In a year when Orlando will welcome the first new theme park opening in 25 years, one of Visit Orlando’s key strategies was to leverage the grand opening for opportunities for our destination. The TODAY Show will be filming Universal’s Epic Universe for their grand opening during a four-hour live broadcast on Wednesday, May 21.

With this opportunity in the market, Visit Orlando has partnered with The TODAY Show for a dedicated third hour segment to air on Thursday, May 22 at 9 a.m. The segment will focus on Orlando beyond the parks—including our award-winning dining, vibrant arts and culture, ecotourism and diverse neighborhoods.

While the segments will be at editorial discretion, the Visit Orlando team has made recommendations to the production team to showcase our Unbelievably Real destination.

The excitement around this upcoming broadcast is high, and while spots for the live audience filled within one hour of the announcement, you can join the waitlist here: 3rd Hour of TODAY Destination: Orlando

We encourage you to share the news with your friends, family and networks by following Visit Orlando’s social channels and promoting this exciting national opportunity for our destination.

In addition to the upcoming national live broadcast, we’ve rolled out two domestic campaigns to grow incremental visitation to the destination.

• Outdoor: In partnership with Expedia, this campaign promotes The Next Turn Orlando episode following the journey of TV host Jo Franco as she explores Orlando’s ecotourism—from outdoor activities, food, culture, to other experiences that resonate with outdoor and nature enthusiasts. Click here to watch: The Orlando you never knew. In addition, we launched dedicated paid social advertising for outdoor experiences and will partner with Lonely Planet to be a "Trending Destination." The campaign runs for three months, April 15 to July 15, targeting a national audience with an estimated 10 million impressions.  
   
• Culinary: Targeting foodie travelers in partnership with Tripadvisor, we are promoting three Orlando Epicurean branded trips: the Somebody Feed Phil Tour, MICHELIN Meals Tour, and Food Challenges Tour. The campaign is being promoted on Tripadvisor’s digital and social channels in the U.S. from May to August to incorporate Orlando’s diverse culinary offerings into their summer travel planning. We'll also run digital advertising on Food & Wine with DotDash Meredeth to position Orlando as a foodie destination. In total, the three-month campaign will deliver an estimated 8 million impressions nationwide.

These three initiatives put Orlando’s culinary community, outdoor adventures, neighborhoods and the arts into the national spotlight, just in time to push summer visitation.

Gearing Up for National Travel & Tourism Week

Earlier this week, Visit Orlando hosted our annual joint chamber event at the Dr. Phillips Center for the Performing Arts. I had the pleasure of leading a panel discussion with Visit Orlando’s Chief Sales Officer Lisa Messina and Chief Marketing Officer Danielle Hollander. Together, we highlighted the powerful impact of travel on our destination, discussed challenges and opportunities for Orlando tourism, and shared ways chamber members can engage with Visit Orlando and the broader hospitality industry. 

This event served as the official kickoff to National Travel & Tourism Week (NTTW), which begins Sunday. The week recognizes the travel industry's vital role in driving economic growth, building community, and strengthening connections. Visit Orlando is celebrating with a variety of events that showcase how tourism benefits our region, businesses, and residents.

Monday, May 5: We’ll show appreciation to frontline heroes at U.S. Customs and Border Protection, TSA, and the Tourist Oriented Policing Squad.

Tuesday, May 6: In partnership with the Central Florida Hotel & Lodging Association, we’ll join Orange County Mayor Jerry L. Demings and county commissioners for a proclamation officially declaring National Travel & Tourism Week.

Wednesday, May 7: We’ll celebrate at the Downtown Orlando Partnership’s annual Golden Brick Awards, recognizing the people, projects, and initiatives that propelled downtown forward.

Thursday, May 8: Join us at the Orange County Convention Center for our annual Travel & Tourism Event. Mitch Mitchem, CEO of HIVE Interactive, will deliver a keynote on how AI is shaping industries and empowering individuals. Plus, the Blue Man Group will take center stage with a high-energy, special performance during the luncheon. Register today.

Friday, May 9: We’ll wrap up the week with a special staff appreciation celebration—honoring the incredible team driving the success of Orlando’s tourism industry.

To learn more about NTTW and how you can get involved, explore the U.S. Travel Association and be sure to check out our Tourism Benefits You toolkit for social media graphics you can share with your networks. 

Data & Trends

Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending April 26, 2025, was 73.5% up 3.4% from the same week last year. The average daily rate for the week was $223.11, up 7.3% from last year. Room night demand surpassed the prior year by 4.1%.

March 2025 Orlando Employment Report Summary

The state labor report for March showed a small increase in the Orlando MSA’s overall employment from February’s report with the addition of 2,500 jobs (+0.2%). Non-leisure and hospitality employment, however, actually declined by 300 jobs. The March unemployment rate in the Orlando MSA fell from February to 3.4% and remains lower than the Florida unemployment rate (3.5%).

