Orlando wants not only the kids but mom, too
Mom knows best, says the Orlando/Orange County Convention & Visitors Bureau, which is turning to marketing the destination to women.
A new $68 million, two-year marketing campaign is aimed at women 25 to 54 with annual incomes of $50,000 and more.
Those are the key decision makers when it comes to family travel, say CVB officials.
Also new is a campaign targeting Hispanic and African-American families — another niche that would be receptive, according to research done earlier this year by Harris Interactive.
The new campaign was guided by the industry in a collaborative effort, said Jose Estorino, marketing vice president for the local bureau. He stresses the extensive research behind the campaign’s key points and the involvement of every tourism business segment.
Central Florida’s plan to spend $34 million a year for two years is a giant step up from the roughly $9 million spent in 2006. The new campaign is being funded from revenue generated by Orange County’s new sixth cent of resort tax, which went into effect last October.
Report by David Wilkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
U.S.A. and Israel attacks on Iran impact air movements in the Gulf (Update 1.00pm CET)
Global tourism exceeds 1.5 billion travelers announces UN-Tourism
WTTC global tourism reached record economic impact of 11 trillion in 2025
Marginal increase for New York City tourism in 2025