Visit Orlando, the Official Tourism Association for Orlando, announced 74 million annual visitors in 2022. With a 25% increase in the number of visitors compared to 2021, Orlando maintains its leading position as the most visited destination in America. By reaching 74 million visitors in 2022, Orlando achieved 98% of pre-pandemic levels (2019).
“Last year proved to be a key recovery period for the tourism industry in Orlando, with a lot of pent-up demand from our key domestic and international markets,” said Casandra Matej, president and CEO of Visit Orlando. “Our new international brand launch and strong commitment to strategic sales and marketing initiatives, combined with the ongoing evolution of our destination with incredibly real new experiences, helped Orlando maintain its leadership position and achieve strong visitation numbers.”
The increase in visits comes on the heels of the new Unbelievably Real brand launch by Visit Orlando, introduced for the first time in May 2022 for domestic visitors, followed by an international marketing campaign in the UK, Ireland, Canada, Brazil, Mexico, Colombia, Chile and Peru. The comprehensive campaigns reached 54% of the target market households for Orlando and generated over $8 billion in future direct spending from visitors, equating to $359 in visitor spending for every dollar spent on media.
In 2022, domestic leisure visits fully recovered and reached a new record of 61 million, while U.S. business visits are still recovering:
• United States: 69,141,000 (21% increase YoY)
• Leisure: 61,201,000
• Business: 7,940,000
International visits recovered to 75% of pre-pandemic levels, reaching 4.9 million in 2022. Canada, the UK, and Brazil were the top three international origin markets for Orlando.
• Canada: 860,700
• United Kingdom: 809,000
• Brazil: 575,000
• Mexico: 394,000
• Colombia: 287,000
In 2023, Orlando, Theme Park Capital of the World, continues to grow with an exciting lineup of new experiences for visitors – from a new eco-friendly high-speed train service connecting Orlando and Miami to theme park experiences, including a brand-new family-friendly attraction inspired by the Minions and the world’s first surf coaster.
For more information, visit VisitOrlando.com.