11 | Annual Report

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We ARe visit ORlAndO

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Visit OrlandoOur name pretty much says it all. Yet it doesn’t tell the whole story. Officially, we market the Orlando brand to global leisure and business travelers with the goal of increasing overnight visitation. Meaning we invite, encourage and per-suade guests from around the world to visit Orlando. And along with our travel and tourism industry partners, we are extremely successful — the destination experienced a record of 51.5 million visitors from 292 countries in 2010.

Focused MissionBut we represent the destination with more than just a catchy tagline and a snazzy logo. Our team of 175 marketing and sales professionals are focused on reaching all audiences —

whether consumers, media, travel agents, tour operators, meeting and event professionals, or corporate deci-sion makers — to tell the Orlando story. these collaborative efforts are mani-fested by marketing campaigns and direct sales efforts in 14 countries, with a significant brand presence in 11 of them. Why? simply, for the continued economic benefit of the community. Remember, visitors spend $28 billion annually, which helps support nearly 356,000 jobs for our residents. And that contributes to a better quality of life for everyone.

New Logo Represents Global BrandWhen we changed our name at the end of 2010, we weren’t quite done.

After conducting extensive research with key stakeholders, our new logo for the global brand debuted during March 2011. the logo represents the organization across all worldwide mar-kets, including leisure, trade, corporate and meeting professionals.

We ARe visit ORlAndO

Global Reach• $28billionintotalannual

visitor spending• Globalmarketingeffortsin

14 countries• Significantbrandpresencein

11 countries

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OuR leAdeRship Reflects

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2011 revitalized the travel and tourism industry as the meetings and conventions market rebounded with higher attendance, and leisure visitors opened up their wallets and began to travel again. coming off a record 51.5 million visitors in 2010, we expect that when the 2011 numbers are released it will bring us more great news. Our travel and tourism partners are investing in new products and attractions to keep the destination fresh, and visit Orlando has refocused our efforts to increase visitation — as well as meetings and conventions — during need periods of the year.

through the years, our community has built a strong travel and tourism industry that supports nearly 356,000 jobs, with visitors spending in excess of $28 billion. And we led the way in job creation for Orlando in 2011. With our economy slowly rebounding, we expect to see continued job creation and investment by our industry partners. As always, the visit Orlando team is committed to our commu-nity, our member partners and to ensuring that Orlando continues to be the top destination in the united states for leisure and business travelers. please review this annual report to learn more about what visit Orlando does for our community and all whom we serve.

— Paul Tang, Chairman, Visit Orlando and Vice President & Managing Director,

Hyatt Regency Grand Cypress

At visit Orlando, we work closely with our industry partners to market our brand as one of the top global destinations for leisure and business travel. in 2011, we regularly updated the Orange county Mayor and our elected officials on our achievements and challenges. their support is paramount to economic growth of our industry and community.

We are proud of our numerous accomplishments in 2011 — increased overnight visitation and tdt growth, surging room demand and new city-wide bookings at the Orange county convention center. Yet we didn’t do it alone. these successes were only accomplished through collaboration and a strong working relationship with our member partners and industry stakeholders.

in 2012, our team of skilled professionals will continue to work in partnership with key stakeholders to capture a disproportionate share of visitors, as well as seeking new opportunities for our great destination. We will continue to find innovative ways to maximize our marketing dollars in order to reach a larger audience, and aggres-sively address the traditionally slower periods of the year. We are confident our activities and results will positively impact the region’s economy and put more people back to work.

— Gary C. Sain, President & CEO, Visit Orlando

OuR leAdeRship Reflects

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Global leisureGloballeiSure

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Global leisure

First QuarterDriving Spring VisitationThe Big IdeaAn international marketing campaign with the premise of engaging potential guests to “make over” their Orlando trip using the upgraded vacation planning tools on our newly launched website.

TimingJanuary 3-June 30

Marketsunited States, Canada, Germany andthe united Kingdom

TacticsBrand advertising, direct marketing, publicity, social media promotions, print co-op advertising, search engine marketing, and trade marketing

Consumer Engagementin January, we encouraged consumers in select markets to submit stories about their vacation-planning chal-lenges at visitOrlando.com/makeover. selected winners were then awarded a one-of-a-kind Orlando vacation. Renowned travel expert emily Kaufman — also known as The Travel Mom — assisted each family in planning its perfect trip to Orlando. While the participants were enjoying their vacation, a global audience of fans was following their adventures on our blog, twitter, facebook and You-tube pages.

