Visit Orlando is taking a breather from its thrills and spills with a new campaign: ‘The Moments in Between’. Chief sales officer Lisa Messina understands that, beyond the rollercoasters and meet-and-greets, the true magic of the destination comes from the memories made in between
“When people take a trip to Orlando, there is so much to enjoy, whether it is the theme parks, our authentic neighbourhoods, some of the other attractions outside of the ‘Big Three’, or our Michelin-rated restaurants.
“But really, the connectivity that brings people back to Orlando is the moments they have with their family while travelling... the moments in between are those special moments you share when you’re waiting in line for a ride or exploring outside of the theme park bubble... that is what ‘The Moments in Between’ are about.”
Those 'moments' won’t just occupy TV ads and media campaigns: Lisa believes, “Our travel agent community help us tell that story: they know what else is out there, and they know that those opportunities are a great way to spend your time.”
The new messaging will carry over onto the Orlando Travel Academy, which Lisa hopes “helps agents understand all the additional things you can do outside of theme parks... most families are looking for that balance.”
Beyond the campaign's cross-platform activations, the messaging represents an important aspect of the destination's resilience in the face of US visitation concerns. "It is all about the memories that are being built: that is why Orlando seems to be more resilient when things are happening in the world... it is that family-friendly destination that is unlike any other in the US, let alone the world."
More moments to celebrate await in 2026: the Magic Kingdom is set to celebrate its 55th anniversary, and on the back of Epic Universe opening at Universal Orlando Resort, Lisa promised that "Disney doesn't love to be second to anything... they want a compelling reason for you to pick Disney."
The tourism marketing organisation is also expected to "dive into" the FIFA World Cup, "whether fans make Orladno their hub and hop on the Brightline down to Miami or take the short flight to Atlanta... that is a big part of the buzz that is going to occupy about four weeks next year."
Lisa Messina spoke to Travel Bulletin at World Travel Market, which took place in London from November 4th to 6th, 2025.
