This year, Visit Orlando’s Magical Dining, presented by Orlando Health, raised a new record at $352,218 for Orange County charities—a 30% increase from 2023! We announced the news with Orange County Mayor Jerry L. Demings at Visit Orlando’s Year-End Celebration Luncheon at the Hilton Orlando.

The program featured a record 151 restaurants, with 25 new additions and nine recognized by The MICHELIN Guide. We also honored top-performing restaurants from Visit Orlando’s Magical Dining. Congratulations to:

• Top Performing Restaurant: Seasons 52
• Top Performing New Restaurant ($40 Menu): Summer House on the Lake
• Top Performing New Restaurant ($60 Menu): Chayote Barrio Kitchen
• Largest Increase from 2023 to 2024: The Oceanaire Seafood Room

Visit Orlando’s Magical Dining has raised over $2.5 million for Orange County charities since 2009. The majority of this year’s donation will benefit The Mustard Seed of Central Florida, which plays a pivotal role in our community by helping residents and families recover from hardships while minimizing environmental impact.

A $3,000 donation will also be provided to one local nonprofit in each of Orange County’s six commission districts that provide services and resources to survivors of abuse in Central Florida. They include: Hope Along the Way; New Image Youth Center; Next Step Foundation; United Against Poverty; WASH Foundation; and CDA “WE Care.”

Today’s event provided an opportunity to celebrate Visit Orlando and the destination’s achievements, including global marketing campaigns, meetings and conventions sales efforts brining in groups of all sizes to the Orange County Convention Center and area hotels, our travel industry sales team's work training travel advisors and key destination wins, such as:

• Implemented 22 full-scale campaigns under the Unbelievably Real brand over 12 months, across leisure and meetings markets resulting in a return of an advertising spend of 473 to 1
• Booked 1,300+ future events resulting in a $3.3 billion economic impact
• Worked with more than 140 media and 40 influencers to create 5,200+ positive stories on our destination
• Partnered with 11 local content creators to help create more than 1,800 pieces of social media content
• Trained 27,000 travel advisors to drive leisure sales, especially in international markets, and more

We heard from community and industry leaders, including:

• President & CEO of United Arts of Central Florida Jennifer Evins provided insights about how Visit Orlando and United Arts have worked together to kickstart cultural tourism efforts and what lies ahead for the city’s vibrant arts scene.
   
• Brand USA's new President & CEO Fred Dixon shared how Brand USA promotes the United States as a premier travel destination, significantly boosting international visitation and spending, which in turn supports local jobs and fuels the economy. He also discussed the organization's focus on setting new records for inbound visitation by 2025, investing in team culture, strategic partnerships, global communications, AI, and innovation to enhance their mission.
   
• District 6 Orange County Commissioner Michael Scott spoke about his journey from starting in hospitality as a security officer to his current role in government relations, encouraging the audience to come together in a shared goal of protecting, nurturing, and growing our home.”

Thank you to the elected officials who joined us, including Orange County Commissioners, City of Orlando Commissioners and federal government representatives. We also appreciate our partners, industry and community leaders and attendees for their participation at our signature event.

Additionally, we honored Terry Prather, Chair at Dr. Phillips Charities, as he concludes his tenure as Visit Orlando Board Chair at the end of December. Under Terry’s leadership, we advanced Visit Orlando’s three-year strategic plan and made significant strides in developing a Destination Tourism Master Plan. This plan serves as the blueprint for preserving Orlando’s unique essence while fostering economic development in the years to come.

In keeping with tradition, Terry passed the ceremonial gavel to chair-elect Barb Bowden, Area Managing Director for Loews Hotels at Universal Orlando, who will now serve as Visit Orlando’s Board Chair.