Domestic Trade• emilyKaufmanjoinedVisitorlando

at numerous consumer travel shows, including The Philadelphia Inquirer Travel Show and the New York Times Travel Show

Domestic Partnerships• LIVE! with Regis and Kelly kicked off

the national promotion the first week in January, offering 10 Orlando vacation giveaways via the television show’s “travel Wheel”

• emilyKaufmanpromotedVacation Makeover with in-market appear-ances on news programs and travel shows in 11 key markets

Domestic Advertising• Co-opprogramwithVisit Florida for

television and radio in January and february

Third Time’s the CharmA four-week television advertising campaign ran in ireland — the third year visit Orlando has conducted a consumer campaign in that market — from mid-february until mid-March in a joint effort with universal Orlando® Resort and seaWorld® Orlando. the com-mercial spots featured footage from the theme parks and a call to action to American holidays and sunway, two major tour operators in the market.

GloballeiSure

Results: Vacation Makeover• destination awareness increased by 28 percentage points from

the spring 2010 campaign• intenttotraveltoorlandoduringthenext12monthsincreased

by 11 percentage points among those who were previously exposed to the visit Orlando brand versus those who had not

• Campaignlanding-pagetrafficincreased5%• accruedatotalof590millionmediaimpressions• Publicitygenerated$4.86millioninadvertisingvalue

Did You Know?domestic travelers to Orlando accounted for 93% of all visitorsand spent $24.5 billion in 2010.

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Global leisureGloballeiSure• Full-page,printco-opprogramfrom

february through June, including placement in Travel & Leisure and AAA Going Places magazines

• Cableandradiocoveragein philadelphia, pittsburgh, cleveland, new haven/hartford and Baltimore in March and April

• onlineadvertisingonYahoo!,Googleandbing,amongotheronline properties

• Hispanicandafrican-american targeted advertising on cable, print, online and radio

New Multi-Lingual Website Goes MobileA new Orlando destination website debuted during March 2011. Based on extensive consumer research and testing, the relaunched visit Orlando website features a travelocity booking engine, content available in eight lan-guages, enhanced search listings, a blog, videos and a travel-planning tool. it also provides those accessing the site from a mobile device with specialized content available in four languages via visitOrlando.mobi.

First-Ever Campaign Drives Colombian VisitationWe launched our first-ever integrated cooperative colombian consumer marketing campaign designed to promote travel to the destination in february. With support from partners Avianca Airlines, disney destinations, seaWorld® parks & entertainment and universal Orlando® Resort, the multi-faceted campaign included consumer advertising, promotions, travel-trade

communications, tour-operator part-nerships and publicity initiatives that helped generate travel-agency busi-ness. the year-long campaign primarily targeted colombian families with chil-dren and couples.

Star Poweremily Kaufman (The Travel Mom) wasn’t the only celebrity that visit Orlando partnered with during 2011 to promote the destination. Other stars included Joey fatone (‘n sync), Jamelia (english R&B star), Kimberly seals Allers (the Mocha Mom), sir cliff Richard (famed rock ‘n’ roller) and Jonathon carroll (well-known canadian travel industry spokesman).

PartnerinGwitH GermantouroPeratorSduring the second quarter, a series of partnerships with key German tour operators were launched as part of an overall in-country marketing effort. participants included America unlim-ited, cAnusA, deRtOuR, Meier’s Weltreisen, neckermann Reisen and

thomas cook Reisen. A broad range of tactics were utilized to engage travel agents and consumers, most notably direct mail, e-newsletters, sweep-stakes, online marketing and in-store posters.

Second QuarterCo-op Campaign Targets Brazil to keep the momentum from Brazil going, a marketing campaign targeting middle-to-upper-class families ran from March through december, with peak consumer engagement during April, May, August, september and October. the campaign — which included partners seaWorld® parks & entertainment and universal Orlando® Resorts — highlighted Orlando as the top family-vacation destination, while also generating travel-agency business. the program consisted of a mix of print, digital, broadcast and cable- television advertising; promotions; travel-trade communications; pub- licity; direct mail; and sponsorship of the panrotas forum.

Results: German Co-op• resultedinmorethan13,000

passengers booking Orlando trips• Visitorsgeneratedspendingof

nearly $7.4 million during 2011

Results: Colombia• produced visitor spending

of more than $3 million• Generatednearly52,000views

on the colombian campaign landing page

Jamelia and family

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Global leisure

Team Work Increases AirliftRecently Air Jamaica, Avianca, caribbean Airlines and Arkefly launched year-round service to Orlando. this new service is the result of Airteam Orlando and the community continuing to work together with the goal of increas-ing airlift to the destination.

Did You Know?international visitors accounted for 7.1% oforlando travelers, butrepresented13.5%oftotalspend-ing — $3.8 billion — during 2010.

GloballeiSure

Visit Orlando Sponsors IndyCarvisit Orlando sponsored the no. 18 dale coyne Racing car — driven by James Jakes — during the Izod IndyCar Series race in são paulo, Brazil on May 2. the sponsorship was in support of the Brazil marketing campaign that launched two months earlier. the race was broadcast in more than 125 coun-tries, and visit Orlando hosted 25 vip clients at the track.