The Leisure and Hospitality sector in the Orlando MSA grew strongly from February to March gaining 2,800 jobs and is up 2.7% from last year. Sectors within the Leisure and Hospitality industry:

• Food Services and Drinking Places grew 0.9% from February to March and is up 1.2% from last year.
   
• Arts, Entertainment and Recreation grew 1.2% from February to March and is up 3.8% from last year.
   
• Accommodations grew 0.6% from February to March and is up 4.2% from last year.

Across the Industry

Brian Comes Assumes Role as Board President at Florida Citrus Sports

Congratulations to Brian Comes, vice president of field operations for the Americas at Hyatt Hotels Corporation, on his appointment as the 48th Board President of Florida Citrus Sports (FCS). A member of FCS’ executive committee since 2022, Brian also previously served as vice president and treasurer and has played an important role in strengthening ties between FCS and the tourism and hospitality sectors—critical areas for the organization’s continued growth. Brian’s commitment to Orlando and our tourism industry has been evident throughout his entire career. As former chair of Visit Orlando’s board, and one of the very first people I met when I joined Visit Orlando, I have no doubt he will be excellent in this role.

Around The Destination

Welcoming Ali Mohammed to Orlando’s Hospitality Community

This week, several of Orlando’s travel and tourism leaders gathered to welcome to Orlando, Ali Mohammed, the new regional vice president and general manager of Four Seasons Resort Orlando at Walt Disney World Resort. It was a great opportunity to connect with colleagues, get to know Ali, and officially welcome him to the region. Together, we look forward to collaborating to elevate and advance our destination, strengthening Orlando’s position as a premier global travel hub.

Orlando Hosts Trade Show Executive’s Fastest 50 Awards & Summit

This week, Visit Orlando and the Orange County Convention Center welcomed Trade Show Executive’s Fastest 50 Awards & Summit, a premier industry event recognizing the fastest-growing trade shows in the U.S. The summit provides a platform for associations and independent show organizers to celebrate growth and share insights. Executives from each of the Fastest 50-ranked shows attended, including organizers of events held in Orlando that achieved record-setting attendance, such as APPA’s Global Pet Expo and NAVC’s Veterinary Meeting & Expo (VMX). During the summit, I shared the latest destination updates and highlights with attendees, including the OCCC’s Grand Concourse Expansion and the upcoming opening of Universal Epic Universe.

Visit Orlando Engaged!

DECA International Career Development Conference

More than 23,000 students from around the world gathered in Orlando this week for DECA’s International Career Development Conference, held April 27–29 at the Orange County Convention Center. The event prepares high school students for careers in marketing, finance, hospitality and management, and brought a significant economic impact to the region. Thank you to the many members of our community who volunteered. DECA’s goal was 1,000 volunteers, and I’m happy to share that because of you, they met that goal. I was fortunate to volunteer alongside many Visit Orlando team members. It was a great reminder that we are in good hands with the future generation.

FIFA Club World Cup 2025™ Trophy Tour

Orlando welcomed the FIFA Club World Cup Trophy with a high-energy fan event at ICON Park on April 25. More than 500 locals and visitors snapped photos with the iconic trophy, met Orlando City SC’s mascot Kingston, and enjoyed family-friendly games, music, and giveaways. The event also featured remarks from Steve Hogan of Florida Citrus Sports and Chris Jaskiewicz of ICON Park. Visit Orlando teamed up with Orlando City SC, Florida Citrus Sports, Orlando Venues and ICON Park to bring the excitement of the tournament closer to our community—while capturing content to share globally to build momentum ahead of the FIFA Club World Cup matches coming to Orlando this summer.

Visit Orlando Supports the Mustard Seed of Central Florida at "raise The Table" Event

This past weekend, Visit Orlando attended The Mustard Seed of Central Florida's "Raise the Table" event. The Mustard Seed helps rebuild the lives of individuals and families who have experienced disaster or personal tragedy by providing household furnishings and clothing and was our 2024 Visit Orlando Magical Dining charity partner. The Mustard Seed has already made impactful use of the funds, replacing one of its aging 26-foot box trucks with an updated model. They are also in the process of developing a new sliding scale program fee that will consider family size and income—helping ensure more equitable access to support in the future.

In the News

Meetings Today: Visit Orlando names Charles Harris chief operating officer

Miami Herald: Eco-friendly Florida getaways: hotels, adventures & Earth day

TravelPulse: What’s new in Orlando for summer 2025

USA Today: How other Orlando hotels compare to Disney’s, Universal’s

365 Traveler Atlanta: Summer in Orlando shines with all-new experiences

USA Today: Pinkies up for afternoon tea: 10 luxury hotels that do it best

Afar: Where to travel in the U.S. with kids in 2025