Orlando tourism climbs as tariffs and travel shifts test industry
Writer: Pablo Marquez
August 2025 — Orlando’s tourism industry is showing signs of a steady recovery.
According to Visit Orlando, around 75 million people visited the city last year, a 1.8% increase over the previous year, though still slightly below the 76 million visitors recorded in 2019.
Officials noted that the majority of travelers are coming for vacation and leisure, with only about 10% visiting for business. This year, visitor numbers could rise further with the launch of new attractions like Epic Universe, although the potential impact of international tariffs remains unclear. In 2024, international travel to Orlando grew by nearly 6%. Despite some lingering uncertainty, Visit Orlando remains optimistic, pointing to increased hotel and short-term rental bookings for the spring and early summer seasons.
“We have forecasted that we’re going to see great demand whether it’s for our hotels, our attractions, and it is because the businesses and the travel and tourism sector, they’re either investing in themselves or opening up new theme parks,” said Casandra Matej, CEO of Visit Orlando, during the organization’s Travel and Tourism Event.
Orlando remained the most visited destination in the United States in 2024, ranking among the top global cities for international tourism. The city earned major honors, including being named the No. 1 Summer Travel Destination by WalletHub and winning Good Housekeeping’s Best Family Travel Award. Tourism generated nearly $93 billion in economic impact, supporting 30% of local jobs and contributing $5.6 billion in local and state tax revenue.
While known as the Theme Park Capital of the World, Orlando is also gaining recognition as a growing center for business travel and convention. Some of Orlando’s most popular attractions drawing the highest number of visitors include Universal Orlando Resort, Walt Disney World Resort, SeaWorld Orlando, and Disney’s Typhoon Lagoon Water Park.
According to Visit Orlando, the city’s growth in tourism was fueled by an increase in both day trips and overnight stays outside traditional hotels. International tourism saw even stronger growth, up 5.9% from 2023, totaling 6.5 million visitors. Canada led international markets with a record 1.29 million visitors, a 2.7% increase and its second consecutive record year. The U.K., Brazil, Mexico, and Colombia completed the top five international markets. Notably, travel from Canada, Mexico, and Colombia exceeded pre-pandemic levels, while U.K. visits showed a steady 3.5% rise, and Brazil remained stable with a slight 0.2% increase. The number of international tourists visiting Orlando now exceeds that of domestic tourists, but overall figures still remain below pre-pandemic levels.
“The people who live in Orlando will benefit the most. The people who work here will benefit because of the countless hundreds of thousands of jobs that are represented within this industry. It creates an opportunity for them to work and grow within their work,” added Jerry Demings, Mayor of Orange County.
While Orlando saw strong tourism numbers in 2024, that momentum hasn’t fully carried into 2025. Early data shows an 8% decline in international travel this year, with the steepest drop coming from Canada. Theme parks like Disney and Universal continue to draw large domestic crowds, helping to sustain local tourism. However, the decline in international visitors, who tend to spend more, represents a notable setback for Orlando’s $92.5 billion tourism economy. With over 30% of local jobs dependent on this industry, the dip presents a serious challenge for the region.
Additionally, President Donald Trump’s announcement of new tariffs earlier this year has raised concerns about their potential economic impact, particularly on the tourism industry.
According to a February report from the U.S. Travel Association, tariffs on Canada could discourage Canadian travelers from visiting the United States. The report estimates that a 10% drop in Canadian tourism could result in 2 million fewer visits, $2.1 billion in lost spending, and the loss of 14,000 jobs.
READ MORE: Trump Bill funds air travel overhaul, cuts tourism budget
For more information, please visit:
https://www.universalorlando.com/
