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Orlando Draws Record Breaking 51.455 Million Visitors in 2010

2010 VISITATION NUMBERS Sources: D.K. Shifflet & Associates; Office of Travel & Tourism Industries, U.S. Commerce Dept. Domestic visitation numbers are provided by D.K. Shifflet & Associates Ltd., a travel research firm, specializing in consumer-based travel data. DKS&A’s DIRECTIONS® Travel Intelligence SystemSM collects detailed monthly travel data on more than 150,000 trips annually collected from a sample of US households. Overseas travel numbers are provided by the United States Department of Commerce’s Office of Travel & Tourism Industries through in flight surveys and analysis of customs paperwork provided by travelers.

Orlando, Florida USA Becomes 1st U.S. Destination to Top 50 Million Visitors – Double-Digit Visitation Increase over 2009

ORLANDO, Fla. & SAN FRANCISCO–(BUSINESS WIRE)–In simultaneous bi-coastal events, Orange County Mayor Teresa Jacobs along with City of Orlando Mayor Buddy Dyer in Orlando, Fla. and Visit Orlando President and CEO Gary Sain in San Francisco today announced Orlando drew a record-breaking 51.455 million visitors in 2010, up 10.5% from 46.6 million in 2009. Domestic visitation accounted for 47.78 million visitors, a 10.3% increase over 2009; and international travel totaled 3.675 million, an increase of 12.6% from 2009.

With this record, Orlando is the first destination in the country to welcome more than 50 million visitors and remains the most visited destination in the U.S.

“Despite the challenging economic times, the Orlando tourism and meetings community continued to invest in new hotels and attractions. Visit Orlando launched aggressive global marketing campaigns showcasing that Orlando offers visitors something they can’t get anywhere else – world famous attractions, value for their money and an experience they will never forget,” said Gary Sain, President & CEO, Visit Orlando, speaking to an audience of worldwide media at the annual International Pow Wow conference organized by the U.S. Travel Association. “The fact that Orlando bounced back in 2010 with the most visitation in not only Orlando’s history, but the most of any U.S. destination, shows our aggressive leisure and meetings strategies worked and our message resonated with travelers.”

“The tremendous efforts of our tourism industry were instrumental in helping our community weather the recent economic challenges. This is a positive sign for our region and our residents; as travel and tourism goes so does Orlando’s economy,” said Orange County Mayor Teresa Jacobs. “The tourism industry supports approximately 400,000 jobs for Orlando residents, which generates $13.6 billion in wages. This news is a win win for our residents and our community.”

“Travel and Tourism is our number one economic engine by far. It also gives back to our community through support of the arts, education and community organizations,” said City of Orlando Mayor Buddy Dyer. “These numbers are tremendous. For our region to continue its recovery, we need for our Travel and Tourism economy to lead the way. Today’s announcement is wonderful news and I am so proud of our Travel and Tourism partners for their success.”

Additional visitation information includes:

  • Visitation from Canada, Orlando’s top international feeder market, was up 11% to 960,000 travelers in 2010 compared to 865,000 in 2009.
  • Total domestic overnight visitation was up 10.7% to 30.5 million
  • Overnight convention-group meeting visitation was 3.24 million, up 1.4% in 2010.
  • Hotel room occupancy was up 6.3% in 2010.

To attract visitors throughout 2010, Visit Orlando initiated new marketing campaigns in its top feeder markets – the U.S., Canada, the U.K. and Brazil – reinforcing the tagline, “Orlando Makes Me Smile.” A new meetings and conventions marketing effort touted Orlando as the destination “Where Inspiration Meets.” Visit Orlando also showcased the destination’s offerings to thousands of tour operators and travel professionals at numerous key travel industry trade shows throughout North America, Europe, Latin America and Asia and was instrumental in driving additional air service to Orlando from domestic and Central and Latin America carriers.

About Visit Orlando
Visit Orlando is the branding, sales and marketing organization responsible for positioning Orlando as the destination of choice for leisure and meetings business for the economic benefit of the community.

Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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