This week, Orlando hosted three major travel and meetings industry events: VISIT FLORIDA’s Florida Huddle, Florida Encounter and the Event Leaders Exchange (ELX) North American Summit. These gatherings brought global travel buyers, statewide tourism leaders and senior corporate event executives to our destination, reinforcing Orlando’s position as the nation’s leading meetings destination and a key driver of Florida’s tourism economy.

Florida Huddle and Florida Encounter, VISIT FLORIDA’s signature trade and meetings showcase, brought together 730 delegates from 20 different countries for three days of strategic appointments and industry insights at the Hilton Orlando. This year's Florida Huddle had the highest attendance ever, proving that the world’s interest in Florida is stronger than ever.

Visit Orlando’s Travel Industry Sales team completed 128 appointments — 95 for Florida Huddle and 33 for Florida Encounter — connecting with partners across key international markets including the UK, Brazil, Canada, Germany and Mexico, to promote future visitation and meetings business.

As host city, Visit Orlando curated immersive tours and on‑site activations that highlighted Orlando’s range of experiences for both leisure travelers and meeting groups, positioning our destination as top of mind for future bookings.

The event opened with a celebration at Live! At the Pointe Orlando, organized by Visit Orlando’s event team, offering attendees an introduction to the entertainment, hospitality and culinary creativity that define our Unbelievably Real destination.

Ahead of the showcase, I joined VISIT FLORIDA President and CEO Bryan Griffin for a media Q&A to highlight our region’s strength, industry momentum and Orlando’s critical role in driving statewide tourism success.

Visit Orlando’s public relations team partnered with VISIT FLORIDA to host a joint press trip for journalists from the U.S., U.K., Germany, Brazil and Mexico. The group explored Downtown Orlando and Winter Park, gaining insight into some of our destination’s culture, history and signature experiences.

Simultaneously, the Event Leaders Exchange (ELX) North American Summit also returned to Orlando Feb. 2-4, convening 75 senior corporate event leaders representing global brands, including The Procter & Gamble Company, Meta and Hewlett Packard Enterprise.

Designed for peer‑level learning and candid conversations, the summit continues to strengthen Visit Orlando’s relationship with the ELX community. ELX represents $8.1 billion in the meetings and conventions sector and $15 million in annual travel and expenses — a powerful reminder of why engaging with this group is essential to driving future business to Orlando.

I opened the summit with welcome remarks highlighting our destination’s momentum, recent developments and commitment to supporting corporate event professionals. Visit Orlando’s Chief Sales Officer Lisa Messina also addressed attendees, reinforcing Visit Orlando’s role as a trusted resource and thought leader in the business events space.

Visit Orlando’s designation as an ELX Strategic Partner for 2026 — one of only 12 organizations selected from a global network of 250 event leaders — played a key role in bringing the summit back to our destination. The designation underscores Orlando’s leadership in innovation and collaboration in high‑impact corporate meetings.

Hosting Florida Huddle, Florida Encounter and the ELX North American Summit in the same week delivered immediate economic benefit while generating long‑term opportunities for our members, partners and community.

All‑Team Volunteer Event with REED Charitable Foundation

Service is one of Visit Orlando’s core values — and this week, our entire team demonstrated why we also consider it our superpower. More than 125 Visit Orlando team members volunteered alongside the REED Charitable Foundation, Visit Orlando’s 2025 Magical Dining charity partner, for a three‑day literacy‑focused community service initiative.

Since 2019, REED has worked to end the literacy crisis by expanding access to reading instruction rooted in the science of how the brain learns to read. The organization trains and equips teachers with evidence‑based tools and partners with Orange County Public Schools, Lift Orlando, Boys & Girls Clubs of Central Florida, the Adult Literacy League, UCP Charter Schools and Winter Park Library to help children read, succeed and thrive.

Team members visited Orange Center Elementary, the Rosen Preschool in Parramore and 10 additional early learning centers throughout the community, providing hands‑on learning support and engaging reading experiences for young students. Volunteers participated in a struggling‑reader simulation, created classroom materials, implemented the materials in classrooms and read to the children — directly supporting REED’s mission to ensure all students have access to effective reading instruction.

Thank you to the REED Charitable Foundation for the opportunity to support this important work and learn more about the impact of empowering educators.

