At Visit Orlando, research is at the core of what we do and how we can create a solid foundation to plan for continued growth and success. Today, our industry released a new report that adds clarity around the workforce and wages in Orlando's leisure and hospitality industry. This first-time study was commissioned by Visit Orlando, Experience Kissimmee, Seminole County and the Central Florida Hotel & Lodging Association.

The report was conducted by the national industry research organization Tourism Economics based on 2023 data, which is the most recent available for analysis.

Significant findings include:

• Orlando’s Average Hospitality Wages Surpass Florida and the Nation
   
  • Orlando’s leisure and hospitality industry average of $22.60 per hour, is well above the minimum wage of $13, and higher than that of Florida ($20.30) and the U.S. nationally ($19.20).
     
• Orlando Hospitality Wages Outpace Inflation
   
  • In 2023, Orlando’s leisure and hospitality average wage was 31% above 2019 levels. This rate of growth was higher than the rate of inflation which was 21%.
     
• Orlando Hospitality Industry offers diverse career opportunities
   
  • The study showed that the leisure and hospitality industry has a low barrier to entry and offers pathways to higher wages and transferrable skills for job growth within the industry or in other sectors.

We presented this information as part of Visit Orlando’s quarterly update to Orange County Mayor Jerry L. Demings, City of Orlando Mayor Buddy Dyer and the Tourist Development Council.

I’m grateful for the opportunity to share this new research that shows how our leisure and hospitality industry here is growing, is a major contributor to our local economy and provides good-paying jobs and opportunities for career growth.

This new workforce report is an important step to creating a foundation for us to work together as a community on workforce development. There’s always room to improve. And, as the great poet and author Maya Angelou once said, “You can't really know where you're going until you know where you have been."

Orlando Honored in Travel Weekly's Readers Choice Awards

Orlando won the U.S. City Destination in Travel Weekly’s Readers Choice Awards on Dec. 11 in New York City at the Museum of Natural History. Voted upon by travel advisors and tallied through an independent audit, the awards recognize excellence in airlines, cruise lines, hotels, resorts, travel agencies and destinations. This is an amazing accomplishment for our destination, as the Readers Choice Awards are the pinnacle for the travel trade.  
 
Visit Orlando supports leisure sales and takes a very strategic approach working with major consortiums, retailers, and host agencies.  Building strong relations with companies such as Travel Leaders, AAA, Inteletravel, WestJet Vacations and Cruise planners—to name a few—that produce thousands of room nights for the destination.  Training travel advisors both in person and through our best-in-class e-Learning program, the Orlando Travel Academy strengthens Orlando’s position among these top producers.  Congratulations to Walt Disney World for winning in the Theme Park category, and to finalists Universal Orlando Resort and SeaWorld.

Data & Trends

Metro Orlando’s hotel occupancy rate for the week ending December 7, 2024, was 73.3% which was up 4.9% from the same week last year. The average daily rate for the week was $200.91, which was down 1.9% from last year. Room night demand surpassed prior year by 5.5%.

Around the Destination

OEP Holiday Reception: This week, the Orlando Economic Partnership held its Chair's Holiday Reception - Governors Council Invitation and Governors Council Dinner. It was a festive evening, bringing together business and industry leaders and community members to celebrate the season. We look forward to continued collaboration with OEP in 2025 and the exciting possibilities the new year brings.

CANVAS-Cultural Steering Committee: CANVAS is a cultural plan for Orange County and the City of Orlando aimed at strengthening cultural vibrancy throughout our region. The plan will create a blueprint for the continued growth of the arts and creative sectors and increased access to the arts for everyone over the next 10 years. This week, the Cultural Steering Committee met to review the key themes that have emerged in listening sessions, town halls and steering committee input from awareness and capacity building to spaces and education. Visit Orlando’s Chief Marketing Officer, Danielle Hollander, who represents Visit Orlando on the Cultural Steering Committee attended the meeting. 
 
Your feedback on this plan is very important. Please consider taking this survey, which is open for responses until Jan. 31, 2025.

