Visit Orlando continues to work to expand our global presence and reach new travelers. In 2024, we added Germany to our international efforts launching a dedicated German website, conducting integrated multi-channel campaigns in collaboration with Brand USA. We also launched our first paid social campaign in mid-September driving 26M impressions and 271,000 engagements.
In 2025, airlift between Germany and Orlando continues to grow. Building upon the success of our Frankfurt route, this week Discover Airlines, a member of the Lufthansa Group, launched new direct service between Orlando (MCO) and Munich (MUC). Discover Airlines now serves 10 weekly direct flights from Frankfurt and Munich to Orlando.
This week, we also kicked off our 2025 German market efforts by attending ITB Berlin, the world’s largest travel tradeshow, held at the Messe Berlin exhibition center. The event showcased a record 5,800 exhibitors with 190 countries represented and over 100,000 attendees.
The Orlando delegation—Visit Orlando, Kennedy Space Center, Rosen Hotels, Walt Disney World Swan and Dolphin Resort, Universal Orlando Resort, United Parks and Resorts, Ramada Plaza International Drive and Orlando Magic representatives—at ITB Berlin.
With a delegation of seven members, your Visit Orlando team conducted more than 40 appointments with trade partners to promote the destination, talk about what’s new and explore business development opportunities to grow visitation from Europe.
The Orlando booth drew significant local interest with the Orlando Magic having three German players: brothers Franz and Moritz Wagner, Berlin natives, and Tristan da Silva from Munich. Stephen C. Anderson, the acting deputy chief of mission for the U.S. Department of State, even stopped by to greet the delegation.
Additionally, we partnered with VISIT FLORIDA at the ITB Pan Am Lounge, an evening event to excite 150 trade and media professionals about Orlando and Florida with activities, meetings and networking.
Looking ahead, the travel industry sales team is planning a Germany mission Sept. 22-26. Ongoing consumer efforts in Germany for 2025 include paid social campaigns, search engine marketing and partnerships with members.
Introducing CoLab: A Visit Orlando & Orange County Convention Center Partnership
Visit Orlando and the Orange County Convention Center teamed up to launch CoLAB, a dynamic new approach for our meetings and conventions team. CoLAB was designed to help us maximize opportunities to foster innovation and strengthen relationships between our community and meetings industry customers, ensuring Orlando remains a top choice for event planners.
This week, our first CoLAB event took place over three days at Conrad Orlando at Evermore Orlando Resort, where we hosted and collaborated with key citywide convention planners. In addition to the industry-focused workgroups, the program featured sessions covering updates on Universal EPIC Universe, the Orange County Convention Center expansion, developments along I-Drive and more.
Mark Tester, executive director for the Orange County Convention Center, speaks to CoLAB attendees.
Through CoLAB, we’re creating open dialogue with customers, including the evolving needs of the meetings and conventions industry, insights on future developments and challenges faced by convention planners. The initiative also creates opportunities to build deeper connections and gather real-time customer feedback to shape the future of our destination.
Data & Trends
January 2025 TDT Collections: Orange County Comptroller Phil Diamond announced that Tourist Development Tax (TDT) collections received by Orange County for the January 2025 TDT collection were $33,384,900. This represents the highest January collections on record and is a 9.5% increase from the previous year.
Compared to last month, January collections were higher than December collections by $1.6 million. In addition, collections were higher than January 2023 collections by $4.3 million. The chart above shows the monthly year-over-year dollar amount change in TDT collections since October 2022.
Orlando’s hotel occupancy grew 3.3% from January 2024, settling at 74.4%, the highest monthly occupancy for Orlando since March of last year. The average daily rate (ADR) for Orlando hotels was $202.91, reflecting a 4.7% increase from the previous year ($193.81).
Both leisure and group hotel demand rose from last year with the help of winter school breaks, a long holiday weekend and several large events such as the FC Series soccer games at Camping World Stadium and the Future of Education Technology Conference and PGA Show at the Orange County Convention Center.
Weekly Hotel Metrics: Metro Orlando’s hotel occupancy rate for the week ending March 1, 2025, was 76.4% down 2.6% from the same week last year. The ADR for the week was $215.53, up 2.9% from last year. Room night demand trailed in the prior year by 2.1%.
Across the Industry
Maximizing Orlando’s Visibility in Brazil Through the Oscars
This past Sunday, the Oscars generated significant excitement in the Brazilian market, driven by the success of the Brazilian film I’m Still Here, which won Best Foreign Film. This achievement sparked immense Brazilian pride, dominated social media conversations, and received extensive media coverage.
Visit Orlando strategically placed advertising spots before, during, and after the live event, to maximize visibility. This connection tied Orlando to a global celebration, boosting our image with Brazilian travelers. By aligning with internationally recognized events like the Oscars, we make Orlando more appealing, engage audiences, and strengthen our presence in the Brazilian market—inspiring more Brazilian travelers to choose Orlando.
