Visit Orlando attended World Travel Market Latin America (WTM LATAM), the premier B2B global event for the Latin American travel industry, at the Expo Center Norte in São Paulo, Brazil.

This event provided our team the opportunity to meet with top clients responsible for selling Orlando and key media to drive future destination coverage. Nearly 30,000 travel professionals attended this year’s trade show—a 5% increase from prior years.

During the three-day event, your Visit Orlando team met with tour operators and airline partners, engaged with media outlets, content creators and influencers, and interacted with more than 500 travel agents.

We hosted a marketplace and training seminar for over 450 travel advisors along with participating Visit Orlando members representing Brightline, Copa Airlines, Kennedy Space Center Visitor Complex, Margaritaville Resort Orlando, Merlin Entertainments, Orlando Magic, Ramada Plaza International Drive, Rosen Hotels and Resorts, United Parks and Universal Orlando Resort.

These sessions were designed to showcase new and unique experiences in Orlando while fostering solid and long-lasting partnerships with travel experts.

Additionally, Visit Orlando’s public relations team represented the destination at the TravMedia International Media Marketplace (IMM) LATAM, the leading global networking event connecting the travel industry with editors, journalists, broadcasters, and influencers.

Overall, the team held one-on-one appointments with more than 40 editors, travel writers, freelancers, and content creators to discuss what’s new in Orlando.

The team’s efforts throughout the events resulted in extensive media coverage from leading LATAM publications, including Brasilturis, PANROTAS, and Travel2latam, highlighting the latest news and Orlando’s newest attractions and developments.

Driving Summer Travel to Orlando

After wrapping up our "Winter Doesn't Exist" campaign at the end of March, Visit Orlando launched a second domestic push on April 21 running through May to drive summer travel demand. The full-funnel media campaign includes broadcast and streaming TV, out-of-home (OOH), digital display, paid social and paid search. There is also high-profile OOH in Boston, Philadelphia, Chicago, Baltimore, and Houston, plus a light rail train wrap with “Unbelievably Real” branding in Charlotte, and a three-screen takeover at Times Square in New York City across from the Broadway Theatre.

Data & Trends

Metro Orlando’s hotel occupancy rate for the week ending April 19, 2025, was 76.6% up 6.2% from the same week last year. The average daily rate for the week was $233.43, up 7% from last year. Room night demand surpassed the prior year by 7%.

Around the Destination

Register for Visit Orlando’s Travel & Tourism Event

Mark your calendars for Visit Orlando's Travel & Tourism Event on Thursday, May 8, at the Orange County Convention Center. We’re celebrating National Travel & Tourism Week and recognizing our industry’s critical role in powering economies, communities and connections, with an industry update and great networking opportunities for professionals, business leaders, and community members. You’ll hear from Mitch Mitchem, CEO of HIVE Interactive, who will deliver a keynote on how AI is shaping industries and empowering individuals. Additionally, the Blue Man Group will take center stage, bringing their iconic energy to our luncheon with a special performance. For corporate table purchases, email Kelly Kinney.

Rosen College Ranked No. 1 for Hospitality Education

UCF’s Rosen College of Hospitality Management has once again set the global standard, ranking No. 1 in the world for hospitality education in 2025, according to CEOWORLD. This prestigious honor reflects Rosen College’s commitment to excellence, with rankings based on academic reputation, job placement, global influence, and employer feedback from industry professionals worldwide.

Orlando is proud to be home to the No. 1 hospitality program in the world, and we congratulate UCF’s Rosen College of Hospitality Management on this well-deserved recognition. With hospitality at the heart of our region’s economy, having a top-ranked institution like Rosen College in our backyard ensures a strong pipeline of talented, passionate leaders who will drive innovation in our industry for years to come. Many of our Visit Orlando team members are proud Rosen alumni, and we see firsthand the caliber of professionals the college produces.

Visit Orlando Engaged!

See What’s New in Orlando

In Visit Orlando’s latest destination video, "What’s the Vibe in 2025," we feature our city's brand-new attractions, live entertainment, world-class sporting events, and more—all exciting experiences available only in Orlando. The video also spotlights Universal Orlando Resort’s highly anticipated theme park, Universal Epic Universe, set to open on May 22. Watch and share with your audiences on social media—and remember to tag @VisitOrlando!

Visit Orlando Connects with IAAPA Members

This week, Lisa Messina, Visit Orlando’s chief sales officer, helped kick off the International Association of Amusement Parks and Attractions (IAAPA) 2025 Meetup season. IAAPA is a global trade association serving the attractions industry.

As the keynote speaker for the first Meetup of the year, Lisa spoke to more than 100 Florida-based IAAPA members about the value of tourism and meetings in Orlando. She highlighted the economic impact the annual IAAPA Expo has on our community, as well as new and exciting attractions, experiences, and conventions coming to the destination. Orlando has hosted the expo for more than 10 years, and this year’s event is expected to attract over 40,000 attendees.

Delta, MCO, Visit Orlando Discuss Future of Business Travel

The Central & North Florida Chapter (CNFBTA) of the Global Business Travel Association hosted a panel, "Elevating Business Travel – Innovations in Aviation," on April 24 at the Orlando International Airport (MCO). CNFBTA provides its members with information on travel and meetings technology, services, legislation, security, benchmarking, and costs that affect the business travel and meetings industry.

Robert Leavitt, Visit Orlando’s market research & insights senior analyst, emphasized that while there’s shifting sentiment and data on a national level—regarding how the U.S. is perceived internationally—those trends don’t necessarily reflect what’s happening in Orlando. Data points and national patterns can change daily but it doesn’t mean it directly applies to our local landscape.

In the News

Travel and Tour World: Orlando International Airport shines with top honors for customer service and concessions excellence

New York Times: 36 hours in Orlando, Fla.: things to do and see

PureWow: The 20 best girls trip ideas to get the gang together this summer

USA Today: Orlando’s wildest hotel pools and water parks perfect for families

ClickOrlando.com: Orange County aims to attract Jacksonville Jaguars, WWE, UFC events

USA Today: 6 must-visit spas in Orlando to hit after the theme parks