March 30, 2025, Hotspotorlando News. Visit Orlando’s international tourism strategy for 2025 emphasizes robust marketing campaigns, leveraging their “Unbelievably Real” brand, and targeting key markets like Canada, the U.K., Brazil, Mexico, and Colombia. In 2023, they reported a 25% year-over-year increase in international visitors (6.13 million), with Canada leading at 1.256 million visitors, followed by the U.K. and Brazil. This growth was driven by initiatives like the “Winter Doesn’t Exist” campaign, which promotes Orlando’s warm climate to colder regions during winter months, and partnerships with travel trade operators like Brazil’s CVC, the largest tour operator in Latin America. These partnerships include familiarization tours, educational platforms like the Orlando Travel Academy, and tailored activities to showcase Orlando’s diverse offerings beyond theme parks, such as Michelin-recognized dining, nature adventures, and cultural events.
For 2025, Visit Orlando is likely highlighting new attractions to sustain this momentum, including Universal Epic Universe, opening May 22, 2025, with over 50 new experiences, and resort expansions like Universal Stella Nova and Terra Luna Resorts, adding 1,500 rooms. They’re also promoting Evermore Orlando Resort’s beach-like amenities and Villatel Orlando’s upcoming waterpark. These developments aim to appeal to international visitors who stay longer and spend more, as noted in 2023 data showing international tourists’ high economic impact.
Their strategy also involves capitalizing on improved airlift—new direct flights to Orlando from key markets—and streamlined visa processes in countries like Brazil, Mexico, and Colombia. Despite a $15 million budget cut (leaving $85 million for 2025), Visit Orlando continues to prioritize high-impact marketing, though they’ve warned that reduced funds could limit international reach. They collaborate closely with VISIT FLORIDA to amplify global presence and advocate for continued state tourism funding.
Given the Chamber’s breakfast event context, Visit Orlando presented updated 2024 visitation data (projected to reach pre-pandemic levels), 2025 traveler sentiment (e.g., 84% of U.S. travelers planning to travel as much or more), and specific campaigns targeting international markets. They may have emphasized partnerships, new infrastructure like Orlando International Airport expansions, and efforts to diversify Orlando’s appeal to compete globally.
The “Winter Doesn’t Exist”campaign is a marketing initiative by Visit Orlando designed to attract international and domestic tourists to Orlando, Florida, during the winter season by highlighting its warm, sunny climate and vibrant attractions. The campaign targets travelers from colder regions—particularly in Canada, the U.K., and northern U.S. states—who seek to escape harsh winter weather.
Key Elements of the Campaign:
1. **Core Message**: The campaign emphasizes Orlando’s year-round warm weather, with average winter temperatures around 70°F (21°C), positioning it as an ideal escape from snow and cold. The tagline “Winter Doesn’t Exist” underscores the idea that visitors can enjoy summer-like experiences—theme parks, outdoor dining, water activities, and festivals—while others face winter chills.
2. Target Markets
– International: Canada (Orlando’s top international market, with 1.256 million visitors in 2023), the U.K., and Latin American countries like Brazil, Mexico, and Colombia, where winter travel demand is high.
– Domestic: Northern U.S. states like New York, Michigan, and Illinois, where residents face long, cold winters.
3. Promotional Strategies:
– Digital and Social Media: Ads on platforms like X, Instagram, and travel sites showcase Orlando’s sunny attractions, featuring visuals of theme parks (Disney World, Universal Orlando, SeaWorld), beaches like those at Evermore Orlando Resort, and events like the EPCOT International Festival of the Arts (January–February).
– Travel Trade Partnerships: Collaborations with tour operators, such as Brazil’s CVC, include promotions, discounted packages, and familiarization tours to educate travel agents about Orlando’s offerings.
– Out-of-Home Advertising: Billboards and transit ads in cold-weather cities display Orlando’s warm imagery with slogans tied to the campaign.
– Influencer Content: Travel influencers and bloggers are leveraged to share real-time experiences, amplifying the campaign’s reach on platforms like X.
4. Highlighted Attractions:
– Theme Parks: New rides and events, such as Universal’s Epic Universe (opening May 2025) or seasonal offerings like Mickey’s Very Merry Christmas Party.
– Beyond Parks: Outdoor activities like airboat tours, golf, and eco-adventures in areas like Kissimmee, plus dining at Michelin-recognized restaurants to appeal to diverse travelers.
– Winter Events: Festivals, holiday celebrations, and sports events that draw crowds during the winter months.
5. Economic Impact: The campaign aligns with Visit Orlando’s goal to boost international visitation, which grew 25% in 2023 (6.13 million visitors). International tourists, who stay longer and spend more, are critical to Orlando’s economy, contributing significantly to the $87 billion in visitor spending in 2023.
Context and Timing:
Launched in recent years, the campaign runs annually during the fall and winter planning seasons (October–February) to capture bookings for winter travel. It capitalizes on Orlando’s competitive edge over other warm destinations like Miami or the Caribbean, emphasizing its unique blend of world-class theme parks, accessibility (new direct flights to Orlando International Airport), and diverse accommodations.
Recent Developments:
For 2025, the campaign likely incorporates new attractions like Universal Epic Universe and resort expansions to refresh its appeal. Posts on X from late 2024 mentioned Visit Orlando’s push to promote “Unbelievably Real” experiences, tying the “Winter Doesn’t Exist” message to authentic, memorable vacations. Despite a $15 million budget cut for 2025, Visit Orlando continues to prioritize this campaign, though scaled-back media buys may focus on high-impact markets.