What are the meeting and trade show trends in Orlando, Florida? At IMEX in Las Vegas, we sat down with Visit Orlando CEO Casandra Matej, who shared some insights into the city’s growth and continued dominance as a premier event and meeting destination in North America, according to the rankings of Cvent.
She emphasized that Orlando hospitality is about more than just hosting events: it’s about creating lasting impressions. Whether it’s upscale venues, a vibrant culinary scene, or engaging local attractions, Orlando offers a rich tapestry of experiences waiting to be discovered by event attendees.
Here are seven takeaways from our conversation. Watch or listen to the full interview here.
1. Growth in attendance in the MICE sector
Matej shared that the MICE (Meetings, Incentives, Conferences and Exhibitions) sector in Orlando is experiencing record growth, with attendance figures up 11% year-over-year and 34% overall compared to 2019 This resurgence highlights the city. as a beneficial choice for organizers wanting successful events, she said.
2. Major developments on the horizon
One of the important updates is the expansion of the Orange County Convention Center (OCCC). This expansion is expected to add 16,000 square feet of meeting space and 80,000 square feet. ballroom, but the project is still in the design phase. This project, expected to be completed by 2028, demonstrates Orlando’s commitment to hosting larger conferences and providing top-notch facilities for meeting professionals, Matej said.
To complement this expansion, Orlando theme park partners, including Disney and Universal, have announced significant investments and developments. Universal is set to open its third major theme park, Epic Universe, in May 2025. These new attractions offer exciting off-site locations that can add a “wow” factor to events in the city.
3. Economic impact
“We are very proud that the convention center underwent an economic impact study, and citywide conventions are big business for our community,” Matej said. “This facility (OCCC) alone generates an economic impact of nearly $4 billion on our community each year.” Read other highlights from PFM Group Consulting’s (PFM) recent study here.
4. Personalize the Orlando experience
With the rise of individual expectations for unique experiences and the imminent impact of AI, Visit Orlando is positioning itself as a strategic partner for event organizers. From creating personalized attendee experiences to leveraging social media and creating tailored messages, OGD adapts to the changing demands of modern events. “We know that even though it is a congress of 30,000 people, more and more participants expect a personalized individual experience, and so this is also a challenge for us,” Matej said.
5. Appeal to gourmets
Orlando’s recognition as Michelin Guide The destination further enhances its appeal by offering event attendees a range of exquisite culinary experiences that cater to various tastes and preferences. Matej encouraged leveraging Orlando’s culinary scene to create memorable experiences for attendees. The city currently offers seven restaurants who have received the distinction of 1 Michelin star.
6. Untapped potential
Even though Visit Orlando continues to offer a plethora of resources to enhance events, there is still untapped potential in collaboration with event organizers, Matej told us. By engaging with the Visit Orlando team well in advance, organizers can capitalize on unique resources and local knowledge to create exceptional events.
7. Orlando tops the list
Orlando was recognized as the #1 meeting and convention destination in North America for the 7th consecutive year, according to Cvent’s Best Destinations and Meeting Hotels Around the World for 2024. Matej emphasized the importance of continuous development and innovation to maintain this leading position.
