I’m pleased to share that Orlando welcomed 76.7 million visitors in 2025, reinforcing our industry’s role as a major driver of economic impact for our region. That total represents nearly 2% growth over 2024. We shared this record-breaking milestone at Visit Orlando’s annual Travel & Tourism Event at the Orange County Convention Center.

Key findings included:

• Domestic travel drove most of the growth, reaching a new record of 70.3 million domestic visitors
• Visitation grew from several key international markets, including the United Kingdom, Brazil, Mexico and Colombia
• The group meetings segment increased by 3.1%

Each year, visitation starts at zero — and through strategic marketing and our world-class experiences, Orlando welcomes millions of visitors. That visitation fuels our local economy, supports businesses across the region, creates jobs and pathways to advancement, and helps residents sustain a quality of life rarely found in destinations of our size. Read more here.

Beyond the visitation announcement, the event explored how travel is evolving — and what those shifts mean for Orlando’s economy — with several surprise moments woven into the program.

Adam Ochman, senior director of Wanderlab at Tripadvisor, shared insights from the company’s Trendcast Report, highlighting travel behaviors shaping demand and experience design — trends that align closely with our destination’s strengths.

Key trends included:

• Kid‑influenced travel: Children are increasingly shaping where families go and what they do, with experience bookings that include children’s tickets up more than 47% year over year. 
• Future Foodists: Travelers are planning entire trips around food, with bookings for food experiences up 25% year over year and heritage food markets seeing triple‑digit growth. 
• Humanized hospitality: Experiences with locals are up 38% year over year, reinforcing the growing importance of meaningful human connection in travel.

Adam also announced Common Ground, a new YouTube series collaboration between Visit Orlando and Tripadvisor launching later this summer. The series brings together voices from different worlds for unscripted conversations about travel, food, music, sports and connection. Upcoming episodes with Orlando raised Broadway star and actor Micheal James Scott, the Valentine brothers and Orlando native and founding member of *NSYNC Joey Fatone, alongside Chef Richard Blais of Four Flamingos restaurant and Brazilian soccer legend Kaka with Orlando Pride Player Rafaelle Souza.

Geoff Freeman, president and CEO of U.S. Travel Association, addressed the national travel landscape and reinforced the role travel plays as a driver of economic growth.

Key takeaways included:

• Travel, a $1.4 Trillion industry, remains a critical contributor to local and national economies. 
• Notable achievements such as task forces for the World Cup & Olympics, along with improved international connections and the advancement of trusted traveler systems advance our industry.
• Policies and infrastructure that support travel growth are necessary and essential to sustaining economic impact.

The event also included a surprise moment from Orlando raised Broadway star, actor and recording artist Michael James Scott, with the world premiere his new song, “Brighter.” Inspired by Orlando, the song reflects what it means to come from a place that gave him belief and possibility — and what it feels like to come home again. Scan the QR code to be notified when the song is released.

Orange County Mayor Jerry L. Demings shared an update on the strength of the meetings and conventions sector. In fiscal year 2025–26, the Orange County Convention Center is projected to host 185 events, welcoming an estimated 2.3 million attendees and generating $5 billion in economic impact.

Barb Bowden, Visit Orlando board chair and area managing director of operations at Loews Hotels at Universal Orlando, emphasized tourism’s role beyond visitation — including our industry’s ability to create opportunity and respond in moments of need. Following the abrupt shutdown of Spirit Airlines, Visit Orlando — with support from hotel partners providing offers — launched a dedicated webpage to assist impacted travelers. 

Jason Siegel, president and CEO of the Greater Orlando Sports Commission, announced Orlando has been selected as a host city for the only International Olympic multisport qualifier tied to the LA28 Summer Olympic Games — the result of a strategic effort that began eight years ago in collaboration with Orange County and the City of Orlando.

With 76.7 million visitors in 2025, Olympic trials coming to the region and a memorable performance inspired by our destination, the future is indeed brighter in Orlando. Thank you to our members and partners, elected officials and industry professionals who joined us and helped make the event a success!

Data & Trends

March 2026 Travel Insights & TDT Collections

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending May 2, 2026, was 75.8%, down 2.8% from the same week last year. Room night demand trailed last year by 2.5%. The Average Daily Rate (ADR) for the week was $223.68, up 0.3% from last year.

Across the Industry

Global Meetings Industry Day

On May 6, Visit Orlando joined the national celebration of Global Meetings Industry Day (GMID), recognizing meetings and events as a powerful economic engine for Orlando. Meetings at the Orange County Convention Center support approximately 28,000 jobs — including roles in audiovisual, security and event operations — while benefiting up to 1,200 local businesses. Beyond economic impact, meetings fuel innovation, collaboration and long‑term community growth. Through GMID, we recognize the people and partnerships that keep Orlando connected — now and into the future.

