More Than a Visit

Theme parks are the heavyweights of Orlando, but the city’s vacation options go beyond this colossus and provide more than just entertainment for visitors. In 2023, over 74 million people visited Orlando, and Central Florida’s travel and tourism industries created a $92.5 billion economic impact, according to Visit Orlando, the city’s official tourism association.

“Our role is to say, ‘You may be here for a theme park, but look at these fabulous restaurants outside the parks you can experience. Why don’t you extend your stay another day, visit Winter Park and Park Avenue, and [go] shopping?’ ” says Kristin Rothbauer-Westover ’05, Visit Orlando’s director of community relations and external affairs.

Rothbauer-Westover joined Visit Orlando in 2012, working with local organizations to raise awareness on the importance of Orlando’s tourism industry and its diverse offerings. Her journey to her current role began at UCF, where the advertising/public relations alum developed an understanding of media relations and how community partnerships can impact a region’s growth. Here’s how she and Visit Orlando make a difference in Central Florida.

A Collective Impact

For Rothbauer-Westover, what makes Orlando special is how competitors come together to collectively create and bring awareness to the region’s variety of leisure and hospitality offerings. Last year, tourism spending saved each household in Orange County $10,200 in taxes, according to Visit Orlando.

“Where else would you have a table where you can sit competing theme parks, [hotels and restaurants] next to each other [and] they’re willing to come [together] for the community’s benefit as a whole?” she says. “The community here really looks at the bigger picture and … the positive impact it can make if we all … work together.”

Community-focused Efforts

Visit Orlando. Its initiatives are driven by research, allowing the organization to advocate effectively for the tourism industry. In Rothbauer-Westover’s role, she focuses on fostering relationships with local stakeholders and involving them in their efforts.

Rothbauer-Westover says this is done through a foundation of trust, open communication and a shared vision. Another important aspect is consistency, which happens through regular engagement and following through on discussed plans.

“My goal is to be a valuable resource and connector, fostering collaboration wherever possible,” she says. “By working together, we can find solutions that benefit everyone, ensuring all feel equally invested in Orlando’s success.”

A Magical Cause

One example of these initiatives is Visit Orlando’s Magical Dining program, a six-week event in August and September, featuring over 150 restaurants. Participating venues offer three-course, fixed-price dinner menus, with each meal supporting select charities, such as The Mustard Seed of Central Florida, a furniture and clothing donation nonprofit.

The inspiration for the event came 19 years ago as Visit Orlando was looking to help the restaurant industry during a traditionally slower period for local eateries. The philanthropic element was developed in 2009 and has since raised $2.5 million for local organizations.

“I’m honored that I’ve been able to be a part of that initiative and especially the charity component, getting to hear the stories, … seeing how our dollars are making [an] impact and then sharing those stories,” she says.

For Meetings and More

Orlando is one of the country’s top locations for hosting meetings and other corporate events, with Orange County Convention Center (OCCC) contributing $4 billion to Florida’s economy annually. These dollars were brought in through 187 events with more than 1.5 million attendees in 2023, a new record, according to OCCC.

Visit Orlando works collaboratively with OCCC to book major events, which also draw visitors to nearby hotels, restaurants and attractions. These city-wide events also utilize other amenities and features of the city, such as local print shops that create programs for them.

“They’re coming here for that convention and we help them see all the different opportunities [in Orlando so] hopefully they extend their stay when they’re here on business,” Rothbauer-Westover says. “Maybe they bring their family with them or they stay a few extra days and experience all that Orlando has to offer.”

Fortifying the Future

The region’s tourism industry supported 464,000 jobs last year, according to Visit Orlando.

To inspire students to pursue careers in the industry and maintain one of Central Florida’s largest workforce sectors, Visit Orlando partners with Orange County Public Schools, Valencia College and the UCF Rosen College of Hospitality Management.

Through outreach efforts, Visit Orlando also showcases direct and indirect job opportunities in tourism, from lawyers working in public relations to engineers helping build roller coasters. These include internship opportunities and guest lectures at Rosen College.

“It provides students with valuable exposure to the industry and strengthens their connection with potential employers,” she says. “For Visit Orlando, it ensures that we are nurturing a pipeline of talented and well-prepared future professionals who can contribute to the growth and success of Central Florida’s tourism industry.”