Corporate History

Description:
Visit Orlando, dba Orlando/Orange County Convention & Visitors Bureau, Inc. is the only officially recognized sales and marketing organization for the Orlando and Orange County area. The organization is dedicated to promoting the area as the world’s greatest vacation and convention/meeting destination and provides unbiased information to travelers on all aspects of the destination.

Mission:
The mission of the Visit Orlando, as the industry’s leader, is to brand, market and sell the area globally as the premier leisure, convention and business destination for the continual economic benefit of the community.

Established:
July 1984 as a private, not-for-profit 501(c)(6) corporation 

History:

With a membership base of 94, the Visit Orlando began formal operation in July 1984. Discussions about opening an independent organization to promote the community began as early as 1976 when the Orlando Tourist Trade Association (OTTA) was founded. The first undertaking of the OTTA was to generate legislative support for funds to build the Orange County Convention Center. Those efforts were successful, and in 1983, Phase I of the Center was completed. At the same time, the Greater Orlando Chamber of Commerce (now the Orlando Regional Chamber of Commerce) established a “no name committee” to determine the best way to promote the community. After almost a year of study, the committee concluded that the most effective structure was that of a private, not-for-profit corporation to be the sales and marketing arm for the area’s tourism and convention market. In 2010, the companies name was changed to Visit Orlando to reflect the company’s focus of driving overnight visitation to the destination.

Funding:
Visit Orlando is funded through a contract that allows the receipt of a portion of the tourist development tax levied on hotel rooms, membership dues and entrepreneurial activities. As one of the most entrepreneurial destination marketing organizations in the United States, Visit Orlando also derives a significant portion of its funding from entrepreneurial activities like publishing, membership, destination meeting services, ticket sales and cooperative marketing campaigns.

Leadership:
President, Executive Management Team and 32-member Board of Directors, more than 120 members that serve on committees including Marketing, Research, Convention Sales, Public Relations, International Marketing and Membership.

Accountability:
Financial oversight is a function of the Board of Directors which is comprised of a cross-section of business executives representing the trade association’s membership as well as representation from Orange County and the City of Orlando. 
 
The Board approves a detailed marketing plan and budget consisting of 44 separate departmental statements. Quarterly, the CFO presents to the Board detailed financial statements. Each year, a financial audit is performed by an independent, certified public accounting firm and is delivered directly to the Board of Directors. Visit Orlando has an Audit Committee consisting of the past chairman, the treasurer and two other board members to closely monitor financial controls and reporting. Annual sales and marketing plans are reviewed by each of the committees and are presented to the full membership in August each year. All statistics and measurement of programs are conducted by third-party, independent contractors.

Members:           
1,200 members representing all sectors of the industry:
Accommodations       21%
Attractions                    17%
Convention Services  16%
Dining                            21%
Retail                              5%
Transportation               4%
Visitor Services           16%