Orlando’s tourism sector is being reshaped by the city’s vibrant Hispanic community, both as guests and as contributors behind the scenes. According to Danielle Hollander, chief marketing officer for Visit Orlando, Hispanic travelers account for 20% of the domestic market—well above the national average.
Domestic and International Hispanic Visitors
“When we talk about our domestic market and travel to Orlando, 20% of our travelers are Hispanic, which is significant. That’s higher than the national average,” Hollander said.
Internationally, Latin America remains a major source of visitors. Each year, nearly half a million tourists arrive from Mexico and about 360,000 come from Colombia, with both markets showing steady growth.
“Almost a half a million visitors from Mexico, and it’s been growing. Colombia, as well, has been growing. It’s 360,000 visitors from Colombia alone,” Hollander added.
Cultural Appeal Drives Visits
Hollander attributes Orlando’s appeal to its welcoming culture and diverse culinary scene, which resonate strongly with Hispanic guests.
“They find a culture here. They feel very welcome. They find food here that they are used to and want to try. Food experiences are very big in gastronomy to this market,” she explained.
Local Employees Highlight Heritage
Chef Jerry Gonzalez, a Walt Disney World employee, says his Mexican heritage shapes his cooking, emphasizing family and love in every dish.
“All the time. I cannot deny where I come from. I’m from Mexico. So part of all of my cuisine is dedicated to family,” Gonzalez said. “My mother always told me that the secret ingredient is love.”
Jorge Ayala, who works in Disney Holiday Services, points to the diverse makeup of his team, which includes staff from Honduras, Colombia, Venezuela, Mexico, and the Dominican Republic.
“In my culture, we are very passionate with what we do. Puerto Rican, we have that flavor, so I always try to bring that positive energy to the decoration or the project I’m working on,” Ayala said.
Connecting with Guests Through Language
Miami‑born Michael Anthony Rodriguez, known as Dapper Dan, uses his Cuban background to bridge language gaps and make Hispanic guests feel at home.
“When you talk to them in Spanish, you see a glow in their eyes. I try to make them know that they are part of us, we’re all one, a family,” he said.
Visit Orlando’s Investment in Hispanic Outreach
Visit Orlando has committed significant resources to Hispanic outreach. In 2025, the organization spent $800,000 on paid media for a U.S. Hispanic campaign and $4 million on international campaigns in Mexico and Colombia.
“There’s that feeling of welcome, and people want to feel good about places. Having that slice of home makes everybody feel more welcome,” Hollander noted.
The agency also reports a noticeable rise in visitors from Argentina since the pandemic, adding another growing market to the region’s tourism portfolio.
Original reporting: WESH Orlando — read the source article.
