With the July 4th holiday week underway, Orlando is expected to see a busy weekend with travelers to our destination. According to our data, advance bookings for the 4th of July period in Orlando are up 16% from last year. This positive performance echos AAA national estimates for a record traveler volume for the holiday week.

At our Industry Insights Forum last week, our research and insights team shared a broader look at travel trends and destination performance. On a national level, summer travel outlook continues to be strong, with 65% of American travelers planning trips between June and Aug 2024. However, we continue to see a significant appeal for Americans to travel abroad, with 32% expecting to take international leisure trips over the next 12 months.

With that increased competition in mind and after seeing outlook reports back in March indicating a softening for Orlando’s summer travel season, Visit Orlando launched a summer-focused campaign in April to drive demand among U.S. travelers. Updated summer estimates for on-the-books room nights show that for leisure travel, we’ve been able to move the needle to be on track to achieve performance comparable to 2023.

For the group segment, our team also shared several national trends impacting meetings and conventions business in Orlando. Planners are citing high prices as a key challenge, with secondary markets providing an opportunity to lower prices. In addition, late attendee registrations continue to impact room block guarantees. Orlando sees a higher level than average of late registrations due to a large drive market audience, who may opt to book days before the trip instead of months or weeks.

For another opportunity to dive deeper into data and insights, we invite you to attend our Insights Luncheon & Economic Forum on August 23rd at Hilton Orlando. Registration is now live.


Data & Trends

Metro Orlando’s hotel occupancy rate for the week ending June 29, 2024, was 73.2%, down 5.2% from the same week last year. The average daily rate (ADR) for the week was $188.06, which was down 0.2% from last year. Room night demand trailed prior year by 4.4%.

May 2024 TDT Collections: Orange County's Tourist Development Tax (TDT) collections for the May 2024 TDT collection month were $28,383,700. May 2024 collections were higher than May 2023 collections by $2.2 million or 8.3%. Compared to last month, May collections were lower than April collections by $1.9 million or 6.3%.

While Metro Orlando’s hotel occupancy was flat compared to May 2023, hotel room demand grew by 0.6%, and the ADR rose to $189.92, a 1.7% increase from the previous year ($186.71). Leisure demand was the catalyst for the growth up 1.4% over May 2023. Short-term rentals showed strong growth in May with demand up 11% compared to 2023.

Across the Industry

The Wheel at ICON Park on International Drive

World Travel Awards: Orlando has been named North America's Leading City Break Destination 2024 in the 2024 World Travel Awards, marking the second consecutive year and fourth overall win. The World Travel Awards recognizes and celebrates excellence across the travel, tourism and hospitality sectors. Learn more here.

Around the Destination

ESPN Chile TV coverage showcases Luminary Green Park at Creative Village in downtown Orlando.

Partnership with ESPN Chile: As part of Orlando’s Summer of Soccer, with several major international events held in our destination, Visit Orlando collaborated with ESPN Chile to increase awareness for the destination around the Copa America 2024 match between Canada and Chile at INTER&Co Stadium. Through the partnership, Visit Orlando’s TV spots aired daily during SportsCenter and Futbol studio shows. The coverage also included on-site reporting and editorial content previewing the matchup, highlighting Orlando as the host city by showcasing Luminary Green Park in downtown Orlando, Winter Park and insights from fans immersed in the excitement. It was the first time Visit Orlando aired its TV commercials in the Chile market.

L to R: David Barilla, City of Orlando's Downtown Development Board and Community Redevelopment Agency; Jennifer Evins, United Arts; and City of Orlando Mayor Buddy Dyer

New Arts Initiative in Downtown Orlando: City of Orlando Mayor Buddy Dyer, President & CEO of United Arts of Central Florida Jennifer Evins, and various community arts agencies recently introduced DTOLive, downtown Orlando’s newest arts initiative. The unique experience will transform downtown Orlando, with more than 800 events a year at 11 public spaces and showcase our destination’s arts and cultural experiences to residents and travelers seven days a week. DTOLive is a collaborative effort between the City of Orlando’s Downtown Development Board, United Arts of Central Florida, Inc., the Creative City Project, and the Downtown Arts District. It will feature a daily schedule of live performances at iconic locations. Learn more.


Orlando to Host College Bowl Games: Orlando continues to emerge as a dynamic sports destination, featuring a wide range of year-round events and popular bowl games this winter. Florida Citrus Sports announced the return of two fan-favorite events: the Pop-Tarts Bowl and the Cheez-It Citrus Bowl! These thrilling matchups will take place at Camping World Stadium, uniting sports fans and athletes in celebration of college football.

Orlando’s New Year’s tradition, the Cheez-It Citrus Bowl, is scheduled for December 31. During the 79th edition of the game, top teams from the Southeastern and Big Ten Conferences, kick off at 3 p.m. on ABC, leading into that evening’s College Football Playoff quarterfinals. Florida Citrus Sports' second bowl game, the Pop-Tarts Bowl, matches up teams from the Atlantic Coast and Big 12 Conferences on Saturday, Dec. 28, at 3:30 p.m., also broadcast on ABC.

Visit Orlando Engaged!

L to R: Phil Warrick, National Association of Home Builders (NAHB); Visit Orlando’s Carolyn Martin; Monica Sober-DeNio, NAHB; and Geoff Cassidy NAHB

National Association of Home Builders: Visit Orlando’s destination experience team welcomed the National Association of Home Builders to Orlando for a site visit ahead of its International Builders Show 2026 in February 2026. Co-located with the National Kitchen & Bath Show, the events will use all three concourses at the Orange County Convention Center, attracting an estimated 80,000 attendees. The group visited several venues during their site visit, including The Hampton Social, Kavas Tacos & Tequila Bar, LIVE! At Pointe Orlando, Mango’s Tropical Café, Tom’s Watch Bar and the Universal Orlando Resort EPIC Universe Preview Center. Visit Orlando's destination experience team serves as the local experts to connect our clients with Orlando businesses to create exceptional events that positively impact our local economy.

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