A special thank‑you to City of Orlando District 5 Commissioner Shan Rose, the staff from Orange County District 1 Commissioner Nicole Wilson’s office and the Boys & Girls Clubs of Central Florida for hosting and supporting this week’s activities.

Data & Trends

December 2025 TDT Collections

Tourist Development Tax (TDT) collections received by Orange County for the December 2025 TDT collection month were $34,329,900. That is an 8.1% increase compared to December 2024.

Travel remained strong in December, delivering positive results across most indicators. Orange County’s hotel occupancy rate in December 2025 trailed last year by 0.8%, settling at 74.2%. Room demand, however, increased by 1% due to growth in hotel inventory. The average daily rate (ADR) for Orange County hotels reached $241.63, reflecting a 5% increase from the previous year.

The Orange County Convention Center reported an 8% increase in citywide event attendance in December, driven by several large events, including The Interservice/Industry Training, Simulation and Education Conference (I/ITSEC), American Society of Hematology (ASH) and American Kennel Club National Championship (AKC), which together drew 85,000 attendees. Short‑term rentals across the Metro Orlando area also saw a substantial increase in demand year over year (+10%), though average daily rates declined by 4%.
 
Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending Jan. 31, 2026, was 73.8%, down 6.1% from the same week last year. Room night demand trailed last year by 5.2%. The average daily rate (ADR) for the week was $214.67, down 4.4% from last year. This week’s year-over-year hotel performance was potentially impacted by the North American Veterinary Community’s (NAVC) VMX, which took place this week last year but was shifted a week earlier this year. Orlando’s occupancy rate surpassed both the national and Florida averages.

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Around the Destination

Tourism-funded $5.1M in Grants for Local Arts & Culture

This week, Orange County awarded $5.1 million in cultural tourism grants at the ACT Awards, supporting 39 arts and cultural organizations through funding generated by the Tourist Development Tax. These grants — made possible by the strength of our tourism economy and the visitors Visit Orlando attracts — are projected to generate more than $120 million in economic impact and support over 2,000 jobs. The ceremony recognized both new and returning grantees for enriching our community and helping draw cultural travelers to Orange County. See a full list of recipients here.

Orlando Family Stage Celebrates 100 Years

Congratulations to Orlando Family Stage on celebrating its 100th anniversary this week! As one of our community’s longest‑running cultural institutions, Orlando Family Stage continues to inspire, educate and entertain families through the power of live theatre.

On Feb. 3, the Orlando Family Stage welcomed generations of performers, volunteers, educators and patrons for its Hundred-Year Reunion, celebrating a century of inspiring young audiences through live theater. Guests explored decades of programs, photos and costume sketches, reflecting the theater’s deep roots in our community. The Orlando Family Stage also announced a partnership with UCF’s Department of History to digitize its archives through the RICHES Mosaic Interface, ensuring Orlando’s cultural history remains accessible to students, families and researchers. The initiative helps preserve the creative foundation that continues to draw visitors to our region.

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Orange County Public Schools Culinary Competition

Visit Orlando is proud to continue its support of the Orange County Public Schools Culinary Competition, a signature program helping develop the next generation of culinary and hospitality leaders. This year’s event brought together more than 190 talented high school students from 12 campuses across Orange County, each showcasing their skills through a series of hands‑on culinary challenges.

Students had the opportunity to learn from industry professionals, receive feedback from over 50 chef judges, and explore career pathways within the culinary arts and our region’s broader tourism and hospitality industry. This competition is another strong example of how Tourism Benefits You, creating real‑world learning experiences that connect students with the experts who help shape our world‑class culinary scene. Thank you to the Visit Orlando members and community partners who supported this impactful event.

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Visit Orlando Engaged!

Florida Citrus Sports’ Citrus Bowl Anniversary

On Jan. 30, Florida Citrus Sports brought members, board leaders, past presidents and community VIPs together for the Citrus Bowl Anniversary Party, celebrating 80 years of the game’s impact on Orlando.

For eight decades, the Citrus Bowl has helped position our destination as a premier sports hub, drawing fans, teams and national attention while generating significant economic benefits for our community. This milestone reflects the long-standing influence of a major sporting event that drives visitation, strengthens our economy and elevates Orlando on a national stage.

As Visit Orlando continues partnering with Florida Citrus Sports to showcase world-class games and fan experiences, moments like this underscore the importance of sports tourism to our mission and to the region's long-term growth.

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