Learn more

Around the Destination 

National Travel & Tourism Week

From May 3–9, destinations across the country recognized National Travel & Tourism Week (NTTW), celebrating the essential role tourism plays in our country’s economy, workforce and way of life. Throughout the week, Visit Orlando participated in several activities highlighting tourism’s impact across our community.

Frontline Workers Appreciation Activation

To kick off NTTW on May 4, our team recognized frontline professionals who help shape our destination’s visitor experience. We delivered more than 2,000 custom cookies featuring a thank-you message to the Transportation Security Administration, U.S. Customs and Border Protection, the Orange County Sheriff’s Office, Orange County Fire Rescue stations 54 and 57, and local transportation partners including taxi and rideshare drivers.

Cookies were delivered to workers at Orlando International Airport and the Orange County Convention Center. These professionals are often the first and last touchpoints for millions of visitors — supporting jobs, small businesses and the broader community while helping ensure a strong first impression of our destination.

Golden Brick Awards

We joined the Downtown Orlando Partnership’s Golden Brick Awards on May 5 at Steinmetz Hall at the Dr. Phillips Center for the Performing Arts to celebrate the people, projects and initiatives driving downtown Orlando forward. Visit Orlando presented the Hospitality and Dining Award, highlighting tourism’s role in supporting small businesses, fueling jobs and enhancing quality of life.

Several honorees reflected the strength of the travel and tourism industry, including Sparrow, Travel + Leisure, the 2025 FIFA Club World Cup, the Dr. Phillips Center Frontyard Holiday Festival, the 2025 Vans Warped Tour and Florida Citrus Sports’ 80 Years of Impact Celebration.

Congratulations to this year’s honorees, with special recognition to Steve Hogan and Florida Citrus Sports for receiving the Award of Excellence. To learn more, view the digital program. 

Joint Chamber Breakfast

On May 6, we hosted a Joint Chamber Breakfast at the Dr. Phillips Center for the Performing Arts, bringing together chamber leaders from across Central Florida for a presentation on Orlando’s travel and tourism industry and the work Visit Orlando does to sell and market our destination. We shared data, trends and insights shaping the visitor economy, along with tourism’s impact on jobs and small businesses. The program also highlighted engagement opportunities for chambers and local businesses, including a firsthand perspective from a small business participating in the visitor economy.

Poet, author and educator Shawn Welcome shared his personal story of how working with the tourism industry and helped him grow his business and treated attendees to a performance of his poem, “Unbelievably Real”.

Thank you to the chamber and business leaders who joined us and continue to champion the region’s growth and success. We appreciate your partnership and shared commitment to strengthening Central Florida.

Staff Appreciation Event

This afternoon, Visit Orlando closed out a busy National Travel & Tourism Week with a team appreciation gathering. It gave us time to connect, recognize the people behind the work and enjoy time together. Every day, our team helps market, promote and sell our destination to the world — supporting jobs and small businesses across the region while enhancing our community’s quality of life and welcoming millions of visitors. The impact of travel and tourism starts with the people who power it. Grateful for this team and the impact you make.

Dave Lutz Honored With Lifetime Achievement Award

On May 7, the PCMA Foundation honored Dave Lutz, Visit Orlando board member and president and CEO of Velvet Chainsaw Consulting, with the Lifetime Achievement Award during its annual Visionary Awards at the Walter E. Washington Convention Center in Washington, D.C. The Lifetime Achievement Award is presented annually at the PCMA Visionary Awards, honoring leaders who have made sustained, meaningful contributions to advancing the meetings and events profession. It celebrates individuals who elevate the industry through thought leadership, mentorship and the development of best practices. Congratulations, Dave.

Lisa Messina Recognized In Obj’s 2026 Women Who Mean Business

On May 7, Orlando Business Journal recognized Lisa Messina, Visit Orlando chief sales officer, as a 2026 Women Who Mean Business award recipient during its annual celebration at Hilton Orlando. The program spotlights Central Florida leaders who drive innovation, lead with purpose and give back to the communities they serve. Honorees represented a wide range of industries, including travel and tourism, health care, law, real estate, arts and culture and more, reflecting the region’s diverse and dynamic business community. Congratulations, Lisa.

In the News

Corporate & Incentive Travel: Orlando: Makes Meetings Easy

WESH: Orlando sets tourism record with 76.7 million visitors

NBC Sports: Orlando among cities to host 2028 Olympic Q-Series