As the top destination in the country, it's reasonable to wonder if we've reached maximum potential. Is Visit Orlando's marketing incrementally impacting future visits and spending? Is there a point where our efforts and money don't move the needle? These questions have sparked recent public discussions.
At Visit Orlando, research and insights are the foundation of all our plans. According to the data, we have numerous opportunities to sustain and grow visitation:
- Out of the world's 195 countries, Visit Orlando advertises in only 10 international markets. Of those 10 markets, Orlando's share of top of mind awareness against competitors ranges from 1.2% to 10.6%. There's room to grow within our current 10 markets and potential to expand into brand new countries.
- In the US, over the past three years Orlando welcomed 37% of the family market traveler and 22% of the non-family traveler. Again, numbers that show opportunity for growth.
- Plus, Orlando is not a one and done destination crossed off the bucket list without future thought. We have over 120 days worth of things to see and do with more on the way. Orlando can attract repeat visitors.
In addition to research, before our plans move forward, marketing experts from across the region on Visit Orlando's marketing committee review and provide valuable feedback. On this topic, recent feedback included that none of us—as a single entity within the market or as a destination—is remotely approaching the point of market saturation with our marketing programs.
Visit Orlando continues to have an extraordinary opportunity to move the needle for our destination.
And yet, we are facing both increased competition and headwinds from the current political climate. This is not the time to pull back. In fact, I'd argue that to combat these obstacles, we need to be even more aggressive with our marketing efforts. We cannot take success for granted.
If we don't continue to invest, our competition—other cities, destinations and entire countries with hefty tourism marketing budgets—will swoop in to steal our market share.
Every year the visitor count turns back to zero. To drive future success, we must generate awareness, get Orlando in the consideration set for future travel and find different types of visitors. And, we must protect the share in our key source markets while finding new sources of visitors.
To learn more, I'd encourage you to join us on August 24 for both the general session that dives deeper into our marketing strategies and plans for the future, and at our luncheon where the keynote speaker will focus on working across generations.