Visit Orlando’s 2023 PR Air Service Triumph

In 2023, the team at Visit Orlando faced a significant challenge: how to sustain the region’s record-breaking tourism numbers in an increasingly competitive global market. Their primary objective became clear, expanding direct air service to Orlando International Airport (MCO) and Orlando Sanford International Airport (SFB). This wasn’t a simple task of adding flights. It demanded a sophisticated tourism PR strategy that could influence airlines, engage stakeholders, and in the end fill those new seats. Could a targeted public relations campaign truly translate into more planes on the tarmac and more visitors in the theme parks?

The problem wasn’t a lack of attractions. Orlando remained a top global destination. The issue was connectivity. According to a 2024 report by the World Travel & Tourism Council (WTTC), direct air access is a primary driver of international tourism growth, directly correlating with increased visitor spending and job creation. Visit Orlando understood that without sufficient direct flights from key international and domestic markets, their growth trajectory would inevitably flatten. They needed to make a compelling case to airlines that Orlando wasn’t just a leisure destination, but a strong economic hub with diverse visitor segments, including conventions, sports tourism, and a growing business sector.

Their initial strategy involved presenting raw data: passenger numbers, hotel occupancy rates, and average visitor spend. While important, this approach often fell flat with airline executives who were bombarded with similar statistics from cities worldwide. “Data tells you what happened,” explained a senior PR consultant I spoke with recently, “but it rarely tells you why it matters to a specific airline’s bottom line. You need to weave a narrative around that data, making it irresistible.” This insight became central to Visit Orlando’s pivot. They realized they weren’t just selling a destination to tourists. They were selling a viable, profitable route to airline network planners. That meant shifting their PR focus from broad consumer awareness to highly targeted business-to-business communications, alongside traditional consumer outreach.

The campaign kicked off in early 2024 with an intensive research phase. Visit Orlando collaborated with aviation consultants to identify specific markets with high potential for direct service. This involved analyzing existing flight patterns, passenger leakage (travelers connecting through other hubs), and demographic data of origin cities. For instance, they pinpointed several underserved European cities where a significant percentage of residents already traveled to Florida, but typically via a layover in Atlanta or New York. The task was to convince airlines that direct flights from these specific locations would capture that leakage and generate new demand. This wasn’t about guessing. It was about precision.

Once target markets were identified, the PR team developed customized proposals for individual airlines. Each proposal wasn’t a generic brochure. It was a bespoke argument. It detailed projected passenger volumes, potential cargo opportunities (a often overlooked revenue stream for airlines), and even local marketing support Visit Orlando could provide. “We needed to show them we weren’t just asking for a flight. We were offering a partnership,” a Visit Orlando representative shared in a recent industry webinar. This included commitments to invest in joint marketing campaigns in the origin cities, promoting the new direct routes directly to potential travelers. For example, when targeting a specific airline for a route from Dublin, the proposal highlighted Orlando’s strong appeal to Irish families and convention-goers, backed by data on past visitor origins and spending habits. It also included a detailed plan for how Visit Orlando would market the new flight through local media in Ireland, ensuring immediate passenger uptake.

Simultaneously, the public relations team began a strategic media outreach program. This wasn’t about mass press releases. They focused on aviation trade publications, business journals, and key travel industry influencers. The goal was to position Orlando as an attractive, low-risk, high-reward destination for new air service. They highlighted recent infrastructure improvements at MCO, such as the new Terminal C which opened in 2022, showing the airport’s capacity for growth. They also emphasized the region’s consistent tourism numbers, which had bounced back strongly post-pandemic, demonstrating resilience and sustained demand. This proactive storytelling created a favorable environment for their airline pitches, making the concept of new Orlando routes feel like a smart, timely investment.

One particular success story emerged from their efforts to secure additional service from Brazil. Brazilian tourists represent a significant and valuable segment for Orlando, known for longer stays and higher spending. The challenge was increasing direct capacity. Visit Orlando’s PR team, in conjunction with their market development specialists, compiled a complete report on the economic impact of Brazilian tourism on Central Florida, including job creation and tax revenue. This report wasn’t just shared with airlines. It was strategically placed with key Brazilian business media and government officials. They organized a series of virtual roundtables and in-person meetings in São Paulo, bringing together airline executives, tour operators, and local government representatives. The message was clear: investing in more direct flights to Orlando meant investing in a mutually beneficial economic relationship.

The results started to manifest in late 2024 and accelerated into 2025. Several major airlines announced new or expanded direct routes to MCO and SFB. For example, a prominent European carrier added a second daily flight from London Heathrow (LHR), citing “unprecedented demand” and “strong partnership support from Visit Orlando” in their official press release. A Latin American airline launched direct service from Bogotá, a route previously underserved despite high visitor numbers. These announcements were a direct consequence of the sustained, data-driven PR campaign. Each new route represented not just a flight, but hundreds of thousands of new potential visitors annually, translating into billions of dollars in economic impact for the region.

The campaign also highlighted the region’s evolving appeal beyond its world-famous theme parks. Through targeted media relations, Visit Orlando showcased its growing culinary scene, lively arts and culture districts, and diverse outdoor recreational opportunities. This broader narrative helped attract airlines looking to appeal to a wider demographic of travelers, including those interested in experiential tourism. It wasn’t about replacing the core attractions, but enriching the overall perception of Orlando as a multifaceted destination. This subtle shift in destination marketing proved important in differentiating Orlando from other competitive markets.

Measuring the true impact of such a campaign goes beyond media mentions. Visit Orlando tracked specific metrics: the number of new routes secured, the increase in available seat miles (ASMs), and in the end, the growth in international and domestic visitor arrivals. According to preliminary data released by the Greater Orlando Aviation Authority (GOAA) in early 2026, MCO saw a 7% increase in international passenger traffic year-over-year, directly attributable to new route expansions. This concrete data provided irrefutable evidence of the PR campaign’s success. It wasn’t just about getting the word out. It was about moving the needle on actual travel figures.

The ongoing challenge for destination marketing organizations like Visit Orlando is maintaining this momentum. Airline networks are dynamic, constantly adjusting to fuel prices, geopolitical events, and shifting passenger preferences. A successful air service growth campaign isn’t a one-off event. It’s a continuous process of relationship building, data analysis, and proactive communication. The initial success in 2024-2025 has set a new benchmark for how strategic public relations can directly contribute to economic development and tourism growth. It underscored the fact that in the competitive world of global travel, you can’t just expect airlines to come to you. You have to actively make the case, backed by compelling data and a clear vision for mutual success.

For any destination looking to expand its air service, the key lesson from Orlando’s experience is clear: your PR strategy must be as sophisticated as your business development efforts. It means understanding airline economics, crafting highly specific value propositions, and engaging with media and stakeholders not just as marketers, but as strategic partners. The future of tourism growth, particularly in major international hubs, will increasingly depend on these kinds of integrated, proactive public relations campaigns that bridge the gap between destination appeal and airline network planning.