Orlando/orange County Convention & Visitors Bureau, Inc.

What Orlando/orange County Convention & Visitors Bureau, Inc. does

Orlando/Orange County Convention & Visitors Bureau, Inc., operating as Visit Orlando, is a not-for-profit trade association founded in 1984 that serves as the official destination marketing organization (DMO) for the Orlando area. It promotes the destination to leisure travelers and meetings/event planners through marketing, public relations, content, and member services, serving a membership of 1,600+ companies drawn primarily from the hospitality, attractions, and travel industries. The organization also conducts international marketing in key feeder markets including the United Kingdom, Brazil, Mexico, Colombia, and India.

Visit Orlando's core "product" is the destination brand and the demand-generation engine that drives visitor traffic. Underlying technology includes the organization's consumer website and digital booking/content platform, supplemented by OPAL, a conversational AI trip planner launched in 2025. A 36-member Board of Directors provides governance. The business model is funded through member company dues combined with public and private funding streams, including tourism development tax dollars allocated to destination marketing.

In 2024 the destination generated $94.5B in economic impact, and in 2025 Visit Orlando welcomed a record 76.7 million visitors. The organization has been recognized as Cvent's #1 Meeting Destination for 2025 and 2026 and has been named a "Best Places to Work" employer.

Name

Orlando/orange County Convention & Visitors Bureau, Inc.

Legal name

Visit Orlando

Website

https://visitorlando.org

Company type

Private

Founded year

1984

Operating status

Operating

Short description

Visit Orlando is the official not-for-profit destination marketing organization for the Orlando area, founded in 1984. It promotes the destination to leisure travelers and meeting planners through marketing, international outreach, and member services for its 1,600+ member companies.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Membership Dues: Not-for-profit trade association funded by membership dues from over 1,600 member companies representing Central Florida's tourism community
2. Tourism Economic Impact: Organization drives economic impact through tourism spending; as a not-for-profit DMO, revenue comes indirectly through membership and public/private funding rather than direct sales

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Visit Orlando is a not-for-profit destination marketing organization that brands, markets, and sells the Orlando destination globally. It represents more than 1,600 member companies from every segment of Central Florida's tourism community, operating consumer-facing platforms, an AI-powered trip planning assistant (OPAL), a convention sales program, a travel trade certification academy, and promotional programs such as Magical Dining.

Product overview

Visit Orlando is The Official Tourism Association for Orlando, operating as a not-for-profit trade organization that brands, markets, and sells the Orlando destination globally, representing over 1,600 member companies. Its primary offering is a comprehensive network of digital platforms and services connecting travelers and business groups with Orlando's tourism ecosystem. The core product portfolio includes OPAL (AI-powered trip planning assistant), the Orlando Travel Academy (online training for travel advisors), VisitOrlando.com (consumer leisure site), OrlandoMeeting.com (conventions/meetings site), Travel Advisor Tools (trade resources), Magical Dining Program (annual culinary promotion), Vacation Planning Services, Interactive Map, Media Gallery, and various newsletters. These offerings work together to market Orlando to leisure visitors, meeting planners, and travel trade professionals worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Magical Dining: Magical Dining is a Visit Orlando program featuring prix-fixe menus at Central Florida restaurants, with portions of proceeds donated to local charities. Since 2009, the program has raised nearly $3.3 million for local charities.
• Orlando Travel Academy

Products and services

• OPAL (Orlando Planning Assistance by Locals) AI-powered conversational trip planning assistant that helps travelers plan personalized Orlando vacations, providing recommendations for attractions, dining, and accommodations.
• Orlando Travel Academy Online training and certification platform for travel advisors to become Certified Orlando Experts, offering educational modules including theme parks, outdoor adventures, and destination knowledge with exclusive member benefits upon completion.
• VisitOrlando.com (Leisure Website) Consumer-facing destination website for leisure travelers providing vacation planning resources, what is new information, trip ideas, places to stay, and exclusive savings.
• OrlandoMeeting.com Meeting and conventions-focused website for planners providing RFP submission, meeting venue information, and newsletter subscription for industry updates.
• Magical Dining Program Annual dining promotion featuring prix-fixe menus at Central Florida restaurants, with proceeds supporting local charities. Since 2009, has raised nearly $3.3 million for community causes.
• Free Vacation Planning Services Free personalized one-on-one vacation planning service with destination experts who provide guidance and advice for building custom Orlando itineraries.