Travel Trade: Visit Orlando Attends Pow Wowvisit Orlando’s global marketing and publicity teams attended the Interna-tional Pow Wow in san francisco on

May 21-25. pow Wow is an international show organized by the u.s. travel Association that is held annually for members of the travel trade. visit orlandoPresidentandCeoGarySain,and visit Orlando chair paul tang, also attended the three-day event.

Results: Brazil• Co-opcampaignproduced

visitor spending of more than $115 million during 2011

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Global leisureGloballeiSure

Third QuarterDeals Push Need-Time TravelThe Big IdeaA domestic marketing campaign pitching consumers on Orlando’s 2nd Summer: if you did not like your first summer, there is a second summer waiting for you in Orlando. And it is on sale. the program focused on super deals — the intent was to increase overnight visitation during one of the slowest travel periods to the destination.

TimingAugust 15-september 30

Marketsunited states — east of the Mississippi drive markets (Atlanta, charlotte, Miami & nashville) and fly markets (philadelphia & hartford)

Tacticsprint advertising, publicity, print co-op advertising, radio spots and promo-tions, partnerships, digital banner advertising, search engine marketing, social media, trade marketing, direct marketing and outdoor advertising

Live BroadcastsRadio stations from 10 key markets broadcast live from the hyatt Regency Grand Cypress on august 8-9 to promote 2nd Summer and the destination. each station also ran a two-week, on-air promotion that awarded Orlando vacations to lis- teners during this period.

Magical Dining Monthnow in its sixth year, visit Orlando’s Magical Dining Month reached “classic” status, and was positioned as a key element of the 2nd Summer campaign. from september 1-30, central florida’s best restaurants featured three-course, prix fixe dinner menus for just $30. And for each Magical Dining meal sold, participating eateries donated $1 to the Boys & GirlsClubsofCentralFlorida.

Global Hospitality Daysto show appreciation for hardworking members of the travel industry, visit Orlando designed exclusive deals for hospitality workers as part of Global Hospitality Days. More than 60 offers on Orlando hotels, attractions, restaurants, golf and spas were avail-able from August 15-september 30 at visitOrlando.com/hospitality.

Welcome Home, Chevy OrlandoWhat’s in a name? Well, for Orlando and the new Chevy Orlando, a whole lot. Visit orlando and General motors(Gm) brought 15 Canadian journalistsand bloggers to the destination in August on a road trip aboard one of its newest automobiles — the Chevy Orlando. Although the vehicle is not for sale in the united states, the Chevy Orlando was available in europe earlier in the year and the canadian market in October.

during the two-day tour, the guests headed to seaWorld® Orlando, universal Orlando® Resort, and the Walt disney World® Resort, while using social media posts to document their experiences with the vehicle and

Results: Magical Dining Month• landing-pagetrafficincreasedby30%

• Publicitygeneratedamedia value of more than $739,000

• morethan40,000meals produced over $40,000 in donations to the Boys & Girls Clubs of Central Florida

Results: 2nd Summer• intenttotraveltoorlandoduring

the next 12 months increased by 12 percentage points among those who had previously been exposed to the visit Orlando brand versus those who had not

• Campaignlanding-pagetrafficincreasedby17.5%

• radiopromotionsgenerated 52 million impressions, with a media value of $1.1 million

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Global leisureGloballeiSure

Looking into 2012: Need Times, Please

While the Orlando Makes Me Smile branding continues in 2012, two of the destination’s “need periods” — May-June and August-september — will receive a renewed focus with separate efforts.

the late spring campaign will give consumers a reason to travel to Orlando during May and June, and create a sense of urgency for visitors to start their summer vacation early. 2nd Summer will continue during the early fall, positioning amazing destination deals and new attractions to drive visitation during this shoulder season.

Orlando. in total, the group posted hundreds of tweets and reached a combined twitter audience of more than 222,500.

Partnering with GMVisit orlando joined forces with Gmduring the launch of the Chevy Orlando at the Canadian National Exhibition on August 19-september 5. during the event, more than 2 million attendees had an opportunity to test drive the family-friendly automobile and win an Orlando vacation.

La Cumbre Presents Business Opportunitiesvisit Orlando attended La Cumbre in las vegas during september. the annual three-day event brought together nearly 1,000 travel profes-sionals, exhibitors and suppliers from the united states, latin America and the caribbean. Orlando will host La Cumbre in 2012.

Did You Know?visit Orlando is the largest private destination Marketing Organiza-tion (dMO) in the united states.

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Global leisure

Fourth QuarterInaugural Music Event Reflects New StrategyAs part of a new strategy that seeks to align signature events in the destination with increasing visitation during need periods, we teamed up with festival Republic to present Orlando Calling. the two-day concert was held no-vember 12-13 at the florida citrus Bowl stadium. More than 50,000 fans attended the festival, which presented dozens of bands — including acts Bob seger & the silver Bullet Band, the Killers, Kid Rock, pixies, Kid cudi, pete Yorn and the Roots — playing on five stages. festival Republic, one of the united Kingdom’s leading music pro-moters, produced the massive event.

