While much of North America bundled up, Visit Orlando offered an alternative: skip winter. Our Winter Doesn’t Exist campaign leveraged the cold months in U.S. and Canadian markets to keep Orlando top of mind during peak travel-planning months and drive visitation.

The campaign launched in Canada in November and the U.S. in January, generated more than 1 billion impressions, millions of web sessions on VisitOrlando.com and a 45% engagement rate, that shows travelers are interacting with our content rather than passively viewing it.  

The integrated campaign appeared in high-impact channels, including large-scale outdoor placements, broadcast integrations, social influencers and consumer brand activations, including our annual Orlando Family Fun Day during Presidents Day weekend in the heart of New York City. The activation engaged thousands of visitors during one of the coldest winters on record. Watch a recap here.

Internationally, the campaign expanded across Canada. In Toronto, we hosted the city’s top-rated morning show, producing six segments that aired in February and March. Our team also hosted the Travel Media Association of Canada Ontario’s Munch & Mingle with Chef Lo of Kay where we launched the Visit Orlando’s first destination cookbook. Together with 12 of our theme park, attraction, hotel and transportation partners, Visit Orlando's trade team also hosted a "Discover the Sunshine" Canada trade mission in Hamilton and Toronto in December.

The campaign’s reach was further amplified through a winter sun press trip for leading international outlets, including TravelPulse Canada and Yahoo Canada, reinforcing Orlando’s position as a warm-weather escape during peak winter months.

Data & Trends

Weekly Hotel Metrics

Metro Orlando’s hotel occupancy rate for the week ending April 18, 2026, was 74.3%, down 3.2% from the same week last year. Room night demand trailed last year by 2.6%. The average daily rate (ADR) for the week was $234.97, up 0.4% from last year. The dates for this week’s report are compared to last year’s peak Easter period.

Across the Industry

Visit Orlando Nominated in the Stella Awards

Voting is now open for the 10th Annual Stella Awards, with Visit Orlando nominated for Best CVB/DMO in the Southeast. Several of the destination’s top hotels are also nominated. Created by Northstar Meetings Group, a leading meetings industry publication, the awards recognize excellence across meetings and events.

Earning a Stella Award helps reinforce Orlando’s position with meeting planners evaluating destinations for future events. We encourage you to cast your vote by Friday, May 1.

Vote

Leadership Orlando Cornerstone Class Graduation

Over the past year, I have had the honor of participating in Leadership Florida, a statewide program that brings together leaders from diverse sectors to deepen their understanding of Florida’s most important issues and opportunities. This past week in Miami marked the conclusion of an inspiring experience — one that allowed me to proudly represent Orlando’s travel and tourism industry among 55 leaders from across the state. The session concluded with a conversation with former Florida Governor Jeb Bush, who emphasized the importance of being prideful about our communities and our state.

I’m excited that we will soon welcome Leadership Florida to Orlando for their annual meeting in June, giving us the opportunity to showcase the strength and vibrancy of our destination.

Around the Destination

Visit Orlando’s Travel & Tourism Event

Join us for Visit Orlando’s Travel & Tourism Event on Thursday, May 7 at the Orange County Convention Center. 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, recording artist and actor.
 
The program is a celebration of National Travel & Tourism Week and 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.

Register

Visit Orlando Engaged!

Expanding Visit Orlando’s Footprint in Mexico

Visit Orlando partnered with Infocenter Operadora Mayoristas to deliver in‑person destination training for travel advisors in Monterrey and Saltillo. The sessions advanced Visit Orlando’s strategy to expand engagement in secondary and tertiary markets through hands‑on education. Advisors received an overview of the Orlando destination and training on the Orlando Travel Academy online, including use of our new AI Itinerary Builder to support personalized trip planning, accelerate certification and strengthen confidence in selling Orlando.

Connecting with Meeting Planners in Philadelphia

Visit Orlando hosted our annual client event in Philadelphia, bringing together 25 meeting planners and Visit Orlando members during the Philadelphia Flyers vs. Montreal Canadiens game. The event provided an opportunity to engage new and existing clients while sharing updates on Orlando’s meetings and conventions landscape. Sales events support long‑term business development by strengthening relationships, encouraging dialogue around future opportunities and positioning Orlando’s latest developments with key decisionmakers in the market.

Texas Lyceum Pubcon Culinary Policy Panel

I recently had the privilege of moderating a panel during the Texas Lyceum Conference titled Savor the State: Where Hospitality Spurs Prosperity. Our conversation highlighted the essential role the hospitality industry plays in strengthening communities and driving economic growth, as well as the importance of destinations becoming known for their culinary creativity.

Great food cities don’t happen by accident; they are built through culture, collaboration and a commitment to innovation. Restaurants are small businesses at their core, and their economic impact is enormous. When smart policy creates predictability and stability, it allows these businesses to thrive — fueling both local identity and prosperity. 

Tourism, Real Estate, And Regional Growth

The Orlando Regional REALTOR® Association’s State of Real Estate discussion offered a timely reminder of how closely connected Central Florida’s growth really is, from housing and transportation to visitation, workforce mobility, and long‑term investment.

The panel brought together Amy Mercado, MBA, HRM (Orange County Property Appraiser), Dr. Lawrence Yun (National Association of REALTORS®), Racquel Asa (Central Florida Expressway Authority), and Visit Orlando’s Maria Henson, with Chris Atwell (Orlando Regional Realtor’s Association) moderating the conversation on where the region is today and what’s ahead.

A key takeaway: infrastructure matters. Continued investment in transportation and connectivity is essential to supporting a fast‑growing region and ensuring residents, businesses, and visitors can move efficiently throughout Central Florida. And the funding behind that infrastructure often starts with tourism. In fact, 9 of the Top 10 property taxpayers in Orange County are part of the hospitality industry. Those contributions help fund critical local services and infrastructure, reinforcing tourism’s role in supporting quality of life across our community.

At Visit Orlando, we often say it all starts with a visit. That first experience can lead to something more – a future move, a new business, or a long‑term investment. Tourism doesn’t just bring people here; it helps shape how and why they choose to stay. 

Advancing Orlando’s Global Business Connections

Visit Orlando’s Adeta Gayah recently joined a panel at the inaugural Women in Global Business & Leadership Summit, hosted by the Global Chamber Central Florida and Global Women of Impact. The event brought together women entrepreneurs, professionals, and emerging leaders to explore global opportunities and expand their reach beyond local markets.

The panel – including Visit Orlando, the National Entrepreneur Center, the U.S. Department of Commerce, and the City of Orlando – focused on international markets, emerging trends, and how businesses can engage with global visitors, investors, and partners coming into the region. The conversation highlighted Orlando’s evolution not only as a world-class destination, but as a growing hub for business, innovation, and international investment.

In the News

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