Orlando’s Tourism Impact: Orlando was the largest U.S. travel and tourism city destination in 2023, contributing over $32.5 billion to the local economy. This represented more than 21% of the city's total GDP, exceeding 2019’s figures by $3.1 billion, according to the World Travel & Tourism Council (WTTC).

Visitor Figures & Growth

Visit Orlando reported that the city saw 77 million visitors in 2023, a 4% increase over 2022’s 74 million, marking Orlando as the most-visited destination in the U.S.The city also saw domestic leisure visitation break new records, reaching 64 million visitors in 2023.International visitation rose, reaching 5.5 million visitors, representing 84% of pre-pandemic levels, with Canada, the UK, and Brazil leading as the top international markets:

- Canada: 910,000 visitors
- United Kingdom: 855,000 visitors
- Brazil: 610,000 visitors

Air Traffic and Spring Break Records

Orlando International Airport (MCO) also experienced significant growth:

International traffic increased by 88% in early 2023, with 597,000 total arrivals and departures in January alone. Domestic traffic saw a 28% rise with over 4.1 million passengers in the same period.

Spring Break 2023 also shattered records, with MCO witnessing the highest passenger counts in its history. On March 11, 2023, 97,382 departures were recorded, surpassing the previous record of 95,282 set just the previous month.

Economic Impact & Marketing Success

The successful tourism growth came in part due to Visit Orlando’s Unbelievably Real marketing campaign, which expanded internationally in 2023 to key markets in Europe, Latin America, and North America. The campaign reached 60% of Orlando’s target market households, generating more than $9 billion in additional future direct visitor spending—equating to $370 in visitor spending for every dollar spent on media.

Orlando’s tourism industry achieved key milestones in 2023, including:

• 77 million U.S. visitors (+4% YoY)
• 5.5 million international visitors (+12% YoY)
• 51.9 million passengers passing through Orlando International Airport (+1.2% YoY)

Statewide Recognition & Leadership

Florida's leadership, particularly the state’s freedom-first policies, continued to play a crucial role in attracting millions of visitors. Governor Ron DeSantis noted, “These policies have supported a thriving tourism economy that benefits every corner of our state, helping small businesses and strengthening our communities.”

Dana Young, VISIT FLORIDA President and CEO, added, “Florida’s tourism industry continues to set new records, solidifying our place as the world’s top vacation destination. We look forward to maintaining this momentum and driving even more growth in 2024.” Orlando’s performance, alongside statewide gains, reaffirms Florida’s standing as a top-tier global tourism destination, maintaining its leadership in visitor numbers, economic contribution, and overall industry success.