A healthy destination balances three key audiences: domestic, meetings & events, and international travelers. Compared to domestic visitors, international travelers stay longer in our destination, generally over a week. This length of stay benefits Orlando by spreading demand more evenly. That's why attracting more international visitors is a priority for Visit Orlando and attending events like U.S. Travel Association's IPW are so important.
As the leading inbound travel trade show, IPW connects US travel exhibitors (destinations around the country and various travel brands) with international travel buyers and media to promote their products and negotiate future business.
The Visit Orlando team at IPW 2025.
This week, Visit Orlando, alongside a delegation of 20 member organizations, represented our destination at the U.S. Travel Association's annual event in Chicago. This year’s event welcomed over 5,000 attendees from 64 countries, including 1,800 international buyers and media.
Visit Orlando’s senior public relations managers, Amy Rodenbrock and Leo Salazar, participate in IPW’s media marketplace.
Over the course of the week, Visit Orlando held over 250 appointments with key clients with the potential to bring additional business to Orlando. During a media marketplace, the team pitched story ideas to more than 40 international journalists. And, we hosted a press event drawing over 325 media attendees where we showcased what makes Orlando Unbelievably Real—from our world-class theme parks to our culinary community, vibrant arts and culture experiences to blockbuster sports events already underway this summer. The Orlando Magic’s Stuff delighted the audience with a special appearance and photo opportunities.
Visit Orlando Chief Sales Officer Lisa Messina welcomes guests at a client event with Experience Kissimmee President and CEO DT Minich.
And because collaboration is key to long-term success, Visit Orlando partnered with Experience Kissimmee on a client event with more than 250 attendees to further the conversations about the destination that started on the show floor. At both the client event and press conference, Orlando-based musicians Live Hart and Randy Ryals performed, demonstrating Orlando’s extensive creative talent.
Results from the week are already coming in with more than 20 media stories, including Ladevi, which reaches audiences in Argentina, Chile, Colombia, Ecuador, Mexico, Peru and Spain, UK’s Travel Pursuit, Brazil’s Mercado & Eventos and Panrotas, with more expected in the coming weeks.
Data & Trends
Weekly Hotel Metrics
Metro Orlando’s hotel occupancy rate for the week ending June 14, 2025, was 74.4%, up 4.8% from the same week last year. The average daily rate for the week was $197.89, up 6.1% from last year. Room night demand surpassed the prior year by 6.8%.
Around the Destination
Vist Orlando's Quarterly Update to Tourist Development Council
Visit Orlando provided a quarterly update to the Orange County Tourist Development Council. Visit Orlando’s new Chief Operating Officer, Charles Harris, kicked off the update with our recent visitation data of 75.3 million visitors with an international visitation increase of 5.9%. In addition, team members from Visit Orlando’s Market Research & Insights, Meetings & Conventions and Global Marketing teams shared recent highlights, including:
CVENT naming Orlando the No. 1 top meetings destination in the country for the 10th time
How Visit Orlando worked with NBC’s TODAY show to showcase the breadth of our destination
The ways we leverage opportunities with Michelin to host the 2025 guide announcement with key clients and international media attending.
Lisa Messina, Visit Orlando’s chief sales officer, speaks during Visit Orlando’s Power Lunch at the Hyatt Regency Orlando.
Membership Power Lunch Highlights With Lisa Messina
Visit Orlando’s membership team hosted a sold-out Power Lunch at the Hyatt Regency Orlando, sponsored by Disney Meeting & Events. Lisa Messina, Visit Orlando's chief sales officer, provided updates on the destination’s meetings and conventions and travel industry sales strategies to attract more meetings and visitors. She also highlighted the strategies in place for the remainder of 2025, including a growing presence in international markets with trade representation and feedback shared during CoLAB. CoLAB is a new initiative that brings our customers and the community together to gain firsthand feedback to innovate the destination of the future and ultimately retain Orlando’s position as the No. 1 meetings & conventions destination.
