In 2023, Central Florida's tourism industry achieved an unprecedented economic impact of $92.5 billion, a 5.6% increase compared to the previous year, according to a Tourism Economics report. Visitor direct spending reached $58.5 billion, with a notable 5.4% increase, which is equivalent to hosting nearly two NFL Super Bowls every week of the year. This growth highlights Orlando's resilience and appeal in an increasingly competitive global environment.

Adam Sacks, President of Tourism Economics, emphasized: "Visitor direct spending in Orlando grew an impressive 5.4%, creating an economic impact equivalent to hosting the NFL Super Bowl nearly twice a week for an entire year." In May, Visit Orlando reported that Central Florida welcomed 74 million visitors, reaffirming its position as the most visited destination in the U.S., with a 25% increase in international visitors, totaling 6 million tourists. Spending by these international visitors grew 29% in 2023, representing $5.4 billion, which accounts for 9% of total spending.

Casandra Matej, CEO of Visit Orlando, noted: "Tourism is the heart of Central Florida, driving economic prosperity not just for our region but for the entire state, from job creation to generating significant tax revenue that supports essential public services.” Matej added that the steady influx of tourists bolsters the local economy and enhances residents' quality of life.

The report also reveals that the tourism industry supported 464,000 jobs in the community in 2023, representing a 3% increase compared to 2022. Of these jobs, 284,000 were directly generated by the industry, spanning from hotels to restaurants and attractions. Additionally, wages and benefits paid to industry workers reached $27.3 billion, with an average salary of $41,000, above the national average.

Tourism also significantly contributed to tax revenue, generating $6.6 billion in state and local tax income, resulting in an average savings of $7,400 per household in the region.

Industry leaders, such as Robert Agrusa, CEO of the Central Florida Hotel & Lodging Association, and DT Minich, CEO of Experience Kissimmee, highlighted the importance of tourism in the local economy, emphasizing how the industry not only creates jobs and supports infrastructure development but also contributes to preserving Florida’s unique culture and experiences.

This growth is driven by a notable increase in international visitor arrivals, reaching 6.13 million, a 25% increase from 2022. Canada leads as the top international market with over 1.2 million visitors, followed by the UK, Brazil, Mexico, and Colombia.

This momentum not only underscores Orlando's global appeal but also the continued expansion of its tourism offerings, with future projects such as Universal Epic Universe, opening in 2025, and the strengthening of the hotel and dining sectors, including new lodging options and Michelin-starred restaurants. These expansions are expected to sustain growth in the coming years, further solidifying Orlando as a premier global tourist destination.

In summary, the Tourism Economics report highlights the vital role of tourism in Central Florida's economy, showcasing ongoing growth in a year of global challenges and reaffirming Orlando's position as a leading global destination.