When the clock strikes midnight on New Year’s Eve, our visitor count flips back to zero. It’s an exciting new beginning and a stark reminder that we cannot take 74 million visitors for granted. Your Visit Orlando team is hard at work with robust campaigns and initiatives already underway to drive demand for 2025 and beyond to maintain our position as the most visited destination in the U.S.
Critical in developing and keeping those plans on track is research and insights. Looking at 2025, we see many positive indicators that highlight travel as a key priority for Americans, international visitation growth, and Orlando’s favorable position to benefit.
Strong Domestic Travel Intentions:
Nearly eight in 10 U.S. adults plan to take a vacation in the next 12 months, a 7% increase from a year ago. (1)
84% of U.S. travelers expect to travel at least as much or more in 2025 than in 2024. (2)
Gen Z travelers are more likely to take more trips this year compared to older counterparts. (2)
As of Nov. 2024, Orlando was the most likely destination to be visited for leisure in the next two years by households with children. (2)
Positive International Travel Outlook:
International visitation to the U.S. is projected to surpass pre-pandemic 2019 levels in 2025. (3)
Total international arrivals to the U.S. will increase 16.8% to 77.7 million in 2024 and grow another 9.7% to 85.2 million in 2025. (3)
Orlando is set to surpass the pre-pandemic record of 6.5 million international guests by the end of 2025
Orlando Short-term Outlook Pacing Ahead of 2024:
Total advance hotel bookings are pacing 6.6% ahead of last year for January-April. Both the Group (+5%) and Leisure (+7.6%) segments are contributing to the growth. (4)
The Orange County Convention Center is expecting a busy January-April, with 51 Citywide events (compared to 40 in 2024) and Citywide attendance currently pacing 21% ahead of last year.
Despite challenges like growing global competition, sociopolitical and economic uncertainty, and a continued domestic demand for international destinations, we are optimistic about 2025 and committed to doing all that we can to drive growth for the Orlando tourism community.
Data Sources: (1) MMGY’s Portrait of American Travelers® study (2) State of the American Traveler study by Future Partners (3) National Travel and Tourism Office’s International Visitor Forecast (4) Amadeus
Orange County Tourist Development Tax (TDT) Collections for Nov. 2024
Orange County's Tourist Development Tax (TDT) collections received by Orange County for the November 2024 TDT collection month were $31,788,300. This represents the highest November collections on record and is a 7.1% increase from the previous year. Compared to last month, November collections were higher than October collections by $2.3 million or 7.9%. Additionally, collections were higher than November 2022 collections by $863,200.
Metro Orlando’s hotel occupancy rose by 4.7% to 72.9%, and hotel room demand increased by 5.3%. The average daily rate (ADR) for Orlando hotels reached $187.11, a 3% increase from the prior year ($181.59). Strong travel demand was driven by Orlando’s extensive holiday offerings, sports events, concerts and festivals, including the Electric Daisy Carnival (EDC) Orlando 2024, a three-day electronic dance music festival.
Weekly Hotel Metrics: Metro Orlando’s hotel occupancy rate for the week ending Jan. 4, 2025, was 79.5% which was up 15.5% from the same week last year. The ADR for the week was $229.20 which was up 12.3% from last year. Room night demand surpassed the prior year by 15.8%.
Across the Industry
Visit Orlando’s Brazil-based sales representative Neto Fernandes accepts the 2024 Partners Award at CVC’s Preferred Partner Event.
CVC Honors Visit Orlando at its Preferred Partner Event
CVC awarded Visit Orlando with its 2024 Partners Award—an important recognition that highlights a strong partnership between the two organizations and success in promoting Orlando to CVC’s clients. The event focused on connecting stories and building the future of tourism.
CVC is the largest tour operator in Brazil with more than 1,200 franchise offices nationwide. As a tour operator, CVC works directly with individuals and groups to simplify the travel process. As partners to CVC, Visit Orlando’s travel industry sales team collaborates to create unique activities, familiarization tours (FAMs) and educational platforms, like the Orlando Travel Academy, to showcase all that is offered in Orlando. We look forward to a continued partnership with CVC to drive sales to Orlando.
Around the Destination
L to R: Danielle Hollander, Visit Orlando’s Chief Marketing Officer; Barb Bowden, Visit Orlando’s Board Chair and Area Managing Director of Loews Hotels at Universal Orlando; Casandra Matej, Visit Orlando’s President & CEO; and Lisa Messina, Visit Orlando’s Chief Sales Officer
Visit Orlando Leadership Featured in Orange Appeal
In Orange Appeal's January/February 2025 edition, Visit Orlando’s female leadership is highlighted on page 18 in the feature story ‘Tourism Leaders at Visit Orlando.’ It highlights Visit Orlando’s new chair, Barb Bowden, Area Managing Director of Loews Hotels at Universal Orlando, who shares her objectives and goals for her tenure as chair.
