There’s now even more reason to join us for Visit Orlando’s Travel & Tourism Event on Thursday, May 7. This year’s program will feature national and global travel insights from the U.S. Travel Association and Tripadvisor — along with a special appearance by Orlando native Michael James Scott, a Broadway star, performing artist and actor — bringing fresh perspective, data and creative energy to our National Travel & Tourism Week gathering at the Orange County Convention Center.

The program will spotlight the people, partnerships and progress driving Central Florida forward, while offering timely insight into what’s ahead for Orlando as a global destination.

What to expect:

A National and Global View of Travel’s Future

The program will feature insights from two travel leaders:

• Geoff Freeman, president and CEO of the U.S. Travel Association and leading advocate for the $1.3 trillion industry, will address travel’s role in job creation, economic growth and community impact. Freeman has helped advance policies that strengthen travel’s competitiveness, including the Travel Promotion Act and the creation of TSA PreCheck.
   
• Adam Ochman, global head and founder of Wanderlab — Tripadvisor’s brand studio — will share highlights from Tripadvisor’s 2026 Trendcast report, offering a data-driven look at evolving traveler behavior and emerging opportunities for destinations.

A Special Performance

The program will also include a live performance by Michael James Scott, an Orlando native, Broadway star, performing artist and actor best known as the longest‑running Genie in Aladdin and a star of the Scrubs reboot. 

Share Your Story!

Before the luncheon begins, stop by the Valencia Ballroom Foyer and help us kick off National Travel and Tourism Week by sharing your story. Whether tourism helped grow your business, create an unexpected career path, or connect you to new opportunities, we’d love to hear how it’s made a difference in your life.

You’ll have the option to record a quick, 15‑second video sharing your experience, connect with community members featured in past campaigns, and be part of a collective story that celebrates the real people behind Orlando’s success. Participation is completely optional — but the stories are powerful.

RSVP

Data & Trends

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending April 11, 2026, was 78.0%, up 7.5% from the same week last year. Room night demand surpassed last year by 7.9%. The Average Daily Rate (ADR) for the week was $241.09, up 4.4% from last year.

Across the Industry

Destination Capitol Hill Advocacy

As vice chair of U.S. Travel Association’s board of directors, I represented Visit Orlando at the U.S. Travel Association’s Destination Capitol Hill (DCH), held April 14–15 in Washington, D.C. The gathering is the travel industry’s leading advocacy forum, bringing together hundreds of destination and travel leaders to underscore travel’s economic impact and advance federal policies critical to welcoming visitors in the decade ahead.

Discussions focused on ensuring the U.S. is prepared for major global events, including the 2026 FIFA World Cup, America250 and future milestones. With the right policy framework, these events could drive nearly $100 billion in economic activity and welcome up to 40 million international visitors.

Through direct engagement with members of Congress and the administration, DCH aligned industry priorities around infrastructure, workforce and travel facilitation. Our advocacy reinforced the role destinations play in national economic growth — and the need for coordinated federal action as the U.S. prepares to welcome the world. Stay up to date with U.S. Travel's work and find helpful resources here.

Visit Orlando Recognized By Azul Airlines

Visit Orlando was honored at Azul Airlines’ inaugural Asa Azul Awards. The awards recognize Azul’s top partners of 2025 across agency, tour operator, consolidator, corporate and institutional segments. João Fernandes Neto, training manager and member of Visit Orlando’s in-country team, accepted the award on behalf of the organization, reinforcing the strength of the partnership and Visit Orlando’s continued engagement in the Brazilian market.

Around the Destination

Reed Charitable Foundation’s Literacy Champions Breakfast

REED Charitable Foundation (RCF) hosted its fourth annual Literacy Champions Breakfast on April 15, convening educators, advocates and community leaders to examine the region’s literacy challenges. Focused on addressing the literary crisis, the foundation works to ensure all children have access to reading instruction aligned with how the brain learns to read — through educator training that’s both affordable and accessible.

Speakers shared firsthand perspectives on gaps in reading instruction and highlighted how RCF’s evidence-based educator training model is improving outcomes.

The foundation is the 2025 primary beneficiary of Visit Orlando’s Magical Dining, presented by Orlando Health, which raised a record $398,000 in 2025 to support Orange County charities. 

Visit Orlando Engaged!

Industry Titans Panel Discussion

On April 14, Connect by Informa Industry kicked off Connect Spring Marketplace, bringing together planners, hoteliers and destination partners for one-on-one meetings and industry dialogue in Louisville, Kentucky.

Visit Orlando Chief Sales Officer Lisa Messina shared insights on the panel Industry Titans: The Women Behind Citywide Power Plays, which explored the strategy and coordination required to secure and deliver large-scale citywide events. The panel also featured leaders from Viticus Group and Taffy Event Strategies LLC and examined how destinations evaluate, support and execute business at scale to drive long-term economic impact.

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