Travel is influenced by many factors—weather, economy, politics and more—which is why Visit Orlando relies on a strong research team to track trends and guide our decisions. These insights help us stay top of mind in key international markets.
While demand from Canada has started to soften, we’re optimistic and opportunistic. As one market slows, others present new opportunities. Our goal is to maintain a balanced visitor mix, and our marketing and research teams work closely together to develop strategies to maximize our efforts and funds for the second half of the year.
For international markets, we’re focusing heavily on families. Research from organizations like Tourism Economics, Kantar, W5 and Future Partners shows that family travel is more insulated from global geopolitical challenges.
Think about it, families have a finite number of summer vacations to spend together before the kids are out of school. There are only 13 summer breaks, which play to Orlando’s strength as the top family destination.
Visit Orlando launches its first post-pandemic sweepstakes campaign in Brazil, highlighting Orlando’s upscale experiences.
Right now, Visit Orlando has targeted campaigns under our Unbelievably Real brand to promote Orlando in key international markets:
United Kingdom/Ireland: The U.K. campaign intensified from April to May with TV, video, social and digital ads during peak travel interest. Although the core Ireland campaign ended in January, we maintained a paid search presence during this period.
Germany: Our national campaign leverages paid social and search engine marketing to drive high-intent traffic to our website and boost awareness. In March, we collaborated with Disney on digital and social channels to inspire German travelers to choose Orlando.
Mexico: A national campaign launched in March 2025 through TV and digital ads on networks including Universal TV and TN. Building on this momentum, we also launched a customized sports-focused activation, with creative assets tailored to sports enthusiasts laying the groundwork for the summer's FIFA Club World Cup.
Colombia: For the first time, we’ll include targeting adult travelers in our digital campaigns. Early indicators show that this segment is reacting favorably to the ads, delivering steady performance.
Brazil: In April, we launched our first post-pandemic sweepstakes campaign, promoting Orlando as a luxury destination for shopping, style and culture. Running through May 31, it uses high-impact platforms like YouTube, Claro and E! Entertainment, along with top influencers, to highlight Orlando’s upscale experiences beyond the theme parks.
We remain fully committed to the Canadian market, due to the seasonality of travel, our most recent Canadian campaign concluded in April and will launch again in the fall with a stronger focus on the family audience.
These global efforts are critical to ensure Orlando remains top-of-mind for international travelers who, in turn, fuel our economy and support local businesses.
Now Accepting Restaurant Applications for Visit Orlando’s Magical Dining 2025
Restaurant applications are now open for the 20th year of Visit Orlando’s Magical Dining, presented by Orlando Health. Visit Orlando’s Magical Dining has grown into more than just a celebration of Central Florida’s culinary scene—it’s a powerful way for our community to come together and support our community. Through Visit Orlando, $1 from every $40 meal and $2 from every $60 meal served during Visit Orlando’s Magical Dining benefit one or more local nonprofits that help people in need.
If your restaurant is interested in participating, please take a moment to review the criteria and apply by Friday, June 6. Thank you for helping make Orlando a top dining destination and a community that gives back.
Data & Trends
Memorial Day Travel
For the 4th consecutive year, Orlando has been named the top domestic Memorial Day destination by AAA. According to AAA, 45.1 million Americans are expected to travel at least 50 miles or more from home with many headed to our city. This year’s domestic travel forecast is an increase of 1.4 million travelers compared to last year, setting a new Memorial Day weekend record.
Visit Orlando data shows that the week around Memorial Day Weekend (May 20 – 26) is pacing 6% ahead of 2024. The destination will welcome a combination of both leisure and meetings activity with the highly anticipated opening of Universal’s Epic Universe on May 22, and 12,500 attendees expected for the SAP Sapphire & ASUG Annual Conference at the Orange County Convention Center.
Weekly Hotel Metrics
Metro Orlando’s hotel occupancy rate for the week ending May 10, 2025, was 69.6%, down 8.4% from the same week last year. The average daily rate for the week was $218.28, up 2.5% from last year. Room night demand trailed the prior year by 6.8%, breaking the streak of four consecutive weeks surpassing last year’s demand levels.
Across the Industry
Kathy Brown, Visit Orlando vice president of marketing, attends The Women’s Edge Top 100 Women-Led Businesses in Florida celebration luncheon.
