{"id":25200,"date":"2024-11-07T15:05:39","date_gmt":"2024-11-07T15:05:39","guid":{"rendered":"https:\/\/www.ucf.edu\/pegasus\/?p=25200&post_type=story"},"modified":"2025-04-18T01:37:07","modified_gmt":"2025-04-18T01:37:07","slug":"more-than-a-visit","status":"publish","type":"story","link":"https:\/\/www.ucf.edu\/pegasus\/more-than-a-visit\/","title":{"rendered":"More Than a Visit"},"content":{"rendered":"

Theme parks are the heavyweights of Orlando, but the city\u2019s 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\u2019s travel and tourism industries created a $92.5 billion economic impact<\/a>, according to Visit Orlando, the city\u2019s official tourism association.<\/p>\n

\u201cOur role is to say, \u2018You may be here for a theme park, but look at these fabulous restaurants outside the parks you can experience. Why don\u2019t you extend your stay another day, visit Winter Park and Park Avenue, and [go] shopping?\u2019 \u201d says Kristin Rothbauer-Westover \u201905<\/strong>, Visit Orlando\u2019s director of community relations and external affairs.<\/p>\n

Rothbauer-Westover joined Visit Orlando in 2012, working with local organizations to raise awareness on the importance of Orlando\u2019s tourism industry<\/a> and its diverse offerings. Her journey to her current role began at UCF, where the advertising\/public relations<\/a> alum developed an understanding of media relations and how community partnerships<\/a> can impact a region\u2019s growth. Here\u2019s how she and Visit Orlando make a difference in Central Florida.<\/p>\n

A Collective Impact<\/h2>\n

For Rothbauer-Westover, what makes Orlando special<\/a> is how competitors come together to collectively create and bring awareness to the region\u2019s variety of leisure and hospitality offerings. Last year, tourism spending saved each household in Orange County $10,200 in taxes, according to Visit Orlando.<\/p>\n

\u201cWhere else would you have a table where you can sit competing theme parks, [hotels and restaurants] next to each other [and] they\u2019re willing to come [together] for the community\u2019s benefit as a whole?\u201d she says. \u201cThe community here really looks at the bigger picture and \u2026 the positive impact it can make if we all … work together.\u201d<\/p>\n

Community-Focused Efforts<\/h2>\n

Visit Orlando. Its initiatives are driven by research, allowing the organization to advocate effectively for the tourism industry. In Rothbauer-Westover\u2019s role, she focuses on fostering relationships with local stakeholders and involving them in their efforts.<\/p>\n

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.<\/p>\n

\u201cMy goal is to be a valuable resource and connector, fostering collaboration wherever possible,\u201d she says. \u201cBy working together, we can find solutions that benefit everyone, ensuring all feel equally invested in Orlando\u2019s success.\u201d<\/p>\n

\"Kristin<\/p>\n

A Magical Cause<\/h2>\n

One example of these initiatives is Visit Orlando\u2019s 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.<\/p>\n

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.<\/p>\n

\u201cI\u2019m honored that I\u2019ve been able to be a part of that initiative and especially the charity component, getting to hear the stories, \u2026 seeing how our dollars are making [an] impact and then sharing those stories,\u201d she says.<\/p>\n

For Meetings and More<\/h2>\n

Orlando is one of the country\u2019s top locations for hosting meetings and other corporate events, with Orange County Convention Center (OCCC) contributing $4 billion to Florida\u2019s 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.<\/p>\n

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.<\/p>\n

\u201cThey\u2019re coming here for that convention and we help them see all the different opportunities [in Orlando so] hopefully they extend their stay when they\u2019re here on business,\u201d Rothbauer-Westover says. \u201cMaybe they bring their family with them or they stay a few extra days and experience all that Orlando has to offer.\u201d<\/p>\n

Fortifying the Future<\/h2>\n

The region\u2019s tourism industry supported 464,000 jobs last year, according to Visit Orlando.<\/p>\n

To inspire students to pursue careers in the industry and maintain one of Central Florida\u2019s largest workforce sectors, Visit Orlando partners with Orange County Public Schools, Valencia College and the UCF Rosen College of Hospitality Management<\/a>.<\/p>\n

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.<\/p>\n

\u201cIt provides students with valuable exposure to the industry and strengthens their connection with potential employers,\u201d she says. \u201cFor 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\u2019s tourism industry.\u201d<\/p>\n","protected":false},"featured_media":25315,"template":"","categories":[999],"tags":[287,297,1452],"class_list":["post-25200","story","type-story","status-publish","has-post-thumbnail","hentry","category-alumknights","tag-college-of-sciences","tag-rosen-college-of-hospitality-management","tag-ucf-alumni","issues-fall-2024"],"yoast_head":"\nOrlando Tourism: Beyond Theme Parks with Visit Orlando<\/title>\n<meta name=\"description\" content=\"How Visit Orlando drives $92.5B in tourism impact through diverse attractions, Magical Dining programs, and conventions that benefit the entire community.\" \/>\n<meta name=\"robots\" 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