ORLANDO, Fla. – Visit Orlando has launched a new marketing push on TikTok designed to attract younger travelers to Central Florida. The “City Break” campaign, running from September 15 to November 15, features content creators highlighting Orlando’s attractions, nightlife and dining.

The initiative marks the first time Visit Orlando is partnering with TikTok creators to produce sponsored content with an authentic feel. According to Danielle Hollander, Chief Marketing Officer at Visit Orlando, the campaign prioritizes influencers who have experienced the destination first-hand to ensure genuine recommendations.

“Essentially, these become paid advertisements, but they are in the form of content that a creator did,” Hollander said. “They would have had to have been to Orlando, so it’s authentic. We look and say, does it meet our strategies? Is it going to resonate?”

For many Gen Z travelers, TikTok is already a primary source for travel planning. Visitors and creators alike agree that the platform plays a crucial role in shaping travel decisions.

The campaign is part of Visit Orlando’s broader strategy to position the city as more than just theme parks, appealing to younger audiences seeking short, dynamic getaways.