Quantifiable outcome

• 76.7 million visitors in 2025 (record)
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Orlando HealthcoreGTM or Marketing PartnerPresenting sponsor of Visit Orlando's Magical Dining program since 2024, supporting healthy travel initiatives and high-quality medical services for visitors to the destination. Partnership focused on offering health-related options and medical services for destination visitors.
• LowndesminorOthersProvides general counsel services to Visit Orlando as the organization's legal partner.
• Feed the Need FloridacoreOthersCharity partner during COVID-19 pandemic for Magical Dining program. Over 1.6 million meals served through the initiative to help feed local residents struggling to access food.
• The Lifeboat ProjectcoreOthers2023 Magical Dining beneficiary - local organization raising awareness of human trafficking and empowering lives of survivors through short and long-term aftercare, residential programs and education.
• REED Charitable FoundationcoreOthers2025 Magical Dining primary beneficiary focused on ending the literacy crisis by ensuring all children have access to reading instruction based on how the brain learns to read.
• 4RootscoreOthersLead nonprofit partner for Feed the Need program during COVID-19, working with public and private partners to support Florida farmers, preserve jobs, and prepare nutritious meals throughout Central Florida.
• Orange County Convention CentercoreStrategic or Co-development PartnerPrimary convention facility partner. OCCC targeting 2026 groundbreaking for North-South Building enhancements including additional 44,000 sq ft meeting space and 100,000 sq ft ballroom.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Visit California: Official state-level DMO for California. Operates the same destination-marketing model as Visit Orlando but at state level for a different geography; competes indirectly for international leisure visitors, especially from EMEA and Asia-Pacific feeder markets.

Direct peers

• Choose Chicago: Official tourism organization for Chicago, a direct peer DMO operating under the same CVB convention-sales-plus-leisure-marketing model as Visit Orlando, with comparable member-base structure and international sales coverage.
• Visit Denver: Official CVB for Denver, a direct peer DMO combining convention sales (Colorado Convention Center) with leisure destination marketing. Structurally and operationally comparable to Visit Orlando at slightly smaller scale.
• Visit Florida: Official state-level tourism marketing corporation for Florida. Operates the same DMO/promotion model as Visit Orlando but at the state level — directly comparable in mission, funding model (TDT-backed), and member-driven structure.
• NYC Tourism + Conventions: Official DMO for New York City, a direct peer to Visit Orlando as one of the largest U.S. CVBs. Operates the same destination-marketing-plus-convention-sales model targeting leisure travelers, meeting planners, and travel trade globally.
• Experience Columbus: Official DMO for Columbus, Ohio, a direct peer CVB combining leisure destination marketing with convention sales targeting meeting planners and travel trade — the same operating model as Visit Orlando at smaller scale.
• Las Vegas Convention and Visitors Authority (LVCVA): Official DMO for Las Vegas, the most direct U.S. peer to Visit Orlando in scale, governance (CVB structure), convention sales focus, and leisure travel marketing model. Both organizations compete for top-tier meetings, group business, and international visitors.
• Tourism Toronto: Official DMO for Toronto, a direct peer operating the same destination-marketing-plus-convention-sales model targeting U.S. and international leisure and group markets. Comparable in scale and structure to Visit Orlando.
• Greater Miami Convention & Visitors Bureau: Official CVB for Greater Miami and the Beaches, a direct intra-Florida peer operating the same destination-marketing-plus-convention-sales model as Visit Orlando and competing for overlapping international leisure and meeting-planner demand.

Broad incumbents

• Brand USA: National tourism marketing organization for the United States. Functions as the broader incumbent in the same destination-marketing category as Visit Orlando, driving international demand that benefits state and city DMOs including Visit Orlando.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/visitorlando
• YouTubeyoutube.com/visitorlando
• Facebookfacebook.com/VisitOrlando
• LinkedInlinkedin.com/company/visit-orlando
• Instagraminstagram.com/visit_orlando

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orlando/orange County Convention & Visitors Bureau, Inc.