Canada “made history” in Orlando in 2023, sending more than 1.2 million visitors to the theme park capital, according to Visit Orlando, which revealed the “big announcement” at the IPW US travel trade show in Los Angeles this week. The record-breaking numbers also ensured that Canada remained the destination’s No. 1 market ahead of the UK (877,000) and Brazil (696,000).

Visit Orlando president and CEO Casandra Matej offered Canada emphatic “thank you!” and said this country’s contribution (which was a 46% gain over 2022) helped Orlando reach 6.13 million international visitors in 2023, representing 25% growth year over year.

“We are on our way back to full recovery since the pandemic that represents 91% of 2019’s numbers. So, we’re getting there, we’re definitely getting there,” she added.

The Visit Orlando boss added, “Orlando’s international growth is a testament to the uniqueness of our unbelievably real destination, the support from our travel trade partners and our emphasis on strategic marketing initiatives to help drive visitation from our key markets.”

Contributing to the significant international growth were a variety of factors, including new direct airlift in nearly all of Orlando’s top international markets, giving visitors more opportunities to get to Orlando easily and affordably, along with a more streamlined visa process in Brazil, Mexico, and Colombia.

Visit Orlando also expanded on its robust “Unbelievably Real” marketing campaign efforts, including a widespread “Winter Doesn’t Exist” campaign in key international markets during the colder months, further driving awareness and increasing desire for visitors to explore Orlando’s unique offerings.

Matej detailed a number of new developments in 2024. They include:

Travel trade tools

• A new student and youth travel training module has been added to the Orlando Travel Academy training program for travel advisors.
• New versions of visitorlando.com and visitorlando.org – the latter including the trade site – will be launched in June.

“We listened to our audience and created more functional, beautifully designed and accessible sites,” said Matej.

New at the theme parks

• Several new attractions will open this summer at Disney’s Magic Kingdom Park. Tiana’s Bayou will take guests on a musical adventure inspired by the beloved story and characters from the animated film “The Princess and the Frog.” Guests will be goin’ down the bayou with Princess Tiana during Mardi Gras season as she prepares to host a one-of-a-kind celebration for the people of New Orleans. The Country Bear Musical Jamboree, a whole new show, will feature renditions of classic Disney tunes, reimagined across country music genres. These new attractions follow the recently opened TRON Lightcycle / Run coaster. Located in Tomorrowland, it’s one of the fastest coaster attractions in a Disney theme park.
• SeaWorld Orlando, celebrating its 60th Anniversary, will debut Penguin Trek, an immersive indoor/outdoor launch coaster families can ride together this spring. Guests will ride snowmobile-inspired cars going at a maximum capacity of 69 kph, ending up in the park’s penguin habitat. The park also debuted an all-new look and feel to its Orca Stadium this year.
• Universal Orlando Resort’s new Dreamworks Land will open June 14 at Universal Studios Florida. The new family-friendly area, inspired by DreamWorks Animation’s characters including Shrek, Kung Fu Panda, and Trolls, will feature family-friendly roller coaster, Trolls Trollercoaster; multiple interactive play areas, including Shrek’s Swamp for Little Ogres, Poppy’s Playground and Po’s Kung Fu Training Camp; character meet and greet zones; and live entertainment.

The park will also debut additional experiences this summer, including CineSational: A Symphonic Spectacular – a new nighttime lagoon show debuting June 14 at Universal Studios Florida; Hogwarts Always – an all-new castle projection show debuting June 14 in The Wizarding World of Harry Potter – Hogsmeade at Universal Islands of Adventure; and Universal’s largest daytime parade to date, Universal Mega Movie Parade, debuting July 3 at Universal Studios Florida.

• LEGOLAND Florida Resort opened LEGO Ferrari Build & Race in March, offering guests the experience of viewing a life-sized LEGO Ferrari car, and building and testing it in one of three obstacle-laden test tracks. Younger drivers can enjoy the LEGO DUPLO Build Zone to design their own custom creations with larger bricks.
• What’s Next: In 2025, Universal Orlando Resort will unveil its next gamechanger for theme park entertainment with the debut of its most ambitious theme park yet: Universal Epic Universe; a level of theme park immersion and innovation that will transport guests to expansive worlds featuring more than 50 awe-inspiring attraction, entertainment, dining, and shopping experiences – and transforming the resort into a weeklong vacation destination filled with compelling experiences.

New accommodations 

• Evermore Orlando Resort opened Jan. 1 as Orlando’s first beach-like property, with a 3.2-hectare Crystal Lagoon and a 8-hectare sandy beach with hammocks, cabanas, and recreational activities. Guests can enjoy family paddleboarding, mixology classes, sandcastle-building lessons and more. Evermore, which has the world’s first touchless sunscreen application system, is built for large groups and families, offering a range of two- to 11-bedroom vacation homes.
• Conrad Orlando, the destination’s first Hilton luxury brand, opened Jan. 9 with 433 rooms, a spa, numerous dining options – including its signature rooftop experience. Located at Evermore Orlando Resort, the property overlooks a golf course, a two-storey boathouse for private events and Evermore Bay’s Crystal Lagoon and sandy beaches.
• Villatel Orlando Resort, situated within the International Drive area, began a phased opening in late 2023, offering private villa rentals with hotel-style standards and amenities. The property will eventually include an adventure waterpark with multi-storey slides and a lazy river, a fully equipped fitness centre, full-service restaurant and children’s playgrounds. Upon full completion in 2025, the entire resort will have 526 units with apartment-style suites and single-family homes.
• Universal Orlando Resort will add 1,500 guest rooms to the destination’s hotel portfolio, with Universal Stella Nova Resort opening Jan. 21, 2025, and Universal Terra Luna Resort opening Feb. 25, 2025. The new property rates will start at US$147 (per night, plus tax), based on a stay of four nights or more, featuring 750 double-queen guest rooms with spaceship-styled windows, a variety of dining options and amenities including resort-style pools, fitness centres, game rooms, recreation rooms and more.

Dining

• Orlando’s evolving dining scene has been recognized with one of the world’s highest culinary honours. In the third edition of the MICHELIN Guide Miami, Orlando and Tampa, inspectors announced four new Michelin starred Orlando restaurants for 2024.
• The MICHELIN Guide also recognized Orlando’s creativity, commitment to service and sustainability with three special awards: Michelin Exceptional Cocktails Award for Justin Levaughn of Otto’s High Dive; Michelin Service Award to Israel Perez, maître d’hôtel and sommelier of Victoria & Albert’s; and Michelin Green Star, which recognizes exceptional sustainable dining that doesn’t sacrifice flavour, to Kaya, led by Chef Lordfer Lalicon.
• Michelin’s recognition of the 48 identified Orlando restaurants includes seven MICHELIN Starred venues, 11 Bib Gourmands and 30 Recommended eateries.