To boost visitation, Visit Orlando is always looking to attract new types of travelers to the destination. For the first time, Visit Orlando is launching a City Break campaign to position the destination as a premier urban getaway for Gen Z travelers in the U.S. It will begin Sept. 15 and run through Nov. 15.

Through research, we’ve found that of 41% of U.S. travelers interested in city break-style trips, only 21% currently consider Orlando. Our goal is to shift this perception by spotlighting our destination’s culinary scene, nightlife, shopping and cosmopolitan appeal.

To reach Gen Z where they are, Visit Orlando will deliver authentic content showcasing the city’s energy through a TikTok-first strategy and partnerships through the TikTok Creator Network — an official platform used to partner with TikTok influencers to generate authentic and engaging promotional content. By collaborating with creators, we can market our region to Gen Z travelers and drive tourism and boost the local economy.

This effort includes social media content featuring places to visit and experience, such as girls’ and guys’ night out around the destination at Live! at the Pointe Orlando, The Eye Restaurant Lounge and the historic Mills 50 neighborhood, along with insider tips that help Gen Z travelers explore Orlando like a local. The campaign also includes specifically created TV spots that will run on connected television as well as a presence on Netflix Top 10.

We’re also launching a new Gen Z-focused landing page, live today, that will include our region’s neighborhoods, restaurants, nightlife, outdoor adventures and can't-miss events. As an integrated campaign, additional components include e-newsletter promotions, along with a September content creator trip focused on the ultimate girl's getaway.

By highlighting Orlando as both convenient and upscale, Visit Orlando is working to redefine the city as a vibrant, value-rich urban escape for younger audiences.

This campaign not only repositions Orlando for Gen Z but also supports our local businesses and community by driving meaningful tourism and economic impact. Explore how WKMG spotlighted the campaign and join us in amplifying Orlando’s story as a premier city break destination through TikTok.

Data & Trends

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending September 6, 2025, was 55.6%, up 0.6% from the same week last year. The average daily rate for the week was $155.16, up 0.2% from last year. Room night demand surpassed last year by 2.4%.

Across the Industry

Visit Orlando Attends ASAE CEO Conclave

From Sept. 4–7, the American Society of Association Executives™ (ASAE) hosted its exclusive CEO Conclave for association executives nationwide in Las Vegas. For Visit Orlando, the event provided an opportunity to network with association CEOs who represent future meetings opportunities and to stay ahead of emerging trends.

Sessions included:

• A panel featuring Trent Gillespie, former Amazon executive and current CEO of StellisAI, who presented a CEO-ready framework for using artificial intelligence to meet the needs of future members.
• A keynote on Saturday by Heather R. Younger, workplace culture expert and best-selling author, who explored how compassion-driven leadership fuels engagement and results.

Key takeaways from Trent Gillespie:

• Use AI to reinvent what is possible. AI strategy should be driven by leadership and vision.
• Forty percent of employees are using AI — even if it goes against company policy.
• Question and explore the future: What are the gaps, and how can AI help? What tasks take a long time, and can AI make your organization more efficient?
• AI agents are part of your organizational structure — treat them as part of the team.
• Educate, train and re-educate all team members on AI. Create a culture where AI is the norm.

Insights from Heather R. Younger included:

• Lead yourself.
• Lead your team.
• Lead your industry.
• Practice the Cycle of Listening: Recognize the unsaid, seek to understand, decode, act and close the loop.

Around the Destination

2025 Marketing & Communications Summit

Visit Orlando hosted the 2025 Marketing & Communications Summit, convening agency partners from across the U.S., Canada, UK, Ireland, Germany, Mexico, Brazil, Colombia and the Orlando-based team to align on strategic marketing and communications priorities for 2026.

The summit emphasized collaboration across creative, media, social, content, data, sales and public relations disciplines to support Visit Orlando’s global positioning and strategic plan. The summit included:

• Sports, Arts & Culinary Roundtable: Our agency partners learned directly from local leaders in three key destination pillars, hearing from Jason Siegel, president and CEO of Greater Orlando Sports; Thali Sugisawa, director of cultural tourism at United Arts of Central Florida; and Pam Brandon, prolific cookbook author and feature writer for Winter Park Magazine. 
   
• Key Market Updates: We invited members of Visit Orlando's Marketing and Communications Committees to learn about trends with media and consumer habits from each market lead.  
   
• Ideation Sessions: The teams collaborated during strategic planning and brainstorming sessions to lay the groundwork for tactical plans around themes including sports, America’s 250th birthday and more. 
   
• Destination Education: Throughout the summit, we curated experiences for agency partners to gain a better understanding of the destination with several culinary experiences, eco-tourism tours, a CSR activity at Give Kids the World Village and time at Orlando’s newest theme park, Universal Epic Universe.

Orange Appeal’s Orlando Women’s Conference

Earlier this week, Visit Orlando team members had the opportunity to attend the 15th annual Orlando Women’s Conference, held at the Dr. Phillips Center for the Performing Arts. This inspiring event, hosted by Orange Appeal magazine, brought together a dynamic community of professionals, entrepreneurs and changemakers for a day of connection, empowerment and forward-thinking dialogue.