Around the Destination
Tourist Development Council Meeting
Visit Orlando provided a quarterly update to Orange County Mayor Jerry L. Demings, Mayor of Eatonville Angie Gardner and the Tourist Development Council. During the presentation, we shared an update on 2024 destination performance, including flat hotel demand for the year, city wide attendance up by 13% and Tourist Development Tax up by 3% year over year. In addition, we shared highlights from our Winter Doesn’t Exist campaign, including a recap of our Bryant Park activation in New York City that attracted 32,000 attendees for our Family Fun Day at the ice-skating rink, along with additional updates.
Launch Of The Orlando 2045 Visioning Process Community Survey
The Orlando Economic Partnership (OEP) has launched the Orlando 2045 Community Survey to identify and prioritize projects that will make Orlando and its surrounding areas a hub of innovation, livability and opportunity. The survey represents one of the final steps in a 20-year visioning project called Orlando 2045: Igniting Orlando’s Potential.
Through the survey, you can help OEP determine which key projects deserve focus to ensure a prosperous, sustainable and vibrant Orlando region by 2045. Each section invites you to rank initiatives impacting different aspects of our future—from building 15-minute cities to creating a world-class job market. Together, we can create a vision that truly reflects the aspirations and needs of all who call Orlando home. Take the survey in English or Spanish.
CFHLA’s Golden Pineapple Awards nominees.
Honoring Hospitality Employees At CFHLA’S Golden Pineapple Awards
The Central Florida Hotel & Lodging Association (CFHLA) held its annual Golden Pineapple Awards dinner and celebration on Feb. 27 at the Orlando World Center Marriott. The Golden Pineapple Awards recognizes and celebrates Central Florida’s front-line and supervisory lodging employees, who represent the best and most exceptional service in Central Florida. This year, over 260 front-line employees across 67 lodging properties were celebrated for exemplary service throughout 2024. Additionally, CFHLA honored 13 hospitality employees in various categories throughout the evening. Congratulations to all the award nominees and winners!
Visit Orlando’s Colette Johnson and Justin Leonard with community leaders at the Eagle Awards.
AACCCF Annual Eagle Awards Celebration
The African American Chamber of Commerce of Central Florida (AACCCF) and Walt Disney World Resort hosted the 21st Annual Eagle Awards Gala at Walt Disney World Coronado Springs Resort. The Eagle Awards honor small businesses, entrepreneurs and corporations that positively impact the community and contribute to the growth and development of the region’s business landscape. Congratulations to all nominees and winners! Their dedication to serving the Central Florida community in their respective fields is truly inspiring and plays a vital role in shaping the future of our local economy.
L to R: Jeff Hayward, United Way; Anne-Marie Hayward, Orlando Business Journal and Visit Orlando Board Member; Danielle Hollander, Visit Orlando; John de Armas, Spectra Management and Visit Orlando Board Member; Laureen Martinez, Orlando Economic Partnership; Pedro Turushina, Hispanic Chamber of Metro Orlando; and Eddy Elguezabal, iHeartMedia
The Hispanic Chamber Of Metro Orlando’s Annual Trustee Reception
Danielle Hollander, Visit Orlando’s chief marketing officer, attended the Hispanic Chamber of Metro Orlando’s Trustee Reception at the Houndsmen Lounge at Live! at the Pointe Orlando. This event unites the Hispanic Chamber’s Trustees, business leaders, and influential community members in a dynamic setting. Attendees explore new opportunities, build valuable connections, and celebrate the entrepreneurial spirit that drives our region's thriving Hispanic business community.
Visit Orlando Engaged!
L to R: Khalid Muneer, International Chamber of Commerce; Orange County Commissioner Maribel Gomez Cordero; Luis Martinez, City of Orlando; and Wesley Costa, Visit Orlando.
Film Previews: ‘Blended’ And ‘Rekindled For Christmas’
Visit Orlando recently attended a preview of Blended and Rekindled for Christmas, both filmed in the greater Orlando area. Rekindled for Christmas is set to premiere in November 2025. The event highlighted how productions showcasing Orlando’s unique locations can enhance the city’s visibility and inspire travel, inviting audiences to experience its charm firsthand.
L to R: Delta Air Lines spokesperson; Darren L Appanna, Greater Orlando Aviation Authority; Alyna Frias, Greater Orlando Aviation Authority; Yinglu Tian, Experience Kissimmee; Patrick Yvars, Visit Orlando; and Fabiano Laux, Delta
Delta and Airline Partners’ Breakfast Forum
Visit Orlando attended the Delta and Airline Partners’ Breakfast Forum at the Nectar Room Lake Nona, located inside of the Lake Nona Wave Hotel. The event focused on strengthening partnerships with key clients and destinations. Delta and its airline partners connect Orlando to the world with 80 daily domestic and international departures and 105 non-stop international flights weekly.
The Orlando International Airport (MCO) highlighted updates for the region’s air travel connectivity. Orlando was mentioned as the top airport car rental market in the world and the seventh busiest airport in the U.S. Additionally, updates were provided on various international airlines, including Aeromexico's four daily flights to Mexico City, Virgin Atlantic’s new seasonal service to Edinburgh and LATAM’s daily flights to Bogotá, São Paulo, and seasonal flights to Santiago, Chile. Visit Orlando and Experience Kissimmee’s presence at the event underscored the ongoing collaboration to enhance the region's connectivity and growth.