Guitar Auction for Charitycelebrity Joey fatone was on hand toannounceacharityauctionofGib-son guitars autographed by Orlando Calling bands during a press confer-ence on september 14. the auction proceeds benefited the fatone family foundation’s “My healing harmony” music therapy program at Arnold palmer hospital for children.

GloballeiSure

Results: Orlando Calling• attendees:50,000• mediaimpressions:259million• mediavalue:$2.9million

Celebrating World Smile Dayfact: Orlando is the world smile capital. More than 51 million smiling visitors can’t be wrong. to thank our residents who provide the work force — and community support — that make all of this possible, visit Orlando held a World Smile Day event on October 7 in down-town Orlando. that afternoon, a crowd of 400 people gathered for snow cones and special prize giveaways, such as attraction tickets and theme-park merchandise.

Calling Orlando“i’ve been looking at creating a fes-tival in the united states for some time. the one thing that nobody needs to do in respect of Orlando is describe where it is. When you say ‘Orlando,’ everybody knows it.” — Melvin Benn, Managing Director,

Festival Republic

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Global leisureMade for CanadiansThe Big IdeaMade for Canadians, a program that features special deals for our northern neighbors, entered its third year in 2011. the campaign featured discounts on hotels, dining, golf and attractions to encourage visits during canada’s notoriously cold winter.

TimingOctober 2011-March 2012

TacticsBrand advertising, television co-op advertising, direct marketing, publicity, online advertising, print co-op adver-tising, search engine marketing, trade marketing and promotions

Television Advertisingduring november, destination co-op television advertising with universal Orlando® Resort and seaWorld® orlando aired on Citytv, Global Ontario and chch-tv Ontario. the call to action sent viewers to visitOrlando.com/canada.

Television Partnershipsduring October, a partnership with toronto news station cp24 broad-

casted a three-day, live remote from seaWorld Orlando and discovery cove®. A two-week promotion with station chch-tv Ontario during november and december awarded trips to Orlando to join a live broad-cast in the destination for Family Day 2012.

Citytv & iTravel2000travel expert and itravel2000 ceO & president Jonathon carroll visited the destination and shot a series of vignettes and spots that aired on citytv during november and decem-ber. carroll also appeared on citytv’s “Breakfast television” program that showcased Orlando and included a trip giveaway.

U.K. Campaign Contrasts Humdrum with MagicA $1.5 million, four-week co-op broad-cast and digital campaign launched in the united Kingdom during October. the 30-second television spots — pro-duced with sponsors seaWorld® parks & entertainment, universal Orlando® Resort and the Walt disney World® Resort — contrasted the humdrum of everyday British life with the magic of an Orlando vacation. the commer-cials ran on itv1, itv2 and itv.com, and included a call to action to travel-trade partners. A fully integrated digital program began in september.

Looking into 2012: Canada

A program targeting families to celebrate family day, an Ontario holiday, by booking an Orlando getaway was launched in January and february. the recently estab-lished holiday is held on the third Monday of february during a long weekend, and encourages families to spend time together or travel. We want to capitalize on the opportunity to connect this family-friendly holiday with the Orlando brand.

GloballeiSure

Results: Made for Canadians• overalldestinationawareness

increased by six percentage points from the 2010 campaign

• intenttotraveltoorlandoduringthe next 12 months increased by 12 percentage points among those who were previously exposed to the visit Orlando brand

• Campaignlanding-pagetraffic increasedby26%ascompared to 2010

• Publicitygenerated$1million in advertising value

Results: United Kingdom• intenttotraveltoorlandoduring

the next 12 months increased by 19 percentage points among those who were previously exposed to the visit Orlando brand

• Publicitygeneratednearly $3 million in advertising value

Did You Know?visitation from canada, Orlan-do’s top international market, increased11%to960,000travel-ers in 2010.

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meetinGS&ConVentionS

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Refocusing on M&CEmphasizing Need Periods visit Orlando introduced a new three-year strategic plan during 2011. the plan included five key initiatives specific to the meetings and conventions segment.

• maximizetheopportunitiesfor convention center-focused citywide business

• brandorlandoasacompellinganddistinctive destination for business events

• identifyuniquemeetingopportuni-ties during critical need periods

• increaseourmarketsharefromthird-party planning organizations

• Providedestinationeducationto clients via site visits, fams and industry events

Book Now, Spend Laterduring 2011, the pressure was on in the highly competitive arena of booking meetings, tradeshows and conventions. visit Orlando and the Orange county convention center sales teams came out swinging and brokered a significant

share of citywide events within the year for future dates. some of the shows are massive, like Megacon — scheduled for 2012 and 2013 — with an estimated 40,000 attendees each and combined spending of nearly $90 million.

