This week, nearly 500 members and industry leaders attended Visit Orlando's Industry Insights Forum at the Orange County Convention Center. The half-day educational event explored trends shaping the future of travel and tourism, including economic and travel forecasts, artificial intelligence’s impact on business and social media strategy and audience insights.

Economist Dr. Anirban Basu, chairman and CEO of Sage Policy Group, opened the General Session with an analysis of inflation, artificial intelligence, workforce trends and tourism's role in driving Central Florida's economy. Maria Henson, Visit Orlando's senior director of market research and insights, followed with a data-driven look at destination performance, visitor trends and the evolving priorities of meeting planners, including Orlando's competitive position and the increasing importance of delivering meaningful attendee experiences.

The new Executive Insights Lunch featured Malavika Rao, GVP of Brand Strategy at Razorfish, who shared research on Generation Alpha and its growing influence on family travel decisions.

A few key takeaways included:

• Orlando's job growth continues to outpace the nation. Over the past two years, the Orlando metro area has added jobs at a faster rate than the U.S. overall, with leisure and hospitality continuing to lead the way. 
   
• Shorter booking windows are back. For domestic travelers, the booking window for travel has gotten shorter with the average now around 40 days in advance. Timing is critical for messaging and marketing effectiveness.
   
• Tell people why the news matters. Our panel of media and influencers emphasized that whether announcing a hotel renovation, convention center expansion, new attraction or special event, the most effective stories explain what's unique, why it matters and the impact it will have on visitors and our community. 
   
• Prioritize the experience. Meeting planners are increasingly prioritizing attendee experience over attendance numbers, creating new opportunities for businesses to deliver more meaningful and memorable events. 
   
• Authenticity drives engagement. Travelers connect with genuine stories and real local perspectives. While AI can support content creation, authentic storytelling remains one of the most effective ways to build meaningful connections.

Thank you to our guest presenters, Visit Orlando subject matter experts and attendees who contributed to a day of learning and industry connection. As we look ahead, the conversations and connections sparked at the Industry Insights Forum will continue to help strengthen our tourism community and position Orlando for future success.

That spirit of collaboration extends beyond our industry. Thank you to everyone who supported the REED Charitable Foundation donation drive at the event. The drive will continue at Visit Orlando’s membership and signature events throughout the year, helping provide resources that build strong reading foundations for children in our community.

Learn more about how you can donate: REED Charitable Foundation™

Data & Trends

June Travel Performance

June's tourism performance showed a mix of positive and negative trends across key travel metrics. Orange County hotel occupancy rate trailed last year. However, citywide attendance at the Orange County Convention Center was up 19% and short-term rentals saw strong growth.

The softer hotel performance may have been influenced by several factors, including the FIFA World Cup, which could have shifted some travel demand to host cities or caused some travelers to delay U.S. trips due to anticipated travel costs.

Weekly Metrics

Metro Orlando’s hotel market delivered a strong performance for the week ending August 1, 2026, with gains across occupancy, demand, and average daily rate. Occupancy reached 71.7%, up 8% from the same week last year, while room night demand exceeded last year's level by more than 7%. Average Daily Rate (ADR) rose 8.8% year over year to $181.05.

The market benefited from increases in both leisure and group demand. Group demand was supported by the tail end of NEXTPRO Sports, the Church of God Biennial General Assembly 2026, and a variety of in-house conventions across the destination.

Across the Industry

Celebration of Life For Lenay Gore

I had the privilege of attending the Celebration of Life for Lenay Gore, a longtime leader in the meetings and conventions industry and a valued Visit Orlando client through her work with the American Public Transportation Association (APTA). For more than 20 years, I had the honor of knowing Lenay, and one theme echoed throughout the service as friends and colleagues traveled from across the country to celebrate her life: Lenay’s true superpower was connecting people.

Whether through her professional roles, industry service or personal relationships, she had an extraordinary ability to bring people together, open doors, share opportunities and build lasting connections. As our industry continues to thrive on relationships, Lenay leaves a powerful reminder that our greatest impact is often measured not by what we accomplish, but by the people we connect and uplift along the way.

