Central Florida's tourism industry reached a new milestone in 2025, generating a record $98.6 billion in economic impact across Orange, Osceola and Seminole counties.
That's big news for our region, but the real story is what those dollars mean for our community.
According to a new Tourism Economics study, direct visitor spending reached $62.9 billion in 2025, an increase of 5% compared to 2024, equating to more than $172 million spent every day throughout the region.
Tourism related activity generated $7.1 billion in state and local tax revenue last year, helping fund essential services like schools, public safety infrastructure and arts & culture throughout Central Florida. And, tourism supported more than 476,000 jobs, accounting for more than one-third of all employment in Central Florida.
Because of tourism, the average household tax burden is offset by $7,690 annually, with that impact reaching $10,705 per household in Orange County.
As discussions continue around Tourist Development Tax revenue, it's important to understand the full picture. While TDT helps fund destination marketing and community initiatives, it represents just 7% of the total tax revenue generated by visitors. The remaining revenue comes from sales and other taxes generated when travelers stay in our hotels, dine in our restaurants, shop at local businesses and attend meetings and conventions.
Maintaining that level of economic impact requires constant effort. Competition for travelers is more intense than ever, with destinations around the world competing for visitors, meetings and major events.
That's why Visit Orlando invests in strategic marketing and public relations campaigns, trains more than 48,000 travel advisors annually, and works year-round with meeting planners and industry partners to bring business to our destination. Last year, the team booked 1,685 events for 2025 and beyond to be held at the Orange County Convention Center or venues throughout Orange County.
Every Jan. 1, we start over at zero visitors. The record 76.7 million travelers who chose Central Florida in 2025 demonstrate the power of that collective effort.
Tourism remains the backbone of our regional economy, creating jobs, generating tax revenue and strengthening our community with every visitor we welcome.
Small Business Spotlight
Meeting Movers, Inc.
Helping Move Orlando's Meetings Industry
When people think about Orlando's visitor economy, hotels, theme parks and convention centers often come to mind first. But thousands of small businesses work behind the scenes to support visitors and events, often in ways travelers never see.
One example is Orlando-based Meeting Movers, Inc. (MMI), a woman-owned company that has been supporting meetings, conventions and events for more than 25 years.
Led by owner Susan Fatutta, MMI helps meeting planners manage one of the most important parts of the attendee experience: getting people where they need to be. On any given day, that could mean arranging a luxury sedan for a VIP executive or coordinating a fleet of 50 coach buses for a citywide convention.
Unlike traditional transportation companies, MMI doesn't serve individual travelers. Instead, it works directly with meeting planners, associations and event organizers to ensure attendees move seamlessly between airports, hotels, convention venues and special events.
"I love the challenge of creating a plan and bringing it to life," Susan said. "I also enjoy meeting people and showing them what Orlando has to offer."
A Visit Orlando member since its first year in business, MMI has grown alongside Orlando's meetings industry. Susan said Visit Orlando has helped the company build relationships with meeting planners nationwide and showcase its services to potential clients. MMI is not only a member but also a trusted partner in providing transportation for site visits for existing and potential clients showcasing Orlando for their next meeting destination.
Giving back is also central to the company's culture. For more than 15 years, MMI has hosted Hospitality Helps, a Toys for Tots drive that brings hospitality professionals together to support children across Central Florida. This year's event will take place in November at Topgolf Orlando.
While visitors may never see the work happening behind the scenes, companies like Meeting Movers help create the seamless experiences that keep Orlando's meetings and conventions industry moving.
Data & Trends
Weekly Metrics
Metro Orlando’s hotel occupancy rate for the week ending July 25, 2026, was 69.6%, down 7% from the same week last year. Room night demand trailed last year by 7.6%. The Average Daily Rate (ADR) for the week was $181.05 up 4.5% from last year.
Across the Industry
U.S. Travel's Summer Summit & Board Meeting
Visit Orlando joined travel industry leaders from across the country at the U.S. Travel Association's 2026 Summer Summit in San Diego. The event brought together senior executives to discuss the trends, challenges and opportunities shaping the future of travel.
