This week, a new study from Tourism Economics revealed that Central Florida’s tourism industry generated a record $94.5 billion in total economic impact in 2024, a 2.2% increase over the previous year. Commissioned by Visit Orlando, Experience Kissimmee, Seminole County and the Central Florida Hotel & Lodging Association (CFHLA), the report underscores how essential tourism is to our region’s economy.

According to Adam Sacks, president of Tourism Economics, the Central Florida visitor economy has doubled in size over the past 15 years. Among the hundreds of destinations evaluated annually, Central Florida’s success is truly extraordinary.

Key findings from the report:

• Direct visitor spending generated $59.9 billion. This equates to visitors spending more than $164 million daily.
• This level of visitor spending offsets the annual tax burden for Orange County residents by 10,200 per household.
• Tourism supports 37% of all jobs in the region.
• The total economic impact supported more than 468,000 jobs in 2024, a nearly 1% increase from 2023.
• In 2024, state and local taxes collected from visitor activity increased by 2.5%, reaching $6.7 billion.

In May, Visit Orlando announced that Central Florida welcomed 75.3 million visitors, reaffirming our position as the most visited destination in the U.S. and a top-ranked location for meetings and conferences. This success is the result of decades of strategic effort by our tourism industry to build a globally competitive destination that delivers meaningful economic returns.

Every visitor we welcome builds a connection to our community and strengthens our local economy. And every January, our visitation numbers reset to zero, which means the work to protect and grow our market share begins again. Holding the title of top U.S. destination is not a coincidence—it’s the result of a smart, sustained effort across our industry.

As we look ahead, it’s more important than ever to invest in innovative, data-driven strategies that inspire travel to Orlando and ensure our region remains a global leader in tourism.

Visit Orlando’s Industry Insights Forum

This week, Visit Orlando hosted an Industry Insights Forum at Loews Royal Pacific Resort. Tourism professionals from across the region gathered for strategic learning and collaboration. Economist Dr. Anirban Basu, chairman and CEO of Sage Policy Group, Inc., delivered the keynote Monetary Masala, sharing that while the U.S. economy is growing slowly, it is not in recession — consumer spending remains strong, especially in travel. Maria Henson, Visit Orlando’s senior director of market insights and research, followed with a look into Orlando specific travel performance, highlighting Orlando’s resilient demand and brand strength, particularly among families.

Despite economic headwinds, Orlando is well positioned for a strong fourth quarter. Here are the key insights from the general session:

• Hotel demand is pacing 4–5% for Q4 2025 compared to Q4 2024, signaling strong momentum heading into the holiday season.
• Short-term rentals are surging, with more than 20,000 units now in Orange County, creating new competition for traditional hotels.
• Families are leading the recovery, with households with children showing stronger intent to visit than adult-only travelers across international markets.
• Orlando’s brand remains resilient, maintaining mid-60s consideration rates among U.S. families — on par with pre-pandemic levels and competitive with global destinations like Japan and Dubai.

Attendees also participated in Visit Orlando-led Learning Labs covering topics including elevating meetings and events, leveraging content creators and influencers, practical tips to use AI, leveraging marketing communications strategy, hotel sales and using data to turn insights into action. Thank you to the elected officials, tourism ambassadors and industry professionals who joined us. Together, we’re turning insights into action to strengthen Orlando’s position as a top global destination.

Visit Orlando to Present Annual Update to County Commissioners

Visit Orlando will share its annual update with the Orange County Board of County Commissioners on Tuesday, August 26 at 9 a.m. at the County Administration Building. The presentation will include highlights from the past year and a review of the recent audit report.

Your presence in the audience would be greatly appreciated and helps show strong community support for our region’s tourism industry. If you’re unable to attend in person, you can watch the meeting online here.

Data & Trends

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending August 16, 2025, was 59.6%, down 0.7% from the same week last year. The average daily rate for the week was $160.78, up 1.8% from last year. Room night demand surpassed last year by 1.1%.

