March 24, 2017

Cautious Optimism, and Viva Brazil!

Amid the increasingly loud narrative regarding international travel concerns for the U.S., we actually are seeing some promising signs for Orlando, which is outperforming other major gateway markets. While it is difficult to determine conclusively if there will be a decline in international visitation to Orlando due to the new executive orders, the most recent data appears encouraging.

Last week Orlando reported its highest occupancy rate, and the second highest ADR, so far this year. And both the three- and six-month outlooks for Orlando are positive for total international visitation, as well as numbers from Canada, the U.K. and Brazil. In this issue, you will read about several of the strong marketing, sales and publicity efforts our team is leading to keep Orlando top-of-mind in these important countries. Adding to the good news, Orlando will see increased airlift from Brazil this summer, as Latam Airlines announced it will start direct service from Rio de Janeiro to Orlando, and Azul Airlines will increase their flights. Capitalizing on this opportunity, we are increasing visibility in Brazil through such tactics as high visibility at the popular Forum Panrotas travel event, and showcasing Orlando on the Esporte Fantastico television show to more than 25 million viewers!

Overall, our destination appears positioned for a positive summer season as we start to welcome a number of new and exciting attractions. But we remain cautious, as we must also keep in mind that there are some strong economic headwinds that could create issues for our international visitors. Overall, the current environment certainly emphasizes the importance of staying in tune with the latest research and intelligence data from our key international markets, which our team is actively doing.

-George Aguel

Industry Employment up 4.8 percent in January

The Orlando MSA started 2017 with strong employment growth in the leisure and hospitality industry. Industry employment in January 2017 rose by 11,500 jobs compared to January 2016, a 4.8 percent increase. The leisure and hospitality industry's total 252,400 jobs accounted for 20 percent of total nonagricultural employment in the Orlando MSA and accounted for 21 percent of overall job growth in January.

Visit Orlando Wins Big at Adrian Awards

Visit Orlando was recognized by the Hotel Sales & Marketing Association International (HSMAI) for exceptional campaigns, including "The Never Ending Story" that shows the emotional connection between the visitor and Orlando. Orlando received a Gold Adrian for its Brazil Campaign and three Silver Adrians for IPW Trade Show Marketing, "The Never Ending Story" print ad and global campaign, as well as a Bronze Adrian for the "Share Orlando" meetings print campaign series. The awards recognize excellence in travel advertising, digital marketing and public relations.

LGBT OUTtv Highlights Orlando

Visit Orlando's Public Relations Team landed a segment on OUTtv's Sassy Scoop, which ran 60 times for a total of 5.7MM impressions. OUTtv is the world's first, and Canada's only, TV network focusing exclusively on programming for the LGBT audience. In addition, the travel reporter posted a 10-minute YouTube video highlighting his experiences during a romantic getaway to Orlando, generating an additional 240,000 impressions.

Blog Promotes Area Waterparks

One of Visit Orlando's recent popular blogs promoted the destination's top waterparks to readers, including waterslides galore, lazy rivers for miles and some of the country's best wave pools.

Convention Sales Attends EnVision 2017

Visit Orlando attended EnVision 2017, Experient's annual conference, March 15-17, in Cleveland, Ohio. The conference brings together suppliers from around the country along with the executive leadership from Experient, a global event management company, and many of its senior and national account managers.

Pictured, from left, are: David Peckinpaugh, Maritz Global Events; Ken Barnett, Visit Orlando; and Michael Guerriero, Experient.

Orlando Promoted at ITB Berlin

Visit Orlando participated in ITB Berlin travel trade show, March 8-12. The show is the most important travel industry show in Germany, with 109,000 attendees from 184 countries at this year's event. During the show, the team participated in marketing and media meetings, updating partners on the latest Orlando news as well as ongoing and future projects. Air Berlin promoted its new Orlando flight by distributing drinks and flyers with a Visit Orlando promotion throughout the USA Hall.

NBC New York TV Spotlights Orlando

NBC New York worked with Visit Orlando to create a series of destination vignettes that will air early next month on the morning show New York Live as well as on its morning shows in Miami and Atlanta. The vignettes feature TV host, lifestyle expert, blogger and mom of two Ereka Vetrini, who has been featured on The Today Show, Meredith Vieira Show and TLC Sunday Brunch. The vignettes will showcase "What's New" in the destination, "Luxury and Relaxation", Orlando's "Dining Scene", "Outdoor Adventures" and so much more.