2024 SPORTYS: Congratulations to Visit Orlando National Accounts Director Joseph Kempa for being a finalist in the Best of Sales category at the Greater Orlando Sports Commission’s 2024 SPORTYS: Greater Orlando’s Night of Champions. Over the past year, Joseph reached 150% of his annual goal, booking 10 sporting events at the Orange County Convention Center, representing more than 100,000 athletes and spectators, and generating more than $100 million in economic impact. Joseph continues to grow the destination’s sports market and increase the number of events at the Convention Center, working in partnership with organizations like the Greater Orlando Sports Commission to identify events and opportunities that drive the destination forward.

UCF Groundbreaking: The University of Central Florida marked the groundbreaking of Roth Tower, a transformative project at FBC Mortgage Stadium and a key component of its Mission XII Initiative. Set to open in Fall 2026, the tower will enable UCF to host major intercollegiate competitions and boost sports tourism. The new tower highlights the region’s ongoing investment and growth. It was made possible by a $90 million commitment from the Orange County Board of County Commissioners through Tourist Development Tax revenues. The tower is a pivotal addition to the Kenneth G. Dixon Athletics Village, further solidifying Orange County as a premier destination for sports tourism and community engagement. Read more.

DECA International Career Development Conference: DECA will host its International Career Development Conference in Orlando April 27-29, 2025, at the Orange County Convention Center. DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. The event will bring approximately 22,000 high school students to the area. Please consider supporting DECA's goal of recruiting 1,000 volunteer judges by registering to judge and sharing this opportunity with your networks.  
 
Volunteer judges will evaluate talented, business-oriented high school students in fields such as accounting, finance, human resources, sports and entertainment, hospitality, travel and tourism, public relations, fashion, and more. Volunteers can judge one, two, or all three days. On-site training, breakfast and lunch, and complimentary parking will be provided. Register as a volunteer judge here. The available shifts are:

• Sunday, April 27: 7:30 a.m.-5 p.m.
• Monday, April 28: 7:30 a.m.-2 p.m. or 7:30 a.m.-5 p.m.
• Tuesday, April 29: 8:30 a.m.-5 p.m. or 11 a.m.-5 p.m.

Visit Orlando Engaged!

Tallahassee Sales Mission: Visit Orlando hosted Winter Mingle, a sales mission in Tallahassee, FL, to engage with both new and existing clients and meeting prospects to boost awareness of Orlando. Winter Mingle provided a platform for attendees to explore fresh opportunities and hear about the destination’s latest developments. In addition to promoting the destination, we supported Visit Orlando members by facilitating connections with potential clients. By fostering these relationships, we help create new opportunities and lay the foundation for measurable returns on investment. This collaborative approach not only strengthens Orlando's reputation as a premier meetings destination but also demonstrates our commitment to driving success for our partners and stakeholders. 

Destinations Florida Annual Meeting: Destinations Florida hosted its annual meeting in Tampa, where tourism professionals gathered to share updates and discuss industry trends. Destinations Florida represents the state’s destination marketing organizations (DMO). Visit Orlando’s Jasmin Hough and Shannon Parker attended, connecting with experts and learning innovative marketing strategies to attract more visitors to Orlando. DMOs were advised to create artificial intelligence (AI) policies to help staff leverage AI for content creation, data analysis and brainstorming. A key point emphasized the importance of considering AI policies that also apply to partners you work with who generate content on your organization's behalf, such as influencers or content creators.

UK Media's TravYule: Visit Orlando supported TravMedia’s second annual TravYule Awards on Nov. 26 in London, with more than 150 top-tier travel media and industry professionals in attendance. The event provided Visit Orlando a platform to showcase the destination, featuring our Unbelievably Real mural backdrop in the event photobooth and presenting the "Freelance Journalist of the Year" award. During the presentation, Visit Orlando gave a short speech and showed a video highlighting the exciting openings, events, and experiences planned for Orlando in 2025. Several media outlets have already expressed interest in visiting Orlando as a result.

In the News

Visit Orlando: Orlando's Can't-Miss Sporting Events of Winter: Come for the Game, Stay for the Fun

Universal Destinations & Experiences: Universal Orlando Foundation Donates $1.3 Million to Local Nonprofits at Third Annual Celebration of Giving Event

Yahoo: 10 of the Best Cities for Christmas in the U.S.

Huffington Post: The Best Restaurants In Orlando, Outside Disney And Universal

Forbes: New Study: Best Cities To Celebrate New Year’s Eve This Year