Visit Orlando brought the warmth and unique flavors of Orlando to Canada this week through a strategic media mission Jan. 26–29 in Toronto and Montréal.

In Toronto, Visit Orlando hosted the Travel Media Association of Canada (TMAC) Ontario chapter Munch & Mingle, creating an immersive, story‑driven evening for nearly 40 travel media and influencers, with media outlets including Toronto Sun, DINE Magazine and The GATE. The experience spotlighted Chef Lordfer (Lo) Lalicon alongside General Manager Jamilyn Salonga Bailey of Kaya, whose modern take on Filipino cuisine showcased Orlando’s evolving culinary scene while anchoring our dining narrative in culture, creativity and flavor.

The event also marked the Canadian debut of Visit Orlando’s first-ever destination cookbook, “Orlando’s Kitchens: Recipes and Stories From Our Neighborhoods.” Attendees learned directly from Chef Lo about Kaya’s recipe featured in the book and attendees received a copy, providing an even broader look at our destination’s diverse culinary offerings.

The mission continued in Montréal with a series of one‑on‑one appointments, allowing our team to connect directly with key French‑ and English‑language outlets, including Le Devoir, Narcity Quebec and CBC. These tailored conversations focused on new and noteworthy developments across the destination, seasonal story angles and longer‑lead travel planning.

Together, the Toronto and Montréal activations underscored our proactive, relationship‑first approach to the Canadian market: being present, investing in partners and delivering timely, relevant story ideas that differentiate Orlando.

This mission also amplified our integrated “Winter Doesn’t Exist” efforts and positioned Orlando for future coverage that will drive visitation during a critical travel‑planning window.

How One Vacation Sparked a New Life in Orlando

One of our roles at Visit Orlando is to tell the story of how tourism benefits our entire community. Through our “Tourism Benefits You” campaign, we showcase personal testimonials from Central Florida business owners, organizations and industry professionals. Our latest feature highlights Lawrence Bellido, whose childhood family vacation sparked a permanent move to Orlando. Today, he’s a real estate agent with Keller Williams Advantage III Realty — proof that tourism creates opportunity not only for visitors but also for those who choose to call Orlando home.

Lawrence’s first job was at the Orange County Convention Center while attending college. The role helped pay for his education and taught customer service skills that shaped his career. That’s the ripple effect of tourism: Jobs build skills, skills build careers, and careers fuel local businesses and neighborhoods. Lawrence’s story reminds us that in Orlando, a visit is more than just a trip — it’s the spark that builds careers, communities and a place people are proud to call home.

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Cold Weather: Blankets Needed

Visit Orlando works closely with Orange County Emergency Management throughout the year in times of need and crisis. Due to the anticipated cold weather, the Emergency Operations Center will open warming centers on Saturday and Sunday, Feb. 1-2 at various locations. We’re reaching out to see if your property may be able to assist by providing blankets. Several of you have generously helped during previous activations, and that support was greatly appreciated! If you are able to donate blankets, please reach out to Kristin.Westover@VisitOrlando.com to coordinate. 

Data & Trends

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending Jan. 24, 2026, was 79.1%, up 2.4% from the same week last year. Room-night demand surpassed last year by 3.9%. The average daily rate (ADR) for the week was $219.74, up 1.8% from last year. The week’s hotel performance was boosted by the Orange County Convention Center, which hosted the North American Veterinary Community’s VMX 2026 and the 2026 PGA Show. Orlando’s occupancy rate and ADR surpassed both the national and Florida averages.

Around the Destination

ZORA! Outdoor Festival of the Arts Kicks Off in Historic Eatonville

Beginning today, the ZORA! Outdoor Festival of the Arts returns Jan. 30–Feb. 1, offering three vibrant days of programming in historic Eatonville. This year’s theme, Hurston, History & Heritage — Commemorating America 250, sets the tone for a milestone weekend:

• Education Day on Friday inspires young minds through STEM and arts programming.
• Family Day on Saturday features music, games, crafts and outdoor performances.
• Day of Reflection on Sunday honors iconic performers while celebrating culture through food, art and music.

The festival is part of a season‑long celebration that connects Zora Neale Hurston’s legacy to America’s 250th anniversary and transforms Eatonville into a cultural capital for travelers, families and heritage enthusiasts. I encourage you to take part in this meaningful weekend and help amplify the stories that make our destination so special.

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Black History Month Pop-up Market

On Thursday, Feb. 19, from 11 a.m. to 2 p.m., Rosen Hotels & Resorts, in partnership with the Voices Inspiring Building Engagement (V.I.B.E.) Impact Group, will host the 3rd Annual Black History Month Pop-Up Market in the courtyard at UCF Rosen College of Hospitality Management. The event brings together local small businesses, entrepreneurs and artisans for an afternoon of culture, connection and community.