2025 Board of Directors

Visit Orlando’s Year-End Celebration also recognized Visit Orlando’s outgoing and incoming board members. We’re proud to welcome the following leaders to the 2025-2026 board slate:

New Board Members

• Adam Babington, Vice President of External Affairs, Walt Disney World
• Trina Gregory, Owner of Se7en Bites
• Anne-Marie Hayward, Market President & Publisher of the Orlando Business Journal
• Marc Reicher, Senior Vice President/Florida Partner, For RIDA development Corporation/Hilton Orlando
• Nicole Wilson, Commissioner, District 1, Orange County Government

We bid farewell to Diana Font (DMFont Events) and Bob Miles (Bags Inc.). We thank them for their leadership and dedicated service to Visit Orlando, Central Florida and the tourism industry.

Honoring the Life & Legacy of Harris Rosen

We recognize Harris Rosen, a true visionary and community champion. He wasn’t just a hospitality leader; he was the heart of Orlando. Mr. Rosen's contributions went far beyond his tremendous impact on our tourism industry, touching lives across Central Florida through his extraordinary philanthropy.

Harris Rosen was Visit Orlando’s Board Chair in 1988 and 1989. And when I think of leaving a legacy, that’s exactly what he has done. His impact will forever resonate in Orlando and beyond, from his hotel empire and rescuing the Rosen Aquatic & Fitness Center to funding scholarships and building community centers.

Mr. Rosen was a man of action, humility and deep gratitude for the community that made his success possible. His life was a testament to the power of giving back. May we honor his legacy by continuing to support the causes he held so dear. Our deepest condolences to his family, friends and everyone whose lives he touched. Orlando has lost a giant, but his impact will be felt for generations to come.

Data & Trends

October 2024 TDT Collections: Orange County's Tourist Development Tax (TDT) collections received by Orange County for the October 2024 TDT collection month were $29,468,200. Although this amount is less than the record setting October 2022 collection amount, it is still $68,100 more than last October’s collections. This represents a 0.2% increase from the previous year. This is a good start to the new collection year that began on October 1.

Compared to last month, October collections were higher than September collections by $3.7 million or 14.4%. In addition, October collections were lower than October 2022 collections by $1.9 million. The chart below shows the monthly year-over-year dollar amount change in TDT collections since October 2022.
 
October’s Hotel Occupancy and Demand Surpassed Prior Year: Metro Orlando’s travel performance in October 2024 showed healthy growth compared to the prior year. Hotel occupancy rose by 2.3% to 71.9%, and room demand increased by 3.3%. The average daily rate (ADR) saw a slight 0.7% decrease to $188.90. Hurricane Milton contributed to the higher occupancy and lower ADR, as the region provided evacuees shelter during the storm. The Orange County Convention Center experienced a 20% surge in citywide attendance, bolstered by events like the FABTECH 2024 tradeshow, which brought 30,000 attendees to the area.
 
Hotel Metrics: Metro Orlando’s hotel occupancy rate for the week ending November 30, 2024, was 63.7% which was up 4.8% from the same week last year. The average daily rate for the week was $171.80 which was down 4.3% from last year. Room night demand surpassed prior year by 5.5%.

Across the Industry

Collaboration with Virgin Atlantic Holidays: September is a key booking month in the UK, and Visit Orlando stayed top of mind by partnering with major airlines for their September Sale. Our marketing team worked with Virgin Atlantic Holidays to highlight Orlando in their summer campaign. The collaboration, part of the Virgin Atlantic Holidays and Visit Orlando co-op partnership resulted in both passenger numbers and room night bookings increases compared to the same time last year. Additionally, Virgin Atlantic recently announced an increase in capacity for next summer, adding three additional flights from London Heathrow to Orlando from July 11 to Sept. 7.

Smart Meetings Platinum Choice Awards: Visit Orlando has been recognized in Smart Meetings' 2024 Platinum Choice Awards, an honor that highlights top venues and destinations in the meetings industry. Smart Meetings, a leading publisher for meeting professionals, selects award winners to inspire new ways to gather and engage guests. Congratulations to Conrad Orlando and Evermore Orlando Resort, which were also named among the winners. Learn more.

