Visit Orlando launching global marketing campaigns to target leisure and business travel.
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FROM THE PRESIDENT & CEO
Wrapping Up 2018 & Launching Into 2019
Our destination ended 2018 on a high note, with peak holiday periods that were busy and strong occupancy levels that outpaced state and national averages. Even so, we are keeping a close eye on visitation trends going forward including some economic uncertainties. This month we are launching an aggressive marketing, communications and sales campaign aimed to keep the momentum going well into 2019.
This campaign targets key booking periods in our core international markets of the United Kingdom, Canada and Brazil. And complementing those efforts closer to home, the U.S. will be our #1 focus as we treat our cold-weather friends in the Northeast with plenty of warm, sunny messaging from America's most-visited destination.
To attract business travelers, Visit Orlando is ramping up a convention campaign to generate high awareness about the Orange County Convention Center’s $605 million capital expansion plan, as well as ongoing developments at Orlando International Airport and major convention hotels.
Last, but in no way least, I am very happy to share that we are close to launching a redesigned, even more user-friendly website that will showcase Orlando’s diverse offerings in a highly-visual way, with stand-out imagery and compelling video (stay tuned for more details).
Here's to a great 2019!
President & CEO
RESEARCH & INSIGHTS
TDT Collections Up 7.5% in November
Collections of Orange County’s Tourist Development Tax were 7.5 percent higher in November versus the same month last year, marking the highest November total ever at nearly $23.5 million. TDT collections, which are on track for the ninth straight year of growth, are up 8 percent year to date.
VISIT ORLANDO ACTIVITIES
Multiple UK Outlets
Tout Orlando for Adults
Visit Orlando hosted several journalists from some of the UK’s top national media outlets – including the Daily Mirror, Daily Star and New! Magazine – resulting in editorial coverage ahead of a key booking period. The articles, which generated more than 1 million impressions, highlight some of the destination’s hot spots for adults outside the theme parks, including attractions, outdoor adventures, dining and nightlife.
Teaming Up with
Delta, British Airways
Visit Orlando and its members hosted several top-selling tour operators from Delta Air Lines China for a weeklong destination orientation last month. Delta recently launched direct service from Shanghai to Atlanta, with four daily connections to Orlando. In Europe, Visit Orlando also partnered with British Airways and the theme parks on a Dec. 26-31 TV campaign to drive 2019 bookings.
Orlando First City in
Nation to Host FIBO
FIBO — the largest international tradeshow for fitness, wellness and health — held its 2018 convention at the Orange County Convention Center Dec. 5-8. Orlando was the first city in the U.S. to hold the convention with more than 2,000 participants.
UK Mommy Blogger
Influencer Katie Ellison of UK’s Mummy Daddy Me has generated nearly 7 million impressions on her social channels following a destination orientation hosted by Visit Orlando’s publicity team. An award-winning blogger and No. 1 influencer on Tots100, Katie posted several Orlando videos on her YouTube channel, as well as
Instagram photos highlighting her experience at area theme parks, attractions, events and more.
Love Orlando for Families
During a seven-segment Canadian TV media tour, “mompreneurs” Sherri French and Carly Dorogi highlighted a trip to Orlando as an ideal holiday gift. The coverage resulted in over 2 million impressions on stations including Global’s The Morning Show, CHCH Morning Live and
CTV Morning Live Ottawa. Working with Visit Orlando’s publicity team, French and Dorogi showcased our destination as a place for families to create lifelong memories, while promoting travel deals.
Brazil Media Highlight
Visit Orlando’s public relations team secured 10 pages of coverage highlighting area attractions, dining and culture in GOL Airlines’ in-flight magazine. Additionally, UOL — a prominent tourism portal in Brazil — featured our destination’s newest attractions. Combined, the coverage produced 6.5 million impressions ahead of a key booking period in Brazil.
Global Travel Agents
Visit Orlando recently hosted several leading travel agents from Canada and Europe, helping them sell our destination by visiting area theme parks, attractions, restaurants and shopping centers. Agents from Maritime Travel, one of the leading travel-planning companies in Canada, experienced Orlando Dec. 4-9, while top-selling tour operators from the Netherlands were here Dec. 6-8. Tour operators Tioga Tours and Fly to the West are helping to promote the new direct Amsterdam-to-Orlando daily service.
Colombian Travel Pros
Learn About Orlando
Visit Orlando, together with Walt Disney World Resort, Universal Orlando Resort and SeaWorld Parks & Entertainment, recently presented to more than 120 travel professionals at a training event in Bogota. Attendees learned about what’s new at the theme parks and Orlando’s many unique experiences, including shopping, dining and sports.