This week, Visit Orlando launched the second phase of our City Break campaign, targeting Gen Z and younger Millennial travelers interested in city-focused getaways centered on dining, nightlife and entertainment.

The campaign strategy was developed following research in 2025 that identified opportunities to drive visitation to Orlando by marketing to key segments in addition to our broader brand campaigns. The third-party research showed that while 44% of U.S. travelers between 25–34 are interested in city break-style trips, only 17% currently consider Orlando.

While the 2025 campaign performed well by driving visitors to our landing page, data showed opportunities to improve engagement once they arrived. The updated page now highlights easy-to-navigate content sections tailored to audience interests and a helpful FAQ section addressing common misconceptions about Orlando.

Running Aug. 17-Nov. 17, the campaign aims to increase consideration for Orlando by showcasing the destination's dining, nightlife and entertainment offerings. The campaign combines the strength of Netflix and YouTube with their social platform of choice TikTok, as well as ads in content on culture, food and entertainment. To extend the campaign's reach, we partnered with local content creators, including Sam Longton, Kevin Barillas, Kyla Sanae and Josh Easterling, to develop authentic content that appears in users' feeds and directs them to the campaign landing page.

The reimagined, mobile-first Experience the Real Orlando landing page encourages visitors to explore Orlando's dining scene, nightlife, shopping, events and distinct neighborhoods. Travelers can also use OPAL (Orlando Planning Assistance by Locals), our AI-powered trip planning tool, to receive personalized recommendations and build customized vacation plans.

The City Break campaign supports our ongoing efforts to introduce Orlando to new audiences and showcase experiences beyond what many travelers already associate with the destination.

Michael James Scott Celebrates Orlando In National Television Performance

Orlando took center stage on national television when Broadway performer and TV star Michael James Scott performed his new pop single, "Brighter," on ABC's Good Morning America on Aug. 18. The appearance marked the first national performance of the song, which Scott has described as a love letter to his hometown.

During the segment, he spoke about Orlando as a place that taught him anything is possible and one that supports young artists pursuing their dreams. Scott's national platform spotlighted Orlando's creative community and reinforced the destination's reputation as a place where talent can grow and thrive.

Watch

We Say Goodbye And Celebrate Elaine's Re'wire'ment

We had the opportunity to celebrate and thank Elaine Blazys, Visit Orlando’s vice president of travel industry sales, for her dedication and commitment to the Orlando travel and tourism community for the last 11 years.

Throughout her tenure, Elaine played a pivotal role in strengthening Orlando's position within the travel trade industry. Under her leadership, our team trained more than 350,000 travel advisors worldwide, celebrated more than 70,000 Orlando Travel Academy graduates and helped generate 15 million room nights booked for our destination.

Over the years, Elaine led more than 500 FAMs, trade shows, missions and events worldwide, representing Orlando in more than 15 countries with passion, professionalism and style.

We're grateful for Elaine's leadership, partnership, friendship and unwavering dedication to Orlando's tourism industry. Her contributions have left a lasting mark on our organization, culture and destination.‌ Elaine’s last day at Visit Orlando will be Sept. 4 as she departs to pursue opportunities outside of the travel industry.

Data & Trends

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending August 15, 2026, was 57.1%, down 3.6% from the same week last year. Room night demand trailed last year by 4.3%. The Average Daily Rate (ADR) for the week was $161.11, flat from last year.

Around the Destination

Visit Orlando’s Magical Dining, Presented By Orlando Health

Visit Orlando's Magical Dining, presented by Orlando Health, is helping support local restaurants and Central Florida nonprofits through Sept. 30. Diners can enjoy three-course, prix-fixe menus for $40 or $60 at more than 185 participating restaurants, including over 35 newcomers and 15 MICHELIN Guide-recognized venues. Since 2009, the program has raised nearly $3.3 million for local charities. This year's beneficiary, OCA (Opportunity, Community, Ability), supports individuals with autism and developmental differences and their families.

Make your reservations today at OrlandoMagicalDining.com and help make this year's Visit Orlando’s Magical Dining season one of the program's strongest yet.

Communicators Gather For Convention District Meeting

This week, Visit Orlando hosted the quarterly Convention District Communicator Ambassador Meeting. Organized by the Orange County Convention Center (OCCC), the gathering brought together social media, public relations and communications professionals from local businesses, primarily in the International Drive area, to exchange insights and share updates.

A key takeaway from the meeting was the OCCC's achievement of LEED v4.1 O+M (Operations + Maintenance) Platinum recertification for its North-South Building, the highest level awarded by the U.S. Green Building Council. The milestone marks the first Platinum-level LEED (Leadership in Energy and Environmental Design) certification in the convention center's history and reinforces its position as a leading sustainable meetings destination.

Learn more

UCF Expands Sports Tourism And Event Capabilities With Roth Tower Project

A new chapter for sports tourism and events in Orange County officially opened Thursday, Aug. 20, as UCF celebrated the completion of the Roth Tower project at Acrisure Bounce House. Made possible in part by a $90 million Tourist Development Tax investment, the four-level tower significantly expands premium seating, suites and year-round event space, helping attract more meetings, events and visitors to the Kenneth G. Dixon Athletics Village beyond game days. More than 300 guests attended the reopening celebration.

Additionally, fans, student-athletes, coaches and athletics leaders gathered today at Addition Financial Arena for the UCF Countdown to Kickoff Luncheon, the official start of the 2026 football season and a celebration of the Bounce House's 20th anniversary. Attendees heard from athletics leadership and football program representatives while getting an early look at the season ahead.

Visit Orlando Engaged!

Industry Engagement Supports Future Meetings Business

Visit Orlando strengthened relationships with association decision-makers and showcased Orlando as a leading meetings destination at the ASAE Annual Meeting & Exposition, held Aug. 15-18 in Indianapolis. Hosted by the American Society of Association Executives, the event attracted more than 5,200 association professionals. We were joined by representatives from the Orange County Convention Center, Caribe Royale, Edge Factory and Ole Red.

During the conference, we hosted 110 clients at a networking event, creating opportunities to strengthen relationships with existing clients, connect with prospective association leaders and drive future meetings and convention business to Orlando.

The conference also provided an opportunity to continue building excitement of our destination welcoming the event to Orlando in 2031, connect with association leaders and share Orlando's latest destination, convention center and hospitality updates with key decision-makers.

Presentation To Rollins College Students

On Aug. 18, Visit Orlando hosted a Career Trek for Rollins College students, providing an inside look at the destination marketing and tourism industry and the variety of career paths available within the organization. Team members from across the company shared their career journeys, day-to-day responsibilities and the impact of their departments through four panel discussions focused on events, digital and data, and research; sales, membership and destination experience; social media and content; and brand, marketing and storytelling.

Students also participated in an office tour and a roundtable discussion with executive leadership, creating opportunities to learn more about the industry and connect with professionals across multiple disciplines.

In the News

Broadway World: Video: Michael James Scott Performs New Single 'Brighter' on GMA

Southern Living: 5 Florida Grocery Stores So Popular, Visitors Plan Trips Around Them

Trade Show Executive: IAAPA Expo 2026 Expands and Designs for Impact in Orlando

Exhibit City News: Central Florida Tourism Impact Reaches $98.6 Billion