THERE’S NO PLACE I CAN THINK OF WHERE THE ENTIRE COMMUNITY UNDERSTANDS THE IMPORTANCE OF SHOWING THIS LEVEL OF HOSPITALITY. WE HAVE A HIGHLY COLLABORATIVE CULTURE HERE. —George Aguel
THE
ORLANDO DIFFERENCE
Marketing the Most Visited Destination in the USA
D
[ By Diane Sears ]
uring a very busy May and June, media outlets all over the world reported Orlando had held onto its place as America’s most visited destination, welcoming 75 million travelers in 2018. That figure topped New York at 65 million, Chicago at 58 million, Los Angeles at 50 million, Las Vegas at 42 million and Washington, D.C., at 22 million. Coverage of the announcement provided more exposure than most other destinations ever could have afforded in paid advertising.
It might seem easy to market Orlando as a destination for leisure and business travel. After all, the area’s world-renowned theme parks are opening new attractions, the Orange County Convention Center is expanding, Orlando International Airport is adding direct domestic and international flights, Kennedy Space Center is increasing the frequency of launches and Port Canaveral is enhancing its cruise options. But it’s far from easy. Orlando’s tourism figures, which increased from 72 million in 2017, are the result of a concerted effort of multiple marketing initiatives aimed at multiple audiences on multiple continents, all working in conjunction with each other to produce results that are consistently delivered, measured and fine-tuned. Behind these initiatives, the destination’s official tourism association, the not-for-profit Visit Orlando, brings together 1,200 member companies representing all segments of an
industry that supports 41 percent of the area’s workforce and generates more than $70 billion in annual economic impact. Messages inviting people to come to Orlando are presented around the world in one form or another 24 hours a day, seven days a week, 365 days a year. “We never slow down,” said George Aguel, the president and CEO of Visit Orlando. “We can’t, because consumers around the globe have so many choices for where they can spend their time.”
Benefits to the Locals Why is being No. 1 in the country, and among the top destinations in the world, so important? Locals might not fully appreciate why increasing tourism is a bonus. It’s not just about bragging rights or even about commercial success. It’s about quality of life. F
[ FUN FACT ] The Wheel at ICON Park is the tallest on the U.S. East Coast at 400 feet.
i4Biz.com | AUGUST 2019 | 17
