unbelievably real experiences at world-class theme parks and attractions with outdoor adventures, a thriving Michelin-recognized dining scene and so much more.

Data & Trends

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending Jan. 17, 2026, was 76.1%, up 0.9% from the same week last year. Room night demand surpassed last year by 2.3%. The average daily rate (ADR) for the week was $227.50, up 4% from last year. Orlando’s occupancy rate and ADR surpassed both the national and Florida averages.

Florida Tourism Day in Tallahassee

Orlando's tourism industry continues to serve as the backbone of our state’s economy, as the most visited destination in the U.S. This week, Visit Orlando joined destination organizations and industry partners in Tallahassee for Florida Tourism Day — an annual event focused on educating state leaders about the vital role tourism plays in driving economic growth and enhancing quality of life.

Tourism generates billions in economic impact and saves each Orange County household thousands in taxes annually. Florida Tourism Day provides a platform to highlight these benefits and showcase how tourism sustains jobs and small businesses statewide.

Visit Orlando Named 2026 ELX Strategic Partner

Visit Orlando is honored to announce it has been named an ELX Strategic Partner for 2026. ELX, the Event Leaders Exchange, is an exclusive network of 250 global event leaders representing more than $3 billion in event spend. Securing one of only 12 strategic partnerships is a highly competitive achievement that positions Orlando among the industry’s most influential decision-makers.

Through this partnership, Visit Orlando also helped bring ELX’s inaugural North American Summit to Orlando in February 2026, providing an opportunity to showcase the start of the Orange County Convention Center’s Grand Concourse Expansion project, highlight new attractions, and drive millions of dollars in economic impact and future business opportunities.

Chef Wendy Lopez Named a James Beard Award Semifinalist

Chef Wendy Lopez of Reyes Mezcaleria has been named a James Beard Award semifinalist for Best Chef: South — one of the most prestigious honors in the culinary world. Chef Wendy’s creativity and passion are also featured in Visit Orlando’s first-ever destination cookbook, Orlando’s Kitchens: Recipes and Stories From Our Neighborhoods, which celebrates the flavors and people that make our city unbelievably real. We’re proud to see Chef Wendy’s talent recognized among the best in the nation.

Around the Destination

PGA Show and NAVC’s VMX Drive Economic Impact

Orlando welcomed back two powerhouse events at the Orange County Convention Center (OCCC): the North American Veterinary Community’s VMX 2026 and the 2026 PGA Show. Together, these conventions bring nearly 60,000 attendees to our destination and generate millions in economic impact for our community.

VMX 2026, hosted by NAVC, is the world’s largest veterinary conference, drawing nearly 30,000 veterinary professionals, innovators and animal health companies from more than 85 countries. This year’s theme, World Classic: Champions of Care, set the tone for a dynamic week of continuing education, product launches and industry innovation. With over 750 exhibitors and cutting-edge advancements like early cancer detection tools, VMX continues to shape the $100 billion global pet-care market.

The 2026 PGA Show, organized by PGA Golf Exhibitions and the PGA of America, is the premier event for the business of golf — a $102 billion industry in the U.S. The show attracts approximately 30,000 industry professionals and features more than 1,100 exhibitors showcasing the latest in equipment, apparel and technology. Expert-led education sessions and collaborative programming make this annual gathering a driving force for the global golf industry. This year marked the 40th year the OCCC has hosted this event. Through our joint efforts with the OCCC, Visit Orlando’s sales team continues to strengthen our region’s economy by booking events of all sizes at the convention center and our convention hotels. 

Visit Orlando Board Members Graduate from OEP’s Public Leadership Institute

Congratulations to Visit Orlando board members Trina Gregory, owner of Se7en Bites; John De Armas, president of Spectra Management; and Claudia Menezes, Vice President of GoPegasus, on graduating from the Orlando Economic Partnership’s Public Leadership Institute. The program equips Central Florida business leaders with tools to better understand public policy and strengthen the region’s future. Through the program sessions, participants build connections, gain valuable insights, and contribute to efforts that support long-term regional prosperity.

Orange County Mayor’s Open House & Job Fair

This weekend, on Jan. 24, Orange County Government will host the Mayor’s Open House and Job Fair from 10 a.m. to 2 p.m. at the Orange County Administration Center. The event invites residents to step inside the heart of county government, explore programs and services, and learn about career opportunities that strengthen the pipeline of leaders within our community. Attendees will experience more than 30 interactive booths from county departments, connect with leaders in the County chambers and join guided tours of the Mayor’s and Commissioners’ offices. Free parking is available at the corner of Jackson Street and Liberty Avenue.

Visit Orlando Engaged!

2026 Cultural Tourism Collaboration Kick-off Meeting

On Jan. 15, representatives from Visit Orlando’s marketing, public relations and destination services teams joined United Arts of Central Florida for a collaborative meeting focused on aligning cultural tourism strategies and initiatives for 2026. This monthly touch base serves as a powerful cross-department forum to share updates, insights and resources, ensuring strong alignment across both organizations.

The meeting took place in United Arts’ newly renovated Edgewater Drive office, providing an inspiring backdrop to launch this important work. The group discussed United Arts’ upcoming plans and how Visit Orlando will help amplify messaging through its shoulder season campaigns, including #FestivalMode (January-February), Spring into the Arts (March-May) and more.

Connecting Orlando to Global Travel Media at IMM North America

This week, Visit Orlando participated in TravMedia’s International Media Marketplace (IMM) North America in New York, an industry networking event linking destination marketing organizations with top editors, journalists, broadcasters and content creators. Representing Visit Orlando, Public Relations Senior Manager Dipika Hernandez and New York-based Public Relations Contractor Gabriella McNarama met with nearly 60 travel journalists, freelance writers and influencers discussing various story angles, including what’s new for 2026, arts and culture, outdoor adventures and special events. Celebrating its 14th year in 2026, IMM remains an essential platform for fostering media relationships that amplify Orlando’s story and inspire future coverage in leading travel publications.

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