Orlando maintained its position as the top tourist destination in the country, with Visit Orlando reporting a significant increase in annual visitors. In 2022, the city welcomed a total of 74 million visitors, representing a 25% rise compared to the previous year.
This surge in tourism brings Orlando’s visitor numbers to 98% of pre-pandemic levels. Casandra Matej, the CEO of Visit Orlando, attributed this success to the recovery efforts undertaken during the past year, which capitalized on the pent-up demand for travel. The introduction of a new international brand and targeted marketing initiatives played a vital role in ensuring Orlando’s continued prominence in the tourism industry.
The positive growth was fueled by the launch of the Unbelievably Real brand in May 2022, initially catering to domestic visitors. Encouraged by its success, the brand was subsequently expanded to include the UK, Ireland, Canada, Brazil, Mexico, Colombia, Chile, and Peru.
Domestic leisure visitation experienced a complete recovery, reaching a record-breaking 61 million visits in 2022. International visitation also rebounded, with numbers reaching 75% of pre-pandemic levels, amounting to 4.9 million visitors. Canada, the UK, and Brazil emerged as the top three international markets for Orlando.
Furthermore, the recently introduced high-speed rail service connecting Orlando and Miami is expected to further boost visitation to the city, offering greater convenience and accessibility for travelers.