FIFA Club World Cup 2025™ Kicks Off in Orlando
The FIFA Club World Cup is underway, marking another milestone in Orlando’s rise as a global sports destination. The opening match between South African club Mamelodi Sundowns FC and South Korean club Ulsan HD FC took place last week, with more high-profile matches on the way. Orlando is set to host six total matches across Inter&Co Stadium and Camping World Stadium through July 4. Major international events like this drive global exposure while generating strong economic impact for our local businesses. Click Here to purchase tickets.
L to R: Former State Representative Bobby Olszewski, Global-5; Jim Schnorf, Orlando Dreamers Co-Founder; Dr. Rick Workman, Orlando Dreamers Control Group Majority Owner; and Barry Larkin, National Baseball Hall of Famer, NL MVP, 12-time All-Star, and World Series Champion.
Orlando Dreamers Major League Baseball Update
Earlier this week, Visit Orlando attended the International Drive Chamber luncheon, which featured a panel that included MLB Hall-of-Famer Barry Larkin, investor Dr. Rick Workman and leadership from the Orlando Dreamers group. The panel shared updates on their efforts to secure funding and engage the community around the proposal for a Major League Baseball stadium on International Drive. We look forward to following the progress of this proposal and what it could mean for the region.
Visit Orlando Engaged!
Event Leaders Exchange CEO Nicola Kastner and Senior Director of Corporate Events Danielle Giannantonio at Signia by Hilton Orlando Bonnet Creek during their site visit.
Visit Orlando Hosts ELX Site Visit Ahead of 2026 Summit
From June 8–10, Visit Orlando hosted the Event Leaders Exchange (ELX) for a site visit ahead of the ELX North American Summit 2026, set to take place in Orlando this February. Representing $8.1 billion in the meetings and conventions sector and $15 million in annual travel and expenses, ELX is a key player in the global corporate events space.
During their visit, attendees stayed at Evermore Orlando Resort and toured several places across the destination, including Capa Steakhouse & Bar, Dr. Phillips Center for the Performing Arts, Hyatt Regency Orlando, Signia by Hilton Orlando Bonnet Creek and the Universal Helios Grand Hotel, a Loews Hotel. Hosting ELX reinforces Orlando’s role as a top-tier meetings destination and provides valuable opportunities to build relationships while making a positive impact on our region’s economy.
Amy Rodenbrock, Visit Orlando public relations senior manager, presents award for The Best Food/Drink story at the Travel Media Association of Canada Conference Gala.
Visit Orlando Attends Travel Media Association of Canada's Annual Conference
Visit Orlando’s public relations team attended the Travel Media Association of Canada (TMAC) annual conference on June 5-7 in Saskatoon, Canada. As part of the conference, the team participated in a two-day media marketplace where they met with 20 media, content creators and travel influencers to pitch new story opportunities, each designed to broaden the understanding of the expansive visitor offerings across the destination. Visit Orlando also had the opportunity to educate conference attendees about Orlando’s thriving culinary scene by sponsoring “The Best Food/Drink” story award category at the TMAC Gala.
Leo Salazar, Visit Orlando public relations senior manager, and Gabriella Cervantes, public relations senior representative, explore the newly unveiled Titanic: The Artifact Exhibition.
Historic Titanic Necklace Unveiled in Orlando
Members of Visit Orlando’s public relations team recently attended the unveiling of Titanic: The Artifact Exhibition’s newly conserved black glass necklace. The piece was recovered from the Titanic shipwreck, about 2.5 miles below sea level. It is on display in the “Life Onboard” room, which showcases items that passengers would have used on the ship. The exhibition offers a look into the past, highlighting efforts to preserve history and honor the legacy of the voyage.
Connecting With Gaming's Next Generation at EsportsTravel Summit
Visit Orlando attended the EsportsTravel Summit, the world’s largest gathering of esports tournament and video game event organizers, to stay updated on the latest esports trends and industry needs. Our participation in this event is crucial as esports continues to grow rapidly, attracting a new generation of fans, athletes, and travelers. By engaging with esports organizers, we aim to bring large-scale gaming events to our destination, creating significant economic impact through hotel stays and off-site activities. Our involvement not only strengthens our relationships with industry leaders but also positions Orlando as a premier destination for esports events. The esports industry is forecasted to grow from $3 billion in 2025 to $10 billion by 2032, a five-fold increase in just a decade.