As chair of the DMO CEO Roundtable, I had the opportunity to be part of discussions with executives from Delta Air Lines and Waymo, along with destination leaders from across the country, exploring how innovation, major events and strategic partnerships are transforming the visitor experience.
Key takeaways:
- World Cup Impact: The greatest value often comes from social engagement, storytelling and PR, along with tremendous economic impact. We need to build on the US pride that was created by hosting this global event.
- Airline Partnerships: Major events create opportunities to deepen airline relationships and support long-term growth.
- Embracing Innovation: Destinations that raise their hand and test emerging technologies are best positioned to lead the future of travel.
Travel + Leisure Recognizes Orlando Resorts In World's Best Awards
Congratulations to The Ritz-Carlton Orlando, Grande Lakes, Waldorf Astoria Orlando, The Alfond Inn and Evermore Orlando Resort for being named among Travel + Leisure's World's Best Awards 2026 15 Best Resorts in Florida. Based on reader voting, the annual awards recognize exceptional hospitality experiences and service. Honors like these help showcase the quality and diversity of Orlando's resort offerings, which play a key role in setting our destination apart and creating unforgettable experiences for visitors from around the world.
Around the Destination
Save The Date For Visit Orlando's Magical Dining, Presented By Orlando Health
Visit Orlando's Magical Dining, presented by Orlando Health, returns Aug. 14-Sept. 30, offering three-course prix-fixe menus at restaurants across Central Florida. Now in its 21st year, the program continues to showcase Orlando's acclaimed dining scene while supporting local restaurants and nonprofits.
This year's program features a record 188 participating restaurants, including 38 new additions and 16 recognized by the MICHELIN Guide. OCA (Opportunity, Community, Ability), which supports individuals with autism and developmental differences and their families, will serve as the 2026 primary beneficiary. Since 2009, Visit Orlando’s Magical Dining has raised nearly $3.3 million for local nonprofits, demonstrating how a great meal can also make a meaningful impact in our community.
Make reservations now at OrlandoMagicalDining.com.
Visit Orlando Engaged!
BCD Meetings & Events Fam
This week, Visit Orlando hosted a four-day familiarization tour for BCD Meetings & Events, a global company that helps organizations source hotels and plan corporate programs worldwide. Attendees toured 17 venues and connected with local hospitality partners, including Hyatt Regency Orlando, Hilton Orlando, Waldorf Astoria Orlando and Orlando World Center Marriott, gaining firsthand insight into Orlando's meetings and events offerings.
Orlando remains one of BCD's most important destinations, with 229 meetings booked in Orlando year to date in 2026, making it one of the company's highest-volume and highest-spend markets globally. By providing direct exposure to our destination, planners gain critical knowledge about meetings and events capabilities to bring future meetings and convention business to Orlando, benefiting our entire tourism community.
Orlando To Host Sigma Pi Phi Event In 2028
Orlando will welcome the Sigma Pi Phi Fraternity Grand Boulé to our destination in 2028. Sigma Pi Phi is the nation's oldest African American Greek-letter fraternity, bringing together accomplished leaders from business, government, medicine and other professions.
In preparation of the event coming to Orlando, Collette Johnson, Visit Orlando's national accounts director, joined representatives from Hyatt Regency Orlando in Dallas at their 2026 event and promoted Orlando's selection as the host destination, including sharing information about what attendees can expect. The 2028 Grand Boulé is projected to generate $11.4 million in economic impact for the region while supporting local businesses and jobs.
In the News
Chat Magazine (UK): 6 reasons to visit Orlando
DINE Magazine (Canada): Orlando’s Best Restaurants: Where the Real Magic Is on the Menu
Digital Spy (UK): Orlando Off the Beaten Path: Top Non-Theme Park Activities
Yahoo Travel: This crazy-popular tourist spot is the best budget-friendly getaway in the U.S.
