Each October, Visit Orlando along with the Orange County Convention Center and member businesses represent our destination in Las Vegas at IMEX America, one of the best opportunities to connect with meeting professionals and drive future meetings business to Orlando.

IMEX is the largest U.S. tradeshow for the global meetings, events and incentive travel industry. The event attracts nearly 18,000 meeting professionals, including more than 6,100 buyers from the U.S. and around the world.

During the four-day show, the Visit Orlando team, joined by 28 representatives from member organizations, conducted more than 700 one-on-one and group business appointments with key decisionmakers, senior buyers and third-party planners from across the U.S. The team also facilitated executive interviews with key meetings trade publications.

Business discussions extended beyond the trade show floor as our team stayed connected with customers during client dinners and relationship-building events. During our popular Wake Up with Visit Orlando breakfast event, our team and members connected with nearly 500 more planners independent of the booth appointments.

New this year, Visit Orlando hosted an intimate reception for top clients that featured a special acoustic performance of “Brighter” by Michael James Scott, who also spoke with the audience about Orlando’s influence on his entertainment career and how meeting planners can tap into Orlando’s world-class talent to create more engaging, memorable meetings and events.

IMEX remains an important driver of meetings business for Orlando, providing direct access to planners and an opportunity to strengthen consideration of the destination for future events. Our team uses the show to highlight Orlando’s continued investment and evolution, from the Orange County Convention Center’s Grand Concourse Expansion to new and enhanced offerings across our theme parks, convention hotels, meeting venues and attractions, supported by the world-class service planners and attendees can expect in Orlando.

Tourism Helps Fund Local Schools And Student Success

Visitors do more than fuel Orlando's economy. By contributing nearly half of the sales tax collected in Orange County, they help fund essential community services, including public education. Through the voter-approved half-cent sales tax, visitors and non-residents contribute more than half of the approximately $350 million generated annually for local schools, supporting student success while easing the burden on taxpayers.

Tourism's impact extends beyond the classroom. From internships and career pathways to industry mentorship, tourism helps prepare the next generation of talent. Stories like UCF student Asia Stanford and Visit Orlando team member Manuela Rodriguez demonstrate how tourism creates opportunities that connect education to rewarding careers in Central Florida. Learn more about how tourism benefits our community.

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Data & Trends

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending Oct. 10 was 67.3%, down 3.6% from the same week last year. Room night demand trailed last year by 4.2%. The Average Daily Rate (ADR) for the week was $196.20, up 3.3% from last year.

Looking ahead, advance bookings for next week’s reporting period are pacing ahead of last year.

Visit Orlando Engaged!

FIT 2026 Strengthens Orlando's Momentum In Argentina

Visit Orlando participated in FIT 2026, Argentina’s leading tourism tradeshow, in Buenos Aires alongside industry partners at the Visit USA Argentina Pavilion. Argentina recorded the strongest year-over-year growth in visitation to Orlando in 2025, and the event provided an opportunity to reconnect with long-standing partners, strengthen relationships with regional wholesalers, meet with airline partners, engage with travel advisors and discuss new opportunities to help drive future visitation to Orlando.

One of the most notable moments of the show was remarks from Ambassador Peter Lamelas regarding the U.S. Visa Waiver Program. He reiterated that restoring Argentina’s participation remains one of his top priorities, highlighting the potential to strengthen travel demand and connectivity between Argentina and the U.S. With strong industry engagement, growing consumer demand and ongoing discussions about improving travel access, Argentina continues to present opportunities for Orlando’s tourism industry.

Colombian Influencer Moms Put Orlando's Family Experiences In The Spotlight

More than 4.5 million views and 127,000 interactions were generated across Instagram and TikTok following a Visit Orlando-hosted familiarization trip for seven leading Colombian content creators. Designed as a moms-only getaway, the experience showcased Orlando’s dining, entertainment, shopping and unique experiences while inspiring future family vacation planning among highly engaged female audiences.

During the visit, the creators experienced a variety of attractions and experiences across our destination, including Evermore Orlando Resort, Caribe Royale Orlando, Walt Disney World theme parks, ICON Park attractions, the Winter Park Scenic Boat Tour, The Charles Hosmer Morse Museum of American Art, Drawn to Life, Orlando Vineland Premium Outlets and The Mall at Millenia.

Together, the creators produced more than 180 pieces of content and shared Orlando with a combined audience of more than 3.2 million followers across Instagram and TikTok.

Society Of American Travel Writers Annual Conference

Strengthening relationships with travel media and staying ahead of industry trends were key focuses of the Society of American Travel Writers Annual Conference in Haywood County, North Carolina. The event provided opportunities to connect with dozens of travel writers and editors who influence travel decisions and help generate future coverage for Orlando.

Visit Orlando Public Relations Senior Manager Dipika Hernandez participated in professional development workshops, panel discussions and roundtables focused on artificial intelligence, digital media and travel journalism trends. A keynote presentation by digital marketing thought leader Jason Falls explored the evolving relationship between traditional media and influencer marketing, providing insights into how travelers consume content and how destinations can adapt their storytelling strategies.

Around The Destination

CFHLA Invests Record $280k In Future Hospitality Leaders

In partnership with the CFHLA Foundation, a record $280,650 in student scholarships and educational grants was awarded during the 2026 CFHLA Gives Luncheon on Oct. 14 at Hyatt Regency Orlando. The investment benefited 65 students and hospitality employees continuing their education, as well as 10 local organizations making a difference in our community. The annual event also celebrated CFHLA's Adopt-A-School partners and collected supplies for students in need.

Congratulations to all scholarship recipients, including UCF Rosen College of Hospitality Management junior Brie Santa Cruz, who received the inaugural Visit Orlando Scholarship. A Direct Connect student from Valencia College studying hotel operations and currently working at Gaylord Palms Resort & Convention Center, Santa Cruz exemplifies the next generation of hospitality leaders Visit Orlando is proud to support.

Mayor Demings Honored With National Arts Leadership Award

Visit Orlando congratulates Orange County Mayor Jerry L. Demings on receiving the Public Leadership in the Arts Award for County Leadership presented by Americans for the Arts in in partnership with the National Association of Counties. The national honor recognizes public leaders who advance the arts, arts education and awareness of the arts' impact within their communities.

Mayor Demings was recognized for his commitment to ensuring the arts remain a vital part of Orange County's future and continued prosperity. Visit Orlando joined community leaders and partners at the Orange County Innovation Center to celebrate his achievement and support of Central Florida's vibrant arts and cultural community.

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In the News

Gotta Go Orlando: Following a sold-out Magical Dining debut, Michelin-Starred ÔMO by Jônt introduces new $75 Prix Fixe Menu

South Florida Sun Sentinel: Halloween in Central Florida: From theme parks to local haunts

Travel & Tourism Foundation (UK): Visit Orlando to bring new free-to-play mini-golf course to London