Around the Destination

Visit Orlando’s Magical Dining Underway

Now’s the chance to participate in Visit Orlando’s Magical Dining, presented by Orlando Health. Through Sept. 30, diners can enjoy three-course prix-fixe menus for $40 or $60 at more than 160 restaurants across Central Florida — including 24 new additions, 15 MICHELIN Guide-recognized spots and special edition dishes at select locations. This year’s program also features Visit Orlando Magical Nights, pairing dining with exclusive hotel offers at more than 20 Orlando properties.

Every meal supports a cause, with $1 from each $40 menu and $2 from each $60 menu benefiting REED Charitable Foundation, focused on ending the literacy crisis through accessible educator training. Visit Orlando will also award $3,000 donations to nonprofits in each of Orange County’s six commission districts. Browse menus and book reservations at OrlandoMagicalDining.com.

2025 State of the City Address

This week, City of Orlando Mayor Buddy Dyer delivered the 2025 State of the City Address at The Plaza Live on Aug. 19. Speaking to residents and industry professionals, Mayor Dyer shared how Orlando is evolving into a national leader in bioscience, medical technology, simulation and defense. Additionally, our destination is positioning itself at the forefront of next-generation air travel with plans for vertiports. This innovation could revolutionize how visitors and residents move around the region, enhancing connectivity and reducing travel time.

Mayor Dyer also outlined the city’s focus on foundational services, future-focused investments and bold innovation. He announced $406 million in public safety funding, 4,600 acres of expanded green space, streamlined housing development and the impact of 12 Main Street districts supporting small businesses. The event also celebrated Orlando’s 150th anniversary, a milestone that underscores the city’s rich history and bright future.

Florida Citrus Sports Kickoff to Football Event

Visit Orlando was proud to attend An Evening With Kirk Herbstreit on Aug. 14 at the Country Club of Orlando, part of the 80th Citrus Bowl season presented by AdventHealth. Hosted by Florida Citrus Sports, the event featured the ESPN analyst and longtime College GameDay personality sharing insights on the upcoming college football season and engaging in a live audience Q&A. Events like this are vital to reinforcing Orlando’s reputation as a premier sports destination.

Visit Orlando Engaged!

Orlando Welcomes Latin American Media

Visit Orlando’s public relations team partnered with Royal Caribbean for a second year to host one of the largest Latin American press trips to date. The Land and Sea group press trip brought together top-tier media outlets and content creators to experience both Orlando’s vibrant offerings and the debut of Royal Caribbean’s Star of the Seas, the world’s largest cruise ship. By highlighting the seamless connection between Orlando and Port Canaveral, the initiative reinforced our destination’s appeal for extended land-and-sea vacations. Welcoming international media creates valuable exposure in key outlets across Latin America, inspiring future travelers and expanding our reach in this priority market.

Sharing The State of Travel & Tourism

Maria Henson, Visit Orlando’s senior director of market research and insights, recently shared the latest travel and tourism trends at the Central Florida Hotel & Lodging Association’s Vacation Ownership Council Meeting. These small group sessions provide a valuable opportunity to engage directly with community partners and ensure they’re equipped to navigate the evolving tourism landscape. Maria covered current and future travel patterns and addressed questions that impact our partners’ internal strategic planning. 

Additionally, Maria presented at the Orlando Regional REALTOR® Association’s 2025 State of Real Estate for Orange County. It was a valuable opportunity to share the state of our tourism industry and connect with community partners on the vital role tourism plays in driving our local economy, supporting jobs and enhancing quality of life. We’re energized by every opportunity to educate and engage with leaders across industries. By strengthening these collaborations, we’re helping ensure Central Florida continues to thrive for residents and visitors alike.

Disney Starlight at Magic Kingdom Park

Last month, Walt Disney World debuted Disney Starlight: Dream the Night Away at Magic Kingdom Park. It’s a new nighttime parade that transforms Main Street, U.S.A. into a starlit stage, where Disney and Pixar stories ranging from Moana and Encanto to Frozen and Pinocchio come to life in a shimmering processional led by the Blue Fairy. Experiences like this reinforce why Central Florida continues to be the world’s premier destination for unforgettable moments, attracting visitors from around the globe. At Visit Orlando, we’re proud to support and spotlight the unique experiences that make our region truly magical.

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