Around the Destination

Brad Gilmour Named Park President of Seaworld Orlando, Discovery Cove, Aquatica Orlando

Congratulations to Visit Orlando board member Brad Gilmour on being named park president of SeaWorld Orlando, Discovery Cove and Aquatica Orlando. Brad, who most recently served as park president of Discovery Cove and Aquatica Orlando, brings 23 years of experience with the company to his expanded leadership role.

We look forward to Brad’s continued partnership and the positive impact his leadership will have on our destination and tourism industry as SeaWorld Orlando, Discovery Cove and Aquatica Orlando continue creating exceptional experiences for visitors.

Back-to-school Savings Available Through Aug. 20

Now through Aug. 20, Florida families can save on essential back-to-school purchases during the state's Back to School Sales Tax Holiday. Eligible items include school supplies priced at $50 or less, clothing, footwear and accessories priced at $100 or less, wallets and bags such as backpacks priced at $100 or less, and learning aids and puzzles priced at $30 or less.

The tax holiday also includes personal computers and qualifying computer accessories purchased for noncommercial home or personal use, with a sales price of $1,500 or less. As students prepare to head back to the classroom, this annual tax break offers an opportunity to save on everything from notebooks and pencils to laptops and tablets. Be sure to view the full list of eligible items before you shop.

Learn more

Visit Orlando Engaged!

Sharing Visit Orlando’s Magical Dining with Pediatric Patients

On Aug. 6, Visit Orlando and Orlando Health Arnold Palmer Hospital for Children partnered to bring the spirit of Visit Orlando’s Magical Dining, presented by Orlando Health, directly to pediatric patients through an interactive culinary experience.

Three participating Visit Orlando’s Magical Dining restaurants (Trabucco, Delaney’s Tavern and The Boheme) provided menu samples, engaged with patients as they created their own menus and participated in live interviews from Ryan Seacrest Studios, creating a memorable experience that showcased local restaurants while supporting patient wellness, creativity and community connection.

Visit Orlando’s Magical Dining launches Aug. 14, offering three-course, prix-fixe dinners at participating restaurants across Central Florida. Make reservations today at OrlandoMagicalDining.com.

ELX Annual Congress Connects Visit Orlando with Top Event Decision-makers

Visit Orlando attended the ELX Annual Congress July 27-30 in Las Vegas, joining senior corporate event strategy leaders from some of the world's most influential brands. The member-led gathering provided an opportunity to strengthen relationships, exchange industry insights and engage directly with decision-makers who influence where major meetings and events are held.

One of the biggest takeaways was the importance of building authentic connections. Event leaders are looking for trusted partners, new ideas and destinations that can help them create meaningful experiences for attendees. Those conversations are important to stay up to date with what planners need today and help position Orlando for future meetings, conventions and business events. 

Global Press Trips Drive Syndicated Coverage Across Key Markets

Visit Orlando’s Global Public Relations team strategically hosted journalists and freelancers whose stories had the potential to reach audiences far beyond a single publication. Press trips across the U.S., Brazil, the U.K. and Germany generated high-impact coverage syndicated across more than 60 national, regional and international outlets, including placements through Tribune Publishing, Rota de Férias, National World and a 50-minute special on Germany’s Radio Reis.

Four journalists participating in Colombia’s sports-themed and hidden-gems press trips also produced stories that were collectively picked up by more than 10 outlets. Together, this coverage showcased the breadth of Orlando experiences to key audience segments, from couples and luxury-seeking travelers to sports fans and culinary travelers.

In the News

Black Meetings & Tourism: $98.6 Billion: New Record Set For Central Florida Tourism Industry’s Economic Impact In 2025

Spectrum News 13: Orlando ranks best all-round value for summer vacations

Vidalturismo (Mexico): A New Way to Explore Orlando This Summer

DRIFT Travel (Canada): Family Hotels in Orlando: 7 Family Resorts Compared