Visit Orlando’s mission is to inspire, promote, and grow global travel to Orlando for economic and community benefit. One of our roles as a destination marketing organization is to tell the story of how tourism drives that benefit. That’s why we implemented a local campaign, "Tourism Benefits You," showcasing how tourism fuels local businesses, enriches arts and culture, and inspires careers.

Thanks to tourism, small businesses thrive, schools are renovated and upgraded, arts and culture flourish, local sports venues receive support, and our community is energized with a diverse workforce.

In Orange County, tourism saves each household $7,500 in annual taxes—and enhances our quality of life by fostering job growth, charitable programs and more.

While our community is extremely supportive of our industry, we recognize that there are still several misconceptions about the tourism industry. This is why we're addressing these concerns through the “Tourism Benefits You” campaign.

We will leverage the campaign by implementing outdoor billboards, paid social, digital display, radio and print advertisements directing to the “Tourism Benefits You” landing page. Additional advertisements will be developed in English and Spanish highlighting the impact tourism has on schools, jobs and other industries.

We’re working hard to tell the story of how the benefits of tourism are widespread in our community. In 2023 alone, more than $4 million in cultural tourism grants were given to 40 different arts organizations. That money was from the Tourist Development Tax paid by visitors.

The hospitality industry is also one with great opportunity to start and grow a career. Research from Career Source shows that an entry-level wage in tourism is $8,000 a year higher than the average Central Florida entry-level salary.

Tourism career opportunities are boundless and there are countless examples right here in our community. Barb Bowden worked at hotels while in college and started her career as a front desk manager. She is now Area Managing Director for Loews Hotels at Universal Orlando and a current Visit Orlando board member.

Or consider Epic Paddle Adventures co-founder Jenny Wright, who stated that tourists and residents helped grow her business at a rate of 200% in a single year.

Through “Tourism Benefits You,” we want to share stories about how tourism enhances Orlando’s quality of life, making our region an attractive place to live, work and play. We also want to foster a lasting understanding and appreciation among residents for the value of the hospitality and tourism industry.

For more inspiring stories and information about the campaign, we invite you to visit TourismBenefitsYou.com.

Data & Trends

Metro Orlando’s hotel occupancy rate for the week ending July 13, 2024, was 67.2% which was down 8.4% from the same week last year. The average daily rate for the week was $173.11, which was down 1.4% from last year. Room night demand trailed the prior year by 7.7%.

Around the Destination

New Chief Sales Officer at Visit Orlando: On Aug. 19, Lisa Messina will join Visit Orlando as our new chief sales officer overseeing several departments, including the meeting & convention sales and experience team, travel industry sales, membership and supporting services. Lisa’s impressive career spans three decades in leadership roles at several of the meetings and events industry’s leading organizations. Most recently, she served as the Chief Sales Officer for the Las Vegas Convention & Visitors Authority. We’re excited to welcome Lisa to our team. Read more.

Visit Orlando’s Magical Dining: We're gearing up for the return of Visit Orlando’s Magical Dining presented by Orlando Health from Aug. 16 to Sept. 30. This year’s program comes with a record-breaking 151 restaurants, including 24 new restaurants and nine recognized by the MICHELIN Guide. Throughout the six-week run, restaurants will offer three-course, prix-fixe menus for $40 or $60, continuing the tiered menu system introduced in 2023. Make reservations today at OrlandoMagicalDining.com.  
 
Each year, Visit Orlando’s Magical Dining selects nonprofit organizations that make an impact on the Orlando community as charity beneficiaries, with $1 for each $40 meal and $2 for each $60 meal going toward the organization. This year’s beneficiary is The Mustard Seed of Central Florida, focused on helping residents and families recover from hardships while minimizing environmental impact.

ICAST: This week, the International Convention of Allied Sportfishing Trades (ICAST) held its conference at the Orange County Convention Center (OCCC). According to ICAST, Orlando and the OCCC offer the most cost-effective space for exhibitors and attendees, lodging accommodation, travel convenience and more. As the premier showcase for the latest innovations in gear, tackle, accessories and apparel, ICAST is the cornerstone of the sportfishing industry. In 2023, ICAST garnered more than 13,300 attendees from 80 countries and all 50 U.S. states. This year, attendance is expected to be the highest of the post-pandemic era, making a positive economic impact on our community.

Visit Orlando Engaged!

Destinations International Annual Convention: Visit Orlando team members attended Destinations International’s Annual Convention in Tampa, Florida. Destinations International is the global association for destination professionals that focuses on equipping and empowering its members to better fulfill their missions. Visit Orlando had the opportunity to present at two panels, attend educational sessions to learn new strategies and tools for destination marketing organizations and connect with Visit Orlando’s incoming Chief Sales Officer Lisa Messina. Hot topics discussed were around how destinations can harness the power of AI and destination stewardship. Keynote speaker, Havard University professor and best-selling author Arthur Brooks shared his research on happiness noting that the three keys are enjoyment, satisfaction and purpose.

Chicago Sales Mission: Visit Orlando and 18 members hosted over 60 Chicago-based clients for a client event. The gathering celebrated partnerships and success within Orlando's meetings and conventions industry and allowed our team to share destination updates with key clients.

CFHLA Tee It Up For Tourism: The Central Florida Hotel & Lodging Association (CFHLA) hosted its annual Tee It Up For Tourism golf, team building and networking event. The Visit Orlando team participants included Justin Leonard, Keith Swider, Stan Rubins, Vickie Keliher and Kristin Westover, with LaVell Monger of RTW Photography.

In the News

Flamingo Magazine: What to do in Orlando

Meetings Today: Visit Orlando names Lisa Messina as new chief sales officer

Toronto Sun: Things to do on a girls' trip to Orlando

Travel + Leisure: This low-cost carrier just announced a major Florida expansion with flights to Palm Beach, Sarasota, and Orlando

With the Blinks: The perfect 3 day Orlando itinerary with kids