I am honored to be featured in this story alongside Visit Orlando’s Chief Marketing Officer, Danielle Hollander, and Chief Sales Officer, Lisa Messina. Congratulations also to Visit Orlando Board Member Jennifer Evins, President & CEO of United Arts of Central Florida, for being honored as a 2025 Women of the Year by Orange Appeal. Jennifer joins honorees Kay Rawlins (Orlando City Soccer), Michelle Sperzel (Harbor House), and Ashley Vann (Victory Cup Initiative). Be sure to check out this feature on page six of the same Orange Appeal edition.
Orlando Business Journal's 40 Under 40
Congratulations to Adeta Gayah, Visit Orlando’s Senior Director of Social Media & Content, for being recognized in the Orlando Business Journal’s 40 Under 40. The Orlando Business Journal’s 40 Under 40 program honors the region's top young professionals and emerging leaders from Orange, Seminole, Osceola, Lake, Volusia, and Brevard counties, with their influence extending throughout the state.
Adeta has excelled in her role, leading the social media & content team growing Visit Orlando’s followers across all platforms, collaborating with content creators and influencers to showcase all of Orlando, and sharing her expertise in social media strategies during panel discussions with organizations like Ragan Communications and the U.S. Travel Association.
Visit Orlando’s Stan Rubins provides tourism updates to the Orange County State Legislative Delegation.
Visit Orlando Addresses Orange County State Legislative Delegation
This week, Visit Orlando’s Senior Corporate Counsel & VP of External Affairs Stan Rubins had the opportunity to speak on behalf of Visit Orlando at Orange County’s State Legislative Delegation meeting. Stan shared how tourism is the cornerstone of Florida’s economy; and that in Central Florida alone, tourism generates $92.5 billion in economic impact, supports 464,000 jobs and contributes over 50% of all sales tax revenue.
We are committed to advocating for continued funding of VISIT FLORIDA to help us achieve our mission of becoming the world’s most visited, welcoming, and inclusive destination. Visit Orlando works closely with VISIT FLORIDA to promote Florida as a premier travel destination. Our collaboration allows us to extend our reach, amplify our global presence and maintain the state’s competitiveness in an increasingly global tourism market. Florida's 2025 Legislative Session begins on March 4. We will provide you with updates throughout the session on challenges and opportunities that impact our tourism industry.
L to R: Amy Mercado, Orange County Property Appraiser; Tiffany Moore Russell, Orange County Clerk of Courts; Phil Diamond, CPA, Orange County Comptroller; Karen Castor Dentel, Orange County Supervisor of Elections; and Melissa Vickers, Public Defender – Ninth Judicial Circuit
Orange County Constitutional Officers - Joint Oath of Office Ceremony
The Orange County Constitutional Officers took their oaths of office during a ceremony at Jones High School on Wednesday Jan. 8. Their leadership and dedication are essential to the county’s growth. As ambassadors for both the destination and Orange County, we look forward to strengthening our tourism industry and enhancing the experiences that make Orlando a premier destination. Together, we will continue to make a positive impact in the years ahead. Thank you for your commitment to fostering a vibrant and thriving Orange County!
Congratulations to all community leaders who are serving in Orange County:
Monique H. Worrell, State Attorney – Ninth Judicial Circuit
Melissa Vickers, Public Defender – Ninth Judicial Circuit
Tiffany Moore Russell, Orange County Clerk of Courts
Phil Diamond,CPA, Orange County Comptroller
Karen Castor Dentel, Orange County Supervisor of Elections
Amy Mercado, Orange County Property Appraiser
Visit Orlando, the Orlando Magic, ProSieben Television and BSTN host a watch party for guests during the Orlando Magic vs. Brooklyn Nets game on Dec. 29, 2024, at Kyah Club in Munich, Germany.
Orlando Magic Watch Party in Germany
The Orlando Magic, in partnership with ProSieben Television and BSTN, hosted a Orlando Magic vs. Brooklyn Nets watch party on Dec. 29, 2024, at Kyah Club in Munich, Germany. Visit Orlando participated as a presenting partner at this first-of-its-kind event that brought together VIP guests, key trade partners, social media influencers, and corporations to cheer on the Orlando Magic and learn more about Orlando. The Magic currently have three German players: brothers Franz and Moritz Wagner and Tristan da Silva.
The watch party was promoted on German free-to-air television network and Germany’s national broadcaster ProSieben, during its weekly NBA broadcast in prime time throughout the month. The watch party was also promoted on social media by influencers, Orlando Magic’s German accounts, NBA Europe and BSTN.com, an online retailer focused on basketball culture. The collaboration helped create greater awareness for Orlando as a sports and leisure destination in the Germany market.