While others are smaller but influential. such as International Pow Wow 2015. the marathon five-day business meet-ing and networking session — produced by the u.s. travel Association — will bring together roughly 7,500 professionals and media from 70 countries that rep-resent the global travel trade. this marks the third time the destination has hosted the event since 2006.

Convention Bureau of the Yearvisit Orlando was recognized by conferencedirect as the organi-zation’s Convention Bureau of the Year. the award was pre-sented at the company’s Annual partner Meeting on March 29 at the Omni shoreham hotel in Washington, d.c. visit Orlando was chosen to receive the award based on feedback from confer-encedirect’s 325 associates. criteria for the award included how easy the organization is to work with, as well as the overall business relationship.

Did You Know?visit Orlando booked 897 events during 2011 with an estimated future spending figure of $1.7 billion.

meetinGS&ConVentionS

Brokered in 2011

SHOW YEAR ATTENDANCE SPENDING

Megacon 2012 40,000 $44,560,000

Women of faith 2012 15,000 $9,810,000

Ace hardware Annual fall convention 2013 17,000 $18,939,000

collaborative care conference 2013 10,000 $11,140,000

GlobalPetexpo 2014 11,000 $12,254,000

heli-eXpO 2015 16,800 $18,715,000

international pow Wow 2015 7,500 $8,355,000

hiMss 2020 32,000 $35,648,000

MegaCon 2011

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Meetings & Conventions

WEC 2011 Visits OrlandoWhen Meeting Professionals Interna-tional’s (MPI) WEC 2011 visited the Orange county convention center on July 23-26, the “meeting for meeting professionals” posted some healthy at-tendance figures. Approximately 2,500 attendees participated in the four-day conference.

Cleaning the World at WECnearly 60 WEC attendees spent several hours during the morning of saturday, July 23, volunteering at clean the World’s processing facility in downtown Orlando. participants sort-ed and cleaned soap bars for re-use and distribution. the Orlando-based clean the World collects discarded soap and shampoo products from hotels across the united states.

Influencing Third-Party Plannersduring the past two years, visit Orlando redoubled its efforts in working with intermediary and third-party meeting planning organizations like conferen-cedirect, experient and helms Briscoe. two additional sales professional were added to this area in 2011. to continue our momentum going with this influen-tial group, the team will continue to strengthen relationships and educate

Visit Orlando CEO Speaks at WEC 2011during WEC 2011’s opening General Session on July 24, Visitorlando Ceo and President Garysain spoke about Orlando as a diverse business destination. he also told the audience of meeting professionals about the new Amway center and the recent groundbreaking of the dr. phillips center for the performing Arts.

third-party professionals on what Orlando’s brand attributes are and how to best sell our destination to their clients.

inFluenCinGtHeC-suite

Campaign Targeted Decision MakersA campaign to influence senior-level executives on the value of meeting in Orlando ran from March through June. the program utilized digital, mobile and SmartBrief advertising. technology, medical, auto and manu-facturing were the targeted industry segments. A mobile landing page was launched for this effort during the second quarter. Microsoft tags were featured on print advertising that drove this audience to content about Orlando’s transformation, and the return on investment for meeting here.

reaCHinGPlannerS

Emphasizing Brand AttributesA year-long effort to reach meeting professionals launched in february. the campaign consisted of a 24-page magazine insert, a series of full-page print ads, value-add opportunities and search engine marketing.

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Meetings & Conventions

Did You Know?Orlando hotel-room occupancy increased 5.8 percent in 2011.

Looking into 2012: M&C Campaigns

Business InfluencerA $2 million campaign targeting senior-level executives — the “in-fluencers” — will run throughout 2012. the campaign will help to strengthen Orlando’s position as a compelling destination to con-duct face-to-face business. it will also assist in broadening the ap-peal of Orlando’s after-meeting opportunities, such as our award-winning culinary and entertain-ment options. Advertising, direct marketing, events, and search en-gine marketing will drive the effort.

Meeting ProfessionalA revitalized approach to connect-ing with meeting professionals launched in february and will run through december. A reimag-ined print piece serves as the platform that will drive planners to OrlandoMeeting.com. An “inspiration spotlight” extension provides member-partners with the ability to showcase their properties on the website via video or photos.

Meeting Makeoverduring the past few years, shrinking budgets, limited resources and in-dustry regulations pushed meeting professionals to do more with less. enter our Meeting Makeover contest, where planners were encouraged to enter for an opportunity to win up to

$50,000 to apply towards their next Orlando meeting. the contest ran from July 4–september 30, and was pro-moted at Mpi Wec 2011 and during AsAe 2011. coverage of the makeover contest was picked up by multiple publications, including Corporate & Incentive Travel, Association Conven-tions & Facilities and Connect.

