As Labor Day weekend approaches, Orlando continues to lead as a top destination for travelers. According to AAA, Orlando ranks as the No. 1 East Coast destination for Labor Day weekend travel, a reflection of strong demand and interest in our region.
Advance leisure hotel bookings are pacing 3% ahead of last year, signaling a healthy holiday weekend for our local tourism economy. Nationally, AAA reports that travel costs are trending downward: domestic roundtrip airfare is down 6% and car rentals are 3% cheaper compared to last year. These declines are encouraging more spontaneous travel, with shorter booking windows and a surge in last-minute getaways, especially around peak travel days, like holiday weekends.
Looking ahead, the momentum continues. According to the latest Amadeus data, total bookings for October through December in Orlando are pacing 5% ahead of last year. This signals sustained interest in our destination and reinforces Orlando’s position as a desirable market.
But Labor Day isn’t just for visitors; it’s also a great time for residents to rediscover what makes Orlando special.
Acropolis Greek Taverna
Visit Orlando’s Magical Dining, presented by Orlando Health, is in full swing. With more than 160 restaurants offering three-course, prix-fixe menus for $40 or $60, the program showcases the depth and diversity of our culinary scene. This year’s lineup features 24 new restaurants, 15 MICHELIN Guide-recognized eateries and a new twist — special edition dishes at select locations. Residents can also take advantage of Visit Orlando Magical Nights, pairing dining with exclusive hotel offers at more than 25 Orlando properties.
Beyond the table, there’s plenty happening throughout the weekend. From live music and family fun to cultural festivals and outdoor adventures, there’s something for everyone to enjoy. Explore the events here.
Visit Orlando remains focused on delivering timely data and resources that support our region’s travel industry. As we head into a busy holiday weekend and a promising fall season, we’ll continue sharing insights and opportunities that help our community stay informed, connected and ready for what’s next.
Visit Orlando's BCC Update
This week, Visit Orlando presented its annual update to the Orange County Board of County Commissioners. The meeting began with strong public support, as more than two dozen voices from across the community, including arts, sports, nonprofits, and small businesses spoke to the positive impact of our work. Our presentation focused on our continued progress in response to the county audit.
We’ll continue working with Orange County Administration on next steps. If you'd like to watch the full presentation, you can find the video here. Visit Orlando’s presentation begins at 3:06:05.
Data & Trends
Weekly Hotel Metrics
Metro Orlando’s hotel occupancy rate for the week ending August 23, 2025, was 59.2%, down 1.1% from the same week last year. The average daily rate for the week was $156.57, down 0.3% from last year. Room night demand surpassed last year by 0.7%.
Across The Industry
L to R: Zack Brodersen, Central Florida Hotel & Lodging Association government affairs manager Barb Bowden; Visit Orlando board chair and Loews Hotels at Universal Orlando area managing director, ops; Casandra Matej, Visit Orlando president and CEO; Sarah Nemes, United Parks & Resorts director of external affairs; Marc Reicher, Visit Orlando board member and RIDA Development Corporation executive vice president and Florida partner; Adam Babington, Visit Orlando board member and Walt Disney World vice president of external affairs; Danielle Hollander, Visit Orlando chief marketing officer; Robert Agrusa, Visit Orlando board member and Central Florida Hotel & Lodging Association president and CEO.
Florida Governor's Conference On Tourism
Visit Orlando joined nearly 1,000 tourism professionals at the 2025 Florida Governor’s Conference on Tourism (GC25), held August 27–29 at the Omni Orlando Resort at ChampionsGate. As Florida’s leading educational event for the tourism industry, GC25 featured more than nine hours of networking and dozens of breakout sessions focused on trends, challenges and opportunities shaping the visitor economy.
Visit Orlando receives a Bronze Award in the websites category for the redesign of VisitOrlando.com at the Flagler Awards.
Each year at the conference, VISIT FLORIDA holds the Flagler Awards, which honor outstanding tourism marketing efforts across Florida. Visit Orlando received a Bronze Award in the Websites category for the redesign of VisitOrlando.com. Visit Orlando’s collection of nine sites in five languages serve as the official resource for domestic and international visitors, featuring an extensive events calendar, more than 1,600 member listings, exclusive offers and inspirational articles to support itinerary planning. The redesign also introduced four new in-language sites — Spanish, Portuguese, French Canadian and German — each offering tailored content to better serve global audiences.