Top Places to Visit in 2025: Orlando continues to shine as a top travel destination, and now Universal Orlando Resort has been named one of Travel + Leisure's 50 Best Places to Travel in 2025! Universal Epic Universe, opening in May 2025, will feature five new lands, including attractions based on Nintendo's Mario, classic monsters like Dracula and Frankenstein, and The Wizarding World of Harry Potter. The expansion will also include three new resorts, including the Universal Helios Grand Hotel, joining the resort's Signature Collection. "Universal Epic Universe will transform Universal Orlando into a weeklong vacation destination. This exciting growth happening in Orlando will bring even more travelers to our destination in 2025 and beyond.”

Around the Destination

Congratulations to Orange County Commissioners: We extend our congratulations to Orange County District 1 Commissioner Nicole H. Wilson and District 3 Commissioner Mayra Uribe on their re-election, and a special welcome to District 5 Commissioner-elect Dr. Kelly Semrad. We look forward to continuing our collaborative efforts with the Orange County government to drive positive change and growth in our community.

New OUC EV Charging Station at the OCCC: The Orange County Convention Center (OCCC) and Orlando Utilities Commission (OUC) commemorated the opening of OUC’s ReCharge Mobility Hub this week. Located near the OCCC’s North Concourse, this high-speed electric vehicle (EV) charging hub provides seamless, hassle-free charging for visitors and guests in the Convention Center District. With user-friendly interfaces and lightning-fast charging, this new hub makes it easier than ever to stay on the move sustainably. Read more.

Major Simulation Industry Show Returns to Orlando: Visit Orlando supported the National Training and Simulation Association’s (NTSA) Speakers Reception at the 2024 Interservice/Industry Training, Simulation and Education Conference (I/ITSEC), held Dec. 2-6 at the Orange County Convention Center I/ITSEC is the world’s largest modeling, simulation, and training event. NTSA has hosted this signature event in Orlando since 2024. This year, I/ITSEC is expected to bring an estimated $51 million economic impact to the community, benefiting local businesses, vendors, and hospitality workers. Visit Orlando’s Chief Sales Officer, Lisa Messina, welcomed the group and thanked them for their continued support of the destination.

Visit Orlando Engaged!

Transportation and Connectivity: This week, I had the opportunity to moderate a panel discussion at the Florida Transportation, Growth & Infrastructure Solution Summit. Our session focused on the critical role of improving Florida's airport, cruise line, and high-speed rail infrastructure to support economic growth and sustain the state's record-breaking tourism industry. I was joined by two distinguished panelists: Brian Kronberg, senior vice president of development and construction at Brightline, and Basil Binns, deputy director for administration and business development at Miami International Airport.

Together, we discussed expansion projects, technological advancements, and strategic partnerships shaping Florida's transportation future. The conversation highlighted how these infrastructure improvements are enhancing the travel experience and contributing to the state's economy. It was a valuable discussion that emphasized the need for continued investment in Florida's transportation networks to maintain its status as a leading global destination.

ANA Educational Foundation: Visit Orlando’s Chief Marketing Officer Danielle Hollander spoke to graduate students at Rollins College as part of the Association of National Advertising Managers (ANA) Global CMO Homecoming initiative. The ANA, the U.S. advertising industry’s oldest and largest trade association, promotes cooperative relationships between regional and national advertising industries, manufacturers, dealers, and advertisers and agencies. Danielle provided an overview of Visit Orlando and shared examples of campaigns our team has launched to highlight the entire destination and attract more global travelers.

Collaborative Press Trip: On Nov. 24, Visit Orlando's public relations team partnered with Universal Orlando Resort to host six UK media and influencers for a day of shopping at The Mall at Millenia and Orlando International Premium Outlets. The holiday-themed press trip showcased Orlando as the ideal destination for international visitors to do their holiday shopping while also highlighting the year-round appeal of the city's shopping options.

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