Area hotel occupancy is down 2.8 percent so far in 2006, while the other top 25 markets for Smith Travel Research saw a 1.8 percent total increase. With around 50 million annual visitors contributing an estimated $28 billion in yearly spending, the home of Walt Disney World and other huge theme parks is the top tourist spot in a huge tourism state.
But so far this year room demand is down almost 4 percent, Orlando Convention and Visitors Bureau president Bill Peeper told a gathering of hotel representatives.
“The aspiration to come to Orlando is not as strong as it has been in the past,” Peeper said. “It does not appear to be a crisis situation, but we need to begin to figure out how we re-energize Orlando’s brand.”
Part of the problem is that tourists don’t perceive the city as particularly relaxing, a quality more are seeking out of vacations, Peeper said.
The area also spends tens of millions less on advertising than places like Las Vegas, which along with New York, Mexico and the Caribbean are among the top competitors.
There is some good news for Orlando on that front. Offi-cials last week approved a penny increase in hotel taxes, allowing local tourism promoters a $30 million ad budget.
The Nassau Guardian