Appearing In ...As part of a destination advertis-ing campaign, the destination insert ran in trade publications including Associations Now, Convene, Medical Meetings, Cor-porate Meetings & Incentives, Rejuvenate, Meetings & Conven-tions and Successful Meetings. While the print ads appeared in Corporate Incentive & Travel, Black Meetings & Tourism, MPI One+, Meetings South and Asso-ciations Now.

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pARtneRs, industRY & cOMMunitY

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Did You Know?Orlando’s tourism industry gener-ated a total of 355,725 indirect and induced jobs in 2010 — enough workers to fill the Amway center almost 19 times.

Leading Through Social Responsibilityvisit Orlando has a long history of advocating for corporate social responsibility (csR). We funda-mentally believe in it as an organi-zation and are actively involved with a number of charitable and volunteer groups. And our em-ployees are encouraged to give back to their communities.

in an effort to coordinate these activities across the enterprise, we initiated an internal csR team. the group meets monthly to dis-cuss csR partnerships, ideas and outreach to the community, as well as develop company-wide guidelines and procedures.

SHarinGalittle sunshine

Florida Governor rick Scott and VisitorlandoPresidentandCeoGarySainembarked on a two-day, multi-city tour in March to promote tourism and travel to the sunshine state, with a special focus on meeting planners. the Share a Little Sunshine Rally & Tour made its first appearance in Orlando on March 1 at a press confer-ence arranged by visit Orlando and visit florida. the event was held at the university of central florida’s Rosen college of hospitality Management. sain then accompanied the governor during client meetings with current and potential meeting groups in chicago and new York on March 2.

Why Travel Mattersthe 2011 National Travel & Tourism Week (nttW) was celebrated by

visit Orlando throughout the destina-tion on May 7-15, during a series of events and activities. established by congress as a joint resolution in 1983 and sponsored by the u.s. travel Asso-ciation, the week aims to encourage and promote the economic, cultural and social benefits of international and domestic travel.

NTTW Events• i-Drive5kCharityrun• CityoforlandonttwProclamation• ‘thankYou’Dayatorlando

international Airport• travelrallyDay• orangeCountynttwProclamation• Visitorlandonttwluncheon• CharacterDayatorlandointerna-

tional Airport• orangeCountyeconomicandJobs

summit• Cityoforlandoneighborhood

& community summit

Back to SchoolAs part of visit Orlando’s ongoing Hot Topics! Educational Sessions — a series of informative mini-conferences covering industry trends, issues and challenges — the partner Relations team developed a strong lineup of events for 2011. the two-hour sessions covered a wide range of topics this year, from the state of the economy and developing social media programs, to the multi-generational workforce and working with the travel trade. fittingly, all were held at the university of central florida’s Rosen college of hospitality Management.

Tapping the Networkhelping member partners tap the power of networking was our mission in 2011. A new monthly Business Referral Group was formed this year specifically for those companies inter-ested in corporate social responsibility (csR). these events — which includes another referral group that meets weekly — provide opportunities to build relationships and generate leads

pARtneRs, industRY & cOMMunitY

Tourism Makes Me Smileduring nttW, Orange county Mayor teresa Jacobs unveiled our new Orlando Travel & Tourism Makes Me Smile community cam-paign. the program highlights the positive economic impact of travel and tourism on the central florida region through print advertising and community relations efforts.

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Partners, Industry & CommunIty

from fellow organizations within the hospitality industry. We also held Visiting Ours Networking Mixers, an after-hours outing located at a differ-ent destination hotspot each month. Additionally, our monthly 101 Sessions focused on learning about and working with different departments within visit Orlando.

AWARd-winninGteam

Best of Showvisit Orlando won numerous industry awards related to its marketing, adver-tising and public relations programs during the year. Among the awards visit Orlando received in 2011:

Visit Florida Flagler Awards• marketingbudgetover$1million:

Best of show — visit Orlando• CreativityinPublicrelations:Henry

award for World Smile Search• resource/Promotional–trade:

henry award for plastics industry trade Association pitch

• radioadvertising:HenryawardforOrlando’s Magical Dining Month

• mixed-mediaCampaign:SilverawardfororlanDoÉSÓaleGria!

HSMAI Adrian Awards• top25mostextraordinarymindsin

hospitality sales and Marketing: danielle courtenay

• Digitalmarketing:PlatinumadrianAward for 67 Days of Smiles

• Publicrelations:PlatinumadrianAward for 67 Days of Smiles

• Digitalmarketing:Goldadrianawardfor 67 Days of Smiles

• SocialmediaPublicrelations:GoldAdrian Award for 67 Days of Smiles

• advertising:SilveradrianawardforOrlando Makes Me Smile

Smart Meetings• Visitorlando—Platinum Choice

Award

Virgin Holidays• Visitorlando—Destination Partner

of the Year

2011 MeMBeR pARtneRs – 1,132 total

accommodations–21%

attractions–17%

ConventionServices–16%

Dining–21%

retail–5%

transportation–4%

VisitorServices–16%

Aspiring to Be Green(est)through collaboration with the local chapter of the u.S. GreenBuilding council, area hotels, and attractions, visit Orlando has been integral in establishing Green Destination Orlando. the pilot program will set sustain -ability standards for destinations throughout the world, guiding them down the path to sustainability.

