As part of Visit Orlando’s strategic plan to expand our reach in international leisure markets, our new brand “Unbelievably Real” made its debut in Québec, Canada on Feb. 27 as “Incroyablement Vrai.” This is the first time since 2014 that Visit Orlando has advertised in the Québec market.

Emphasizing the incredible and diverse range of attractions and experiences across the destination and embodying the unique character of Orlando, the campaign includes Québec-focused TV, digital and social media advertising, and digital billboards targeting Montréal. TV and OOH advertising will run through April 23, with digital and social components running through June 30.

All creative directs residents to to learn about our famous theme parks, exciting outdoor attractions and expanding dining scene.

To complement the advertising campaign, our team has focused on increased publicity efforts to garner earned media coverage by hosting several Québec-based media in the destination since the beginning of the year. Coverage has been very successful, appearing in TravelPulsePAX Nouvelles, major Montréal newspaper 24 Heures and the magazine 7 Jours.


Domestic Press Trip

Our public relations team hosted five U.S. media during an arts and culture, wellness and dining themed press trip. The group enjoyed Orlando’s diverse culinary scene, including Michelin-recognized restaurants BACÁNCapa and The Pinery; wellness activities like the Lake Nona Performance Club and Beer Spa Orlando; and arts and cultural experiences offered at Morse Museum and the Dr. Phillips Center for the Performing Arts.

The journalists contribute to media outlets, including INSIDER, The New York Times, Yahoo!, Wine Enthusiast, Southern Living, The Dallas Voice, Austin Food Magazine and Thrillist.


January 2023 TDT Collections

Orange County's Tourist Development Tax (TDT) collections for January kicked off the new year at $29 million — a 29.3% increase over January 2022, $6.6 million higher than January 2022 earnings. TDT funds are designated by Orange County government for specific purposes, including promoting tourism, the Orange County Convention Center, sports stadiums and arenas, performing arts venues and museums.

Demand was healthy for leisure and convention hotel properties, and from January 2022 to January 2023, the Orange County Convention Center reported a 14% increase in attendance across 11 events, which included Professional Golfers Association (PGA), VMX, the world's largest veterinary conference, FUN Show 2023 and SURF EXPO.

Weekly Lodging Results: For the week ending February 25, 2023, Metro Orlando occupancy was 86.9%, up from 80.9% from the previous week and up 1.2% from last year. The average daily rate was $236.53, up 16.5% from last year.


Across the Industry

M&C Sales Mission: Visit Orlando hosted a sales mission in Philadelphia for key in-house and city-wide travel-trade suppliers, including conference planners, corporate, third party and pharmaceutical markets. Sales missions provide our team with access to novel meeting planners and help raise our brand’s exposure and increase our M&C market share.


Around the Destination

Golden Pineapple Awards:
 Congrats to Central Florida Hotel & Lodging Association (CFHLA) for hosting the Golden Pineapple Awards. Each year CFHLA hosts this fun and touching event to recognize front-line employees from hotels across Central Florida for the amazing service they provide. Our team enjoyed the incredible stories shared, from overcoming adversity to going above and beyond in service. Congratulations to all the award nominees and winners!


Visit Orlando Engaged!

Mentoring Monday: Orlando Business Journal hosted its 10th annual Mentoring Monday. Visit Orlando’s chief marketing officer, Danielle Hollander; Visit Orlando board member and area managing director for Loews Hotels at Universal Orlando, Barbara Bowden; and Visit Orlando board member and market president and publisher at Orlando Business Journal, Donna Dyson, served as mentors. The event unites leading professionals across Central Florida to develop individuals in their current and future careers.


Panel Discussion: UCF Rosen College of Hospitality Management invited Visit Orlando, Disney and Universal Orlando Resort to present to University College of Northern Denmark students. Visit Orlando‘s vice president of marketing, Toni Caracciolo, and director of market research & insights, Maria Henson, shared insights on creating industry partnerships, travel trends and marketing strategies for destination marketing organizations.

Casandra Matej's photo and signature for Tourism Matters