By stopping by to explore the vendors or sharing this opportunity with your networks, you’ll help strengthen partnerships across our tourism and hospitality ecosystem, encourage residents and visitors to discover Black-owned businesses, and reinforce Orlando’s reputation as a diverse, community-driven destination. If you have questions or need additional details, please contact Sheena Jackson at Shjackson@rosenhotels.com.

OBJ’s Orlando Economic Outlook

Visit Orlando attended the Orlando Business Journal’s 2026 Orlando Economic Outlook on Jan. 29 at the Hilton Orlando, where business leaders from across Central Florida gathered to discuss the global, national and regional trends shaping the year ahead. Keynote speaker Sean Snaith, director of UCF’s Institute for Economic Forecasting, shared insights on Orlando’s continued growth trajectory and the economic forces likely to influence local industries in 2026.

A panel featuring Gary Huttmann (MetroPlan Orlando), Frank Martz (City of Altamonte Springs), Danielle Perera (Jeff’s Bagel Run) and Ryan von Weller (Wendover Housing Partners) added sector‑specific perspectives — from transportation and government to small business and housing — on how local leaders are preparing for the future.

The event also included a warm farewell to Anne-Marie Hayward, publisher of the Orlando Business Journal and a member of Visit Orlando’s Board of Directors, as she celebrated her final day with OBJ.

UFL Football is Here! Attend the Orlando Storm’s Fan Rally

On Thursday, Feb. 5, from 5 to 8 p.m. at Inter&Co Stadium, the Orlando Storm — our community’s new UFL professional football team — will host a Storm Fan Rally to give fans an early look at the excitement ahead of their inaugural season. Attend the rally to meet the team and show your support as they gear up for an exciting spring football season.

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Visit Orlando Engaged!

Strengthening Central Florida’s Arts Scene

Arts and culture are essential to what makes Central Florida a vibrant place to live, work and visit. Yet as the region continues to experience rapid growth, funding for the arts has not kept pace, leaving many arts and culture nonprofits struggling to meet the needs of expanding communities. To help address this gap, United Arts’ board designated millions in its own unrestricted dollars from the Arts for All Fund to support these grants. 

Additional annual support from generous donors, Orange County and the City of Orlando also make this funding possible. Grant amounts range from approximately $10,000 for smaller, community-based organizations to more than $200,000 for large, anchor institutions serving the region at scale.

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ICON Park Unveils “Art Way,” Celebrating Orlando’s Artistry

A vibrant arts scene is essential to keeping Orlando competitive, distinctive and memorable — and that story came to life as ICON Park officially unveiled Art Way, a new 140‑foot mural installation created in partnership with Visit Orlando. The multi‑panel collection transforms a central walkway inside the entertainment district into a bold visual celebration of our region’s creativity, featuring artistic interpretations of Visit Orlando, Blue Man Group, Museum of Illusions, Ripley’s Believe It or Not!, and Helena Modern Riviera — all unified by the theme, “Anything Is Possible If You Can Imagine It.”

Developed with a lineup of standout local artists, the installation showcases the talent that makes our destination unique. As part of the project, Visit Orlando’s Unbelievably Real mural — artwork designed by Orlando‑based artist Clark Orr and mural painted by Kristi Burke — highlights the diverse experiences that shape our region, from theme parks and dining to arts, culture and technology.

The mural is part of the Orlando Unbelievably Real (O.U.R.) Culture Project, an initiative designed to foster collaboration across our community — connecting organizations, local artists, and cultural partners to create meaningful, inspiring activations that showcase what makes Orlando Unbelievably Real. By supporting this effort, we’re helping elevate local creators, enrich the visitor experience and reinforce why Orlando continues to stand out as a place where imagination thrives.

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Downtown Orlando Partnership CONNECTDTO

Visit Orlando joined the Downtown Orlando Partnership’s (DOP) ConnectDTO leadership program this week for a panel discussion on the future of hospitality and what’s shaping Downtown Orlando. Chris Selley, Visit Orlando’s account manager of group development, participated alongside leaders from AC Marriott Downtown, The Greenery Creamery, Good Salt Restaurant Group, GD Pro Services and the City of Orlando, sharing insights on community and culture in our urban core. Thank you to DOP for creating opportunities that strengthen connections and inspire collaboration among Orlando professionals.

ConnectDTO is a leadership program that immerses Orlando professionals in behind-the-scenes learning experiences that build meaningful relationships and deepen understanding of the factors shaping Downtown Orlando — helping participants become stronger community advocates. If you’re interested in learning more about ConnectDTO or participating in a future class, click here.

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