The U.K. is Orlando’s No. 1 overseas market and a top priority for Visit Orlando. To strengthen our competitive position and help drive future visitation, we must connect with both travelers and the travel professionals who help plan their vacations.

Last week, Visit Orlando brought the fun and playfulness of our destination to London with a Play Your Way to Orlando activation in a popular indoor mall.

We timed the mini-golf activation to take place during London’s half term break, when kids were out of school. Five themed mini-golf holes showcased Orlando's theme parks alongside space adventures, live sports, resorts and natural springs, giving visitors a look at the variety of experiences available across our destination.

Ocean Florida, the U.K.’s largest independent Florida tour operator, and Magic Radio were key campaign partners, supporting vacation planning and a sweepstakes featuring experiences from the Orlando Magic, a variety of attractions on International Drive and a stay at Villatel Orlando Resort.

Play Your Way to Orlando exceeded attendance expectations, welcoming more than 1,400 attendees. The popular mall, Westfield Stratford City, estimated foot traffic of more than 450,000 people during the three-day activation, providing additional visibility for Orlando.

Integrated Marketing Campaign Across the U.K. and Ireland

To reach even more travelers across the U.K. and Ireland, Visit Orlando launched an integrated marketing campaign designed to keep Orlando top of mind during a key vacation planning period. The campaign spans television, online video, digital and outdoor advertising, social media and search advertising.

Partnerships with Booking.com, Icelolly and Mumsnet amplified Orlando's presence even more across travel and lifestyle platforms, connecting with consumers as they research and plan future vacations.

Travel Advisor Training Events

Visit Orlando also created educational events for travel advisors in London at Emirates Stadium and Dublin at the Guinness Storehouse. Travel advisors learned the latest destination updates, met one-on-one with Visit Orlando members and participated in sales training and a member marketplace.

Across the two events, our team and members connected with 250 travel trade professionals, helping deepen their knowledge of Orlando and the experiences they can recommend to their clients. 

Data & Trends

Weekly Metrics

Metro Orlando’s hotel occupancy rate for the week ending Oct. 24 was 77.3%, down 1.3% from the same week last year. Room night demand trailed last year by 2%. The average daily rate (ADR) for the week was $231.37, up 4.7% from last year. Advance bookings for next week’s reporting period are pacing ahead of last year.

Visit Orlando Engaged!

Industry Summit Identifies Four Priorities Shaping Marketing

Marketing leaders gathered at Rosen Shingle Creek for the Association of National Advertisers (ANA) CMO Growth Council and Cross-Industry Leadership Summit. Danielle Hollander, Visit Orlando chief marketing officer, and Tim Megginson, Visit Orlando vice president of digital and data strategy, attended the summit.

The summit identified four priorities shaping marketing and advertising: responsible AI leadership and governance; talent readiness for the AI era; greater transparency and comparability in commerce and retail media; and cross-media measurement. Held during the ANA Masters of Marketing conference, the summit reinforced broader discussions around brand building, AI discoverability and the growing role of AI in content, measurement and organizational workflows.

Mexican Journalists Discover Orlando’s Fresh Stories

Our public relations team hosted journalists from Mexican publications Reforma, MOI and L’Beauté for a press trip showcasing why our destination is Unbelievably Real.  The itinerary paired major attractions, including Universal Orlando Resort and ICON Park, with Winter Park, shopping and Orlando’s culinary scene. The group also met Mexican chef Wendy Lopez at Sparrow. These firsthand experiences provided journalists with new story ideas about Orlando’s attractions, neighborhoods, dining and shopping for Mexican travelers.

30 Brazilian Travel Advisors Experience Orlando Through Hoteldo FAM Tours

Visit Orlando collaborated with HotelDO Brazil, the B2B distribution channel of Despegar/Decolar Group, to support two FAM tours for 30 Brazilian travel advisors. Participants completed the Orlando Travel Academy certification before traveling, strengthening their knowledge of the destination and ability to sell Orlando in a key international market.

Across the two tours, travel advisors experienced attractions, shopping and accommodations throughout the area, including Kennedy Space Center Visitor Complex, LEGOLAND Florida Resort, Peppa Pig Theme Park, ICON Park and Orlando International Premium Outlets. The firsthand experience gave advisors additional knowledge to help inspire future Orlando bookings.

Across the Industry

Help Orlando Win In The World Travel Awards

There’s still time to vote for Orlando! Voting for the 2026 World Travel Awards has been extended through Nov. 9. Orlando is nominated for World’s Leading City Break Destination 2026 and World’s Leading Theme Park Destination 2026. 

Cast your vote today and show your support for our destination.

Vote

Danielle Hollander Honored For Destinations Florida Board Service

Danielle Hollander, Visit Orlando chief marketing officer, attended the Destinations Florida board and annual meetings, with the board meeting marking the end of her 2024-2026 term. During the meeting, she was recognized for her service on the organization’s board of directors.

Destinations Florida brings together destination marketing organizations from across the state to share best practices and collaborate on ways to strengthen the tourism industry and generate economic growth for their communities. Conversations focused on the increasingly complex travel planning process, creative ways to reach consumers and connect with their reasons for travel, the impact of AI on marketing, communications and planning, and disruptors to the travel industry. Congratulations to Danielle on this well-deserved honor!

Around The Destination

Celebrating Orlando's Culinary Community

On Oct. 26, Visit Orlando joined the Winter Park Institute at The Ravenous Pig for a Reflect Forum Dinner featuring a José Andrés-inspired buffet and a conversation with cookbook author Pam Brandon, chef James Petrakis of The Ravenous Pig, Jamilyn Salonga Bailey of Kaya and Mike Garcia of Everoak Farm. Each panelist represented a different part of Orlando's culinary ecosystem: the foundation, storytelling, sourcing and sustainability and the next wave of culture and community. 

Panelists shared stories of Orlando's growth, how Michelin recognition has had a ripple effect beyond our 60 recognized restaurants and how culinary talent now has tremendous opportunity to thrive in our community. They also shared ways to support the momentum by continuing to patron locally owned restaurants, getting to know local farmers and serve as an ambassador by sharing with family and friends about positive culinary experiences.

2026 Future Of Florida Forum & Florida Chamber Annual Meeting

Visit Orlando joined business and community leaders from across the state at the Florida Chamber Foundation’s 2026 Future of Florida Forum & Annual Meeting, held Oct. 27-28 at JW Marriott Orlando Bonnet Creek. Discussions centered on the Florida 2030 Blueprint and key issues influencing the state’s future, including workforce development, infrastructure, education and economic growth.

As Florida’s No. 1 economic driver, tourism depends on a strong workforce, strategic infrastructure investments and a competitive business climate. Participation in forums like this helps ensure Visit Orlando remains informed and engaged on issues that affect the region’s visitor economy and the continued success of Central Florida residents and businesses. 

2027 FIVB Women’s Volleyball World Cup Teams Set For Orlando

Eight women’s national volleyball teams are headed to Orlando’s Kia Center for the 2027 FIVB Women’s Volleyball World Cup. Orlando will host Pool B, featuring Brazil, Czechia, Kenya and Korea, and Pool D, featuring the USA, Thailand, Mexico and Greece. The 32-team tournament will take place Aug. 20-Sept. 5, 2027, across five U.S. and Canadian cities and serve as a qualifier for the LA28 Olympic Games. Orlando’s role brings a major international sporting event to the destination while showcasing several key tourism markets on the global stage. 

Fans can register for ticket presale access and tournament updates at www.wvwc27.org. 

Learn more

In the News

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