I was honored to serve on The Future of the Economy panel, where we explored how Orlando is evolving, the challenges we face and the opportunities ahead. Tourism continues to be a powerful engine for our region — generating $94.5 billion in economic impact, supporting nearly 468,000 jobs and saving each household $7,400 annually. But beyond the numbers, it’s about people. It’s about creating pathways for small businesses, elevating our neighborhoods, and building a destination that reflects the diversity and innovation of our community. One area we must tackle together is transportation. As our region expands, so does the need for smart, connected mobility solutions that serve residents, visitors and businesses alike.

One of the most thought-provoking moments came during the luncheon keynote, which explored the future of technology and the role of artificial intelligence. Imagine a world where personal avatars can speak multiple languages, breaking down barriers and making global connections seamless. It's the future we’re stepping into.

Thanks to conversations such as these, I’m more confident than ever in our region’s potential and proud to be part of shaping what comes next.

Visit Orlando Engaged!

Visit Orlando Partners with the Travel Mom for National Grandparents Day

In celebration of National Grandparents Day on Sept. 7, Visit Orlando teamed up with Emily Kaufman — known as The Travel Mom — to showcase Orlando as the perfect destination for multigenerational travel. Through a series of broadcast TV segments airing in key markets across the U.S., including Houston, Atlanta and Washington D.C., Emily shared her personal Orlando experience with her family and toddler grandson, highlighting how our destination brings generations together to create unforgettable memories.

This national spotlight reinforces Orlando’s appeal to families of all shapes and sizes and helps us tell our story in a meaningful way to audiences planning their next getaway. We’re grateful to Emily for helping us elevate the message that Orlando is not just a place to visit — it’s a place to connect and create new family memories across generations.

Connecting with LATAM Advisors to Boost Destination Awareness

Visit Orlando’s travel industry sales team recently completed a series of initiatives across Latin America, deepening relationships with key trade partners and training hundreds of travel advisors in Mexico, Peru and Brazil to drive future visitation. They include:

Mexico Call Center and Training Week

Visit Orlando hosted a Mexico Call Center and Training Week in Cancun, engaging more than 300 travel agents during a three-day initiative. The event included marketplace sessions at Price Travel and Despegar call centers — Mexico’s leading online travel agencies — and a regional training seminar in partnership with Azabache, with agents from Mérida and nearby cities. The initiative was conducted in collaboration with eight key partners: Merlin Entertainments, Kennedy Space Center, Rosen Hotels, The Grove, Magic Village, Marriott Village Orlando, MCA Transportation and Go City, reinforcing Orlando’s presence in the Mexican market.

Peru Sales Call and Training Week

Visit Orlando completed a five-day initiative in Peru that included strategic meetings with six major wholesalers and training seminars in Lima and Arequipa. In collaboration with United Parks, Copa Airlines and Visit USA Peru, more than 300 travel agents were trained — exceeding attendance expectations and reinforcing Orlando’s presence in the Peruvian market.

Visit Orlando Welcomes RCA Turismo FAM Tour from Brazil

Visit Orlando supported a two-day familiarization tour for RCA Turismo, welcoming 30 Brazilian travel advisors for an immersive Orlando experience. The group stayed at the Ramada Plaza Resort & Suites International Drive and explored attractions, including SeaWorld Orlando, Kennedy Space Center and Merlin Entertainment attractions at ICON Park.

Advisors also enjoyed Orlando’s shopping and dining scene, including participation in Visit Orlando's Magical Dining, presented by Orlando Health. Prior to arrival, all participants completed the Orlando Travel Academy certification, enhancing their learning through a blend of e-learning and live experiences.

Honoring our Heroes on Patriot Day

As part of our ongoing commitment to honor those who serve our community through the Adopt-a-Station program, Visit Orlando commemorated 9/11 by delivering lunch to Orange County Fire Station 53 in District 6 and Station 70 in District 3, expressing our heartfelt thanks for their continued service. These acts of remembrance are part of Visit Orlando’s broader mission to support and recognize the everyday heroes who safeguard both our residents and the millions of visitors who travel to our destination each year.

Additionally, Visit Orlando attended the 2025 Patriot Day Remembrance Breakfast, hosted by the Central Florida Hotel & Lodging Association (CFHLA). This annual event honors the courageous individuals in law enforcement, fire rescue, EMS and hospitality security who go above and beyond to protect and serve our community. The program featured a powerful keynote by Walter Lynch, a former New York Police Department detective, who shared his personal account of the events of 9/11.

CFHLA also recognized outstanding local heroes with the Heroism and Life Saving Awards. Officer Adriel Rivera Aponte of the UCF Police Department received the Distinguished Service Award and Officer Damon Barnes of the Orlando Police Department was honored with the Lifetime Achievement Award.

Sharing the Power of Tourism With Local Residents

On Sept. 10, Visit Orlando joined residents at Ventura Country Club to highlight how tourism strengthens our region — from supporting local jobs and businesses to generating billions in tax revenue. In 2024 alone, visitor activity contributed $6.7 billion in state and local taxes, helping fund essential services and saving residents money.

These conversations are key to building pride and understanding around the impact of tourism. By educating our community and sharing real examples of how tourism enhances quality of life, we’re fostering a stronger, more connected Central Florida.

If you or a group you know would like to learn more or host a speaker, please fill out our online request form. Let’s keep the conversation going!

In the News

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Travel Pursuit UK: What’s New in Orlando This Autumn