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Partners, Industry & CommunIty

Did You Know?tourism generated $7 billion in central florida taxes and fees in 2010.

Visitor Appealduring April, our Official visitor center on international drive went through renovations that reflected a more modern look. the space was opened up by relocating several walls, and new paint, tile and carpeting were installed. Additionally, updated information desks were constructed that pro-vide an inviting area for visitors to find information about all of Orlando’s vacation and entertain-ment options.

Helping Teens Discover Tourismvisit Orlando developed an umbrella program to provide career exploration and promote opportunities to the future workforce in the travel and hospitality industry. the 2011 Discover Tourism Days program is geared to teens that are interested in working in the central florida tourism and hospi-tality industry, and provides educa-tional counseling and career insights from travel experts. Activities include site visits to participating organizations such as theme parks and hotels, as well as workshops focused on career and educational exploration.

Discover Orlando Tourism Day Events• JumpattheSunYouthProgramwith

the Zora summer Arts camp (June)• universalFoundation’sboys&Girls

club Branch (July)• GrandavenuePrimarySchool

partnership in education (August)

• nationalacademyFoundation’sAnnual high school conference and tradeshow with the university of central florida Rosen college of hospitality Management (november & december)

• tourismJobShadowDaywiththeuniversity of central florida Rosen college of hospitality Management (september)

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Corporate

2011ViSitorlanDobuDGet

Total Revenue & Resources

tourist development tax ........................... $30,500,000 .......59%revenueGeneratedbyVisitorlando ..........21,134,000 .......42% entrepreneurial programs ....................... 12,661,000 .......26% dues .................................................................... 2,729,000 ..........5% fair share ...........................................................3,657,000 .......... 7% Other ........................................................................237,000 ........... 1% savings carryover from previous Year ..................................................1,850,000 ..........4%Total Revenue & Resources .............................$51,634,000

Total Expenses

leisure Marketing/tourism ......................$32,481,000 ............64%convention sales & services ....................10,500,000 ............20%Administration/Reserves/capital ............. 4,076,000 ...............8%public Relations/Research ............................3,438,000 ............... 7%Member-partner services ...............................1,139,000 ...............2%Total Expenses ...................................................$51,634,000

23

CorporateTop Non-Florida Domestic Leisure Origins

new York, nY .......................................... 12.8%atlanta,Ga ................................................6.0%philadelphia, pA .......................................4.1%Boston, MA (Manchester, nh).........3.7%chicago, il .................................................3.5%dallas-fort Worth, tX ..........................2.9%charlotte, nc ...........................................2.2%Birmingham (Anniston and tuscaloosa), Al.................................... 2.1%detroit, Mi ................................................... 2.1%st. louis, MO .............................................2.0%

Source: D.K. Shifflet & Associates

Top International Origin Markets

1. canada 2. united Kingdom 3. Brazil 4. Mexico 5. colombia6. Germany 7. venezuela 8. Bahamas 9. dominican Republic 10. Argentina 11. scandinavia

Source: OTTI & ADI

Top Florida Origin Markets

1. Orlando-daytona Beach- Melbourne, fl 2. tampa-st. petersburg (sarasota), fl 3. Miami-ft. lauderdale, fl 4. West palm Beach-ft. pierce, fl 5. Jacksonville, fl 6. ft. Myers-naples, fl7. Gainesville,Fl8. tallahassee,Fl-thomasville,Ga 9. Mobile, Al-pensacola (ft. Walton Beach), fl 10. panama city, fl

Source: D. K. Shifflet & Associates

visitOR pROfiles

Non-Florida Domestic LeisureAvg. length of stay = 5.5 nightsAvg. party size = 2.9 personsAvg. expenditure per visitor, per trip = $1,044*

*Includes transportation cost to and within Orlando

International VisitorAvg. length of stay = 9.0 nightsAvg. party size = 2.3 personsAvg. expenditure per visitor, per trip = $997*

*Does not include international airfare, but may include transportation costs within the destination and the United States

Domestic Group MeetingAvg. length of stay = 3.4 nightsAvg. party size = 1.4 personsAvg. expenditure per visitor, per trip = $988*

*Includes transportation cost to and within Orlando

0

10

20

30

40

50

60

2011p201020092008200720062005

50.5

3.854.3

47.8

3.751.5

43.3

3.346.6

45.5

3.448.9

45.9

2.848.7

45.1

2.747.8

46.6

2.749.3

Source: D.K. Shifflet & Associates, Tourism Economics, U.S. Department of Commerce and Office of Travel and Tourism Industries

n internationaln domestic

ORlAndO visitAtiOn

24

CorporatetHanKinGourCorPorateambaSSaDorSFor2011

visit Orlando’s corporate Ambassador program reaches out to businesses that are interested in marketing to our local partners. to find out more about the benefits of becoming a corporate Ambassador, contact our partner Relations and development department at 407-354-5568, or partnerrelations@visitorlando.com.