Visit Orlando Recognized at Forum Panrotas

The Brazil Team showcased Orlando last week to a record 1,400 travel professionals attending Forum Panrotas 2017, one of the most relevant events in the Brazil travel industry. Visit Orlando secured incredible exposure for the destination during the show including showcasing our video "17 New Openings in Orlando in 2017" during the main event, and securing a full-page ad in the Forum Magazine as well as on-site exposure. Visit Orlando was awarded a plaque in recognition for our support and partnership during their 15th edition of the Forum Panrotas, held in São Paolo March 13-14.

Visit Orlando's Jane Terra (middle) receives the plaque from José Guilherme Alcorta and Heloisa Prass of Panrotas.

Ellucian Live Completes First Show at OCCC

Ellucian Live 2017 took place March 19-22 at the Orange County Convention Center with approximately 7,500 attendees. This was the first time Ellucian hosted "Live" in Orlando. The annual conference, booked to return to Orlando in 2020, is geared toward higher education industry professionals and focuses on revolutionizing the student experience with technology.

Pictured, from left, are: Ashley Heling, Visit Orlando; Ed Smith, Conference Direct; and Faye Memoli, Visit Orlando.

Grainger Marks 90 Anniversary, Fifth Year at OCCC

The Grainger Show 2017, which took place March 13-16 at the Orange County Convention Center with approximately 16,000 attendees, celebrated two milestones while in Orlando. The company, Grainger, celebrated their 90th year in business and their fifth successful convention at the Orange County Convention Center. A cake was presented to the Grainger Show planning team to celebrate. The planning team said they are happy to be back in Orlando, and they feel right at home when the convention is hosted here. The Grainger Show is booked to return to Orlando through 2023.

Pictured, from left, are: Row 1 - Nicole Noonan, Meetings & Events; Julie Hirsh, Meeting and Events; Lisa Byer; Alli Schwartz, Event Planning; Kelly Sullivan; and Tracy Brewer, Event Planning. Row 2 - Kathy Stachura, Sr. Meeting Planner; and Scott Gehrke, Creative Manager.

At the Center

Orlando a Favorite U.S. Destination

TripAdvisor has ranked Orlando among the top six favorite U.S. destinations with its 2017 Travelers' Choice® awards, citing that the destination "offers boundless opportunities for adventure and family fun."

Universal Introduces Interactive Youth Program

What happens when you take your physics textbook and turn it into a roller coaster? Enter Your Classroom in Motion: A STEAM App Series, the latest Universal Orlando Youth Program.

Under-the-Radar Stuff You'll Love in Orlando

"Craft beer, a neighborhood winery, authentic Southern cuisine, smelling the roses in a lush garden: Orlando's got it all," says a recent TravelPulse article that highlights "under-the-radar stuff you'll love in Orlando." Mentions include Deadly Sins Brewery, Quantum Leap Winery, The Coop and Harry P. Leu Gardens.

Orlando Among Top 10 for Spring Break Value

Orlando ranks No. 3 in TripAdvisor's inaugrural TripMaximizer Report, which reveals how far a traveler's dollar can stretch in 10 of the most popular destinations on TripAdvisor this spring.

Disney's Dreamer Academy Turns 10

Walt Disney World Resort marks the 10th annual Disney Dreamers Academy. With the completion of this year's event, more than 1,000 teens have now completed the program designed to unlock the potential of high school students by inspiring and educating them on how to dream big and achieve those dreams.

BMG Drum-Off Set for Florida Music Fest

Blue Man Group is teaming up with Florida Music Festival to host the fourth annual drum-off April 21-22 in downtown Orlando. Selected semi-finalists will perform live on April 21 at Wall St. Plaza, with the five finalists selected to perform on April 22.

Latest TTI: January International Travel to U.S. Up

International inbound travel to the U.S. posted strong growth in January 2017, according to the U.S. Travel Association's latest Travel Trends Index (TTI). The segment grew at a year-over-year rate of 7.8 percent, continuing a months-long streak of unforeseen growth and defying consistent projections of decline for the sector.

Travel Industry Adds Jobs in February

The travel industry added 8,400 jobs in February, according to the U.S. Travel Association's analysis of Friday's Labor Department employment report, with job gains in most travel-related sectors, particularly in the lodging, amusement/ gambling/recreation, food/beverage service and airline industries last month.

New U.S. Security Checks for Visa Applicants

The Trump administration is making it tougher for millions of visitors to enter the United States by demanding new security checks before giving visas to tourists, business travelers and relatives of American residents.

CDC Zika Information

According to the Centers for Disease Control (CDC), its most current data available at the time of this writing (for the period of Jan. 1, 2015-March 22, 2017) indicate that 222 locally acquired cases have been reported in the United States, while 4,861 travel-associated cases have been reported. For the most current information about the Zika virus, visit the CDC's Zika page.