Visit Orlando Recognized as One of Florida’s Top 100 Women-led Businesses
Visit Orlando has been named one of Florida’s Top 100 Women-Led Businesses by The Women’s Edge. This annual list honors companies that excel in diversity, innovation and customer benefits, all led by women making a lasting impact in their industries and communities. The Women’s Edge empowers women leaders to achieve professional and personal success while driving positive change within their organizations. We are proud to be recognized among these outstanding companies led by exceptional women contributing to their communities.
Around the Destination
The Visit Orlando team celebrates a successful inaugural Edu-Quest, bringing meeting professionals together for an immersive experience showcasing the best of Orlando’s events, venues, and innovations.
Visit Orlando Hosts Inaugural Edu-Quest, Highlighting Innovation in Meetings and Events
Visit Orlando hosted the inaugural Edu-Quest event May 13–16, 2025, bringing together corporate and association meeting professionals from industries such as healthcare, technology, education, finance and more. The exclusive, hands-on experience offered attendees a blend of education, engagement and exploration of experiences found only in Orlando. Programming included a sustainability panel hosted by Maritz, marketplace meetings, a Broadway in Orlando experience and a showcase of new hotels, iconic venues and hidden gems throughout the destination.
Participants gained valuable insights into emerging trends in event planning, from technology and sustainability. With direct access to Orlando’s top meeting spaces, hospitality partners and one of the largest convention centers in the country, Edu-Quest gave planners an insider look at how to create impactful, future-forward events. The experience reinforced Orlando’s position as a premier destination for meetings and conventions of all sizes.
Representatives of the Cultural Steering Committee
Cultural Tourism Initiative Launches Artsinorlando.com
The Cultural Tourism Initiative, a collaboration between United Arts of Central Florida and Visit Orlando, aims to engage the meetings and conventions industry by positioning Central Florida’s arts and cultural organizations as compelling choices for event planners and attendees.
The Initiative launched ArtsInOrlando.com, a dedicated arts and culture guide connecting visitors, tourism professionals and meeting organizers with the region’s cultural offerings. The platform serves as a centralized hub for discovering live performances, exhibitions, festivals and more—helping elevate and make Orlando’s arts and cultural activities more discoverable. Additionally, billboards and targeted social media campaigns across Central Florida aim to draw attention to the area’s cultural scene and attract diverse audiences.
United Arts of Central Florida celebrates its 2025 Collaborative Campaign for the Arts, raising over $9 million by April 30.
United Arts Campaign Raises Record $9M for Central Florida Arts
United Arts of Central Florida announced that its 2025 Collaborative Campaign for the Arts raised over $9 million by April 30, far surpassing its $6.5 million goal. This record-breaking total is a 125% increase since 2021 and will benefit 40 local arts, science and history organizations. The campaign’s success was helped by $1.25 million in matching grants from United Arts and the Orange County Government. Held annually from December 1 to April 30, the Collaborative Campaign brings nonprofits together to encourage donations and increase their impact. Every dollar raised stays in Central Florida, supporting more than 9,400 local jobs and providing arts education to over 600,000 children.
Visit Orlando Engaged!
L to R: Travel Advisor Ambassadors Meg Newcomb and Katie Beavers
Travel Advisors Explore Orlando Experiences
VISIT FLORIDA and Northstar Travel Group partnered on a co-op marketing initiative aimed at reaching over 120,000 travel advisors through Travel Weekly and TravelAge West—two leading travel trade publications and digital platforms owned by Northstar. As part of the campaign, two travel advisors, Katie Beavers and Meg Newcomb, were selected from over 1,000 applicants to experience Orlando.
The familiarization tour (FAM) was focused on showcasing the breadth of Orlando. Their itinerary featured fine dining at Michelin Guide restaurants, a Winter Park arts tour, an Orlando Pride match and visits to Universal Orlando Resort, ICON Park and Discovery Cove. The marketing initiative will also include a May webinar series during Travel Advisor Appreciation Month to amplify their firsthand experience to hundreds of travel advisors across the U.S.
In the News
Visit Orlando President and CEO Casandra Matej speaks with Fox 35’s Ryan Elijah.
I had the pleasure of speaking with Ryan Elijah, the host of Fox 35’s Orlando Matters, about our 2024 visitation numbers, the benefit of the travel industry to our residents and the impact of Universal’s Epic Universe opening next week. Watch the interview:Orlando tourism breaking numbers