25

Corporate

26

board of directors & executive teamExecutive Committee

ChairPaul Tang

Vice President & Managing Director

Hyatt Regency Grand Cypress

Chair ElectPaul S. Mears, III

PresidentMears Transportation

Group

Past ChairGeorge A. Aguel

Senior Vice President of Worldwide Sales

and ServicesWalt Disney Company

Non-Voting MemberGary C. Sain

President & CEOVisit Orlando

Elected Directors

David BartekRegional Director of

Operations Loews Royal Pacific

Resort at Universal Resort

Greg J. HauensteinGeneral Manager/

Area Managing DirectorBuena Vista Palace

Hotel & Spa

John MartinPresident

The Capital Grille Darden

Doug RidgeGeneral Manager

Orlando World Center Marriott Resort &

Convention Center

Daniel B. BrownChief Operating Officer

SeaWorld Brands

Alex MartinsPresident

Orlando Magic

Barbara BowdenGeneral Manager

The Peabody Orlando

SecretaryPeter Kacheris

Managing DirectorWaldorf Astoria Orlando

and Hilton Orlando Bonnet Creek

Leslie A. MenichiniVice President of Sales & Marketing

Rosen Hotels & Resorts

Steve ContosArea Vice President

— Americas Southern Region

Marriott International Inc.

TreasurerWilliam A. DavisPresident & Chief Operating Officer

Universal Orlando Resort

Susan GodorovVice President, Marketing

General ManagerPointe Orlando

Yolanda LondoñoVice President, Global Social ResponsibilityTupperware Brands

Corporation

John A. MarzanoVice President, Chief

Communications Officer Orlando Health

At-Large Directors

Donald EngferSenior Vice President

Tishman Hotel Corporation

William T. Dymond, Jr.President, CEO & Managing Partner

Lowndes, Drosdick, Doster, Kantor & Reed, P.A. Attorneys at Law

Steven JamiesonGeneral Manager

The Mall at Millenia

Craig SwygertPresident —

General ManagerClear Channel Outdoor -

Orlando Division

Ex-OfficioCarolyn Fennell

Director of Public Affairs Greater Orlando

Aviation Authority

27

board of directors & executive team

Visit Orlando Executive Management Team

Peter CranisVice President of  Global Consumer

Marketing

Jay SantosVice President of 

Global Travel IndustrySales & Marketing

Gary C. SainPresident & CEO

Misty JohantgenSenior Vice President of 

Partner Relations  & Development

Deborah HenrichsVice President of  Interactive/Print

Support Services

Karen SotoAssociate Vice 

President of  Human Resources

Laurence BarronChief Digital Officer/

Chief Technology Officer

Susan LomaxVice President ofGlobal Publicity

Larry HenrichsChief Operating Officer/

Chief Financial Officer

Sheryl TaylorAssociate Vice 

President of Partner  Development

Danielle Courtenay, APRChief Marketing Officer

Tammi RunzlerSenior Vice 

President of  Convention Sales 

and Services

2011 Outgoing Board of Directors

Marty RubinSmart City

Telecom

Patrick AliuPSA Constructors, Inc.

Ann SontagOrlando Business

Journal

Olga CalvetRix Lounge

Kevin HealyAirTran Airways

Margot KnightUnited Arts of

Central Florida

Alan VillaverdeThe Peabody

Orlando

Ex-Officio Directors

Kathie CanningOCCC Designate

Deputy General ManagerOrange County

Convention Center

Richard MaladeckiPresident

Central Florida  Hotel & Lodging 

Association

Graciela Noriega JacobyChief of Staff

Orange County  Government

(Represents Mayor Teresa Jacobs)

Brooke R. BonnettDirector

Economic Development Department

(Represents Mayor Buddy Dyer)

Rick WeddlePresident & CEO

Metro Orlando Economic Development Commission

Dr. Daniel HolsenbeckVice President, 

University RelationsUniversity of 

Central Florida

County-Appointed Ex-Officio

Craig MateerPresidentBags, Inc.

6700ForumDrive,Suite100•orlando,Fl32821-8017•407-363-5800•Visitorlando.com

CVB-4127

OuR MissiOnthe mission of visit Orlando, as the industry’s leader, is to brand, market and sell the area as the premier leisure, convention and business destination for the continual economic benefit of the community.