Additionally, Robert Ripley was inducted into the Florida Tourism Hall of Fame, recognizing a century of influence on the state’s visitor experience. Ripley’s legacy lives on through Ripley Entertainment, Inc., headquartered in Orlando and operating a diverse portfolio of attractions across Florida — including three Believe It or Not! museums, four retail locations, a train tour, paranormal investigation experience, two mirror mazes and a moving theater. This honor reflects Ripley’s enduring impact on Florida’s tourism landscape and the continued relevance of his creative vision.
Visit Orlando representatives attend a session at the 2025 Florida Governor’s Conference with deans and directors from hospitality management programs across Florida.
Visit Orlando attended a session at the 2025 Florida Governor’s Conference with Deans and Directors from hospitality management programs across Florida. For the past two years, this group has been working to advance Hospitality Management as a Program of Strategic Emphasis in our state. With Florida leading the nation in visitation, the shared goal is to prepare and deliver top talent to fuel this powerful industry. Visit Orlando is proud to support this important work and the positive impact it will have on the future of the hospitality industry.
Around the Destination
The Live + Local Music Season Is Here!
From Sept. 1 through Oct. 30, Central Florida will come alive with over 100 live music events across eight weeks. Experience everything from Afrobeat to opera, Latin jazz to folk — performed by local rising stars and award-winning artists. Between concert halls, museums and unexpected pop-up spaces, this season is your chance to explore music in dynamic, accessible settings across the region. Explore the curated lineup and full event calendar at ArtsinOrlando.com/Fall.
Visit Orlando Engaged!
Visit Orlando’s Jasmin Hough, brand marketing manager; Kathy Brown, vice president of marketing; and Dipika Hernandez, senior public relations manager, attend U.S. Travel Association’s ESTO 2025.
U.S. Travel's ESTO Conference
The U.S. Travel Association hosted ESTO 2025, the industry’s premier learning and collaboration event for destination marketing professionals, in Phoenix, Arizona, August 17–19. More than 1,000 attendees from across the country came together to explore bold strategies, test new tools and lean into the power of storytelling to better connect with travelers.
Visit Orlando team members attended to learn how destinations are navigating uncertainty, embracing innovation and building stronger partnerships. Keynotes from Jenny Wood, author and former Google executive, and Rob Bredow, senior vice president of creative innovation, digital production and technology at Lucasfilm, challenged us to rethink creative problem-solving and turn discomfort into opportunity. From immersive experiences like the AI Playground to moments of connection through community service, ESTO 2025 offered fresh perspectives that will help shape how Visit Orlando continues to tell our destination's story.
L to R: Adeta Gayah, Visit Orlando’s senior director of social media and content; Tammie Carlisle, Milestone assistant vice president of sales hospitality; Maricarmen Cardenas, IDeaS solutions engineering; and Hal Fickett, HSMAI Central Florida president and Flip.To account executive.
Visit Orlando Joins AI Conversation At HSMAI's August Luncheon
As AI continues to reshape how we connect with travelers, Visit Orlando was proud to join the conversation at HSMAI Central Florida’s August Luncheon on Aug. 27. Held at Andretti Indoor Karting & Games Orlando, the event brought together hospitality professionals for “Beyond the AI Hype: Real AI Hacks to Supercharge Business,” sharing practical insights and forward-thinking strategies to help the industry harness AI’s potential.
The event featured a panel of industry experts, including Adeta Gayah, Visit Orlando’s senior director of social media and content, along with Tammie Carlisle of Milestone Inc. and Maricarmen Cardenas of IDeaS. The discussion highlighted practical ways AI is being used to personalize guest experiences, optimize marketing strategies and improve operational efficiency. Adeta shared some ways she and her team are leveraging AI in smart platform integrations, using it for campaign ideation, and some advice on prompt engineering. She also discussed the importance of ethical guidelines and establishing a strong AI policy to support the use of AI in a safe way.
