Tourism officials haveÊannounced a historic milestone in the travel industry asÊOrlandoÊbecame the first U.S. destination to surpass 70 million annual visitors.
In 2017, 72 million visitors travelled toÊOrlando, an increase of more than 5 percent over the prior year, once again making it America’s most-visited destination.
VisitÊOrlando, the region’s official destination tourism and marketing organization, shared the number today at a special gathering of more than 1,000 tourism and community leaders.
“Our record-breaking year was achieved despite international headwinds and the statewide effects of Hurricane Irma,” said Visit Orlando President and CEOÊGeorge Aguel. “In 2017, our destination launched new consumer experiences on a significant scale and our marketing efforts leveraged increasing consumer confidence inÊthe United States. We also continued our focus on communicating the unique emotional connection visitors have withÊOrlando.”
“Orlando’sÊrecord-setting visitation affirms the city as a leader in the U.S. travel industry,” said U.S. Travel Association President and CEOÊRoger Dow. “The success inÊOrlandoÊis great, not just for this iconic destination, but for travel as a whole. As the U.S. overall looks to regain its share of the global travel market, this new milestone inÊOrlandoÊis a welcome reminder of the resiliency of this industry.”
OrlandoÊreached a host of new milestones in 2017 including:
- Record number of U.S. visitors
- Record convention attendance: TheÊOrange CountyÊConvention Center welcomed an unprecedented 1.53 million attendees (+5.0 percent).
- Record airline arrivals:ÊOrlandoÊInternational Airport became the busiest airport inÊFlorida, with 44.6 million passengers (+6.4 percent).
In addition to the openings of new attractions, resorts and dining venues,ÊOrlando’sÊvisitation benefited from new and adjusted destination marketing strategies from Visit Orlando.
- Domestically, Visit Orlando recognized the potential of the country’s growing positive economic indicators and increased marketing initiatives focused on U.S. audiences, with a special emphasis in the important Northeast region. Domestic visitation for 2017 grew to an all-time record total of 65.86 million.
- Internationally, with several key markets facing uncertainties, Visit Orlando maintained its extensive marketing, brand and publicity programs to retainÊOrlando’sÊleading position as a top international destination, with 6.15 million visitors.
- Swiftly addressing potential concernsÊafter Hurricane Irma struck in September, Visit Orlando quickly launched initiatives to demonstrate howÊOrlandoÊtourism areas rebounded. This was accomplished through social media and publicity campaigns that used authentic visuals of real guests, in real-time, enjoying and commenting on the status of the destination.
