ITTN’s Julia Labedz is taking part in the Expedition Kissimmee FAM trip this week, joining Jo White of Experience Kissimmee, Charlotte Flach of Selling Travel, and 10 other international media representatives for a multi-day programme highlighting the very best of Central Florida. Today’s focus shifted to trade, with a schedule centred around the Expedition Kissimmee Marketplace – the event’s dedicated business engagement platform.
The Marketplace is a key component of this global FAM, designed to connect international travel trade professionals with Kissimmee’s leading tourism suppliers. Hosted at Margaritaville Resort Orlando, the event brought together hoteliers, attractions, and destination service providers for a day of meetings and open networking. Across the day, the Marketplace served as a space for attendees to discuss product updates, build new partnerships, and strengthen existing relationships.
On the buyer side, representatives attended from key global markets including the UK, Ireland, Canada, Brazil, Mexico, Argentina, and Colombia. Organisations such as TUI UK & Ireland, Jetset, Air Canada Vacations, Bon Voyage Travel, Viajes Falabella, Abreu Online, and Despegar were among those in attendance, alongside a number of bespoke operators, specialist wholesalers, and luxury travel advisors. On the supplier side, Kissimmee’s tourism offering was well represented, with participation from top regional partners such as Walt Disney World Resort, Universal Orlando Resort, Gatorland, Fun Spot America, Wild Florida, Island H2O Water Park, and a selection of leading hotels and resorts, including Reunion Resort, Gaylord Palms, and the Margaritaville Resort Orlando.
The day began with welcome remarks from DT Minich, President and CEO of Experience Kissimmee, who spoke to the importance of global collaboration and the growing demand for Central Florida as a travel destination. Minich highlighted Kissimmee’s continued commitment to working with the international trade to deliver quality experiences for travellers from around the world. Following the opening remarks, the media delegation was invited to an exclusive session with DT Minich, President and CEO of Experience Kissimmee, offering a more in-depth look at the destination’s evolving tourism strategy and international outlook. Minich spoke about Osceola County’s extraordinary transformation over the past decade, from stretches of cow pasture to tourism developments, including the Margaritaville Resort, Embassy Suites, and the ever-expanding Sunset Walk district. He emphasised the significance of tourism to the local economy, noting that it remains Osceola County’s leading industry and largest employer.
A key focus of the conversation was the area’s rise as the “Vacation Home Capital of the World,” with more than 32,000 vacation properties ranging from two-bedroom condos to 22-bedroom mansions, often equipped with luxury amenities like movie theatres, golf simulators, arcades, and even three-storey rocket ship playhouses. These homes are not just unique in scale and design, but also in service. Many come with optional chefs, butlers, grocery stocking, and even pet care, providing a level of bespoke hospitality that rivals top-tier hotels.
Minich also outlined the region’s air service strategy and global market engagement. The UK and Brazil remain two of Kissimmee’s strongest long-haul inbound markets, though Brazil continues to face challenges due to reduced post-pandemic flight capacity. Experience Kissimmee is actively working with Orlando International Airport (MCO) and airline partners to resolve this and expand access, particularly during peak booking periods. Canada continues to serve as the region’s largest international market overall, thanks in part to the snowbird demographic and seasonal second-home ownership.
In terms of marketing, Minich reiterated the organisation’s belief in maintaining a consistent year-round presence in key markets, including during downturns, with efforts supported by 17 international offices. One major highlight is a six-week co-branded campaign with Universal’s upcoming Epic Universe, set to launch in the UK on Boxing Day, aimed at capitalising on high consumer demand during the key winter booking window.
He also introduced the Gastro Obscura Hispanic Culinary Trail, a standout initiative developed in collaboration with Atlas Obscura, which celebrates Kissimmee’s rich Hispanic heritage. The trail currently features 20 off-the-beaten-path eateries across the county, with plans to expand to 40 after the handover to Experience Kissimmee in June 2026. Many of these restaurants are multigenerational, family-run establishments rooted in authentic traditions and recipes, offering a delicious window into the cultural makeup of the area, which now includes a Hispanic population of over 60%.
The session ended with closing remarks from Minich, followed by a short Q&A session where media representatives had the opportunity to ask questions and gain further insight into Kissimmee’s evolving tourism strategy.
Afterwards, attendees began making their way around the Marketplace floor to have conversations with participating buyers and suppliers across the venue. Julia had the chance to speak to nearly every stand in the room, gaining a strong sense of just how diverse and expansive Kissimmee’s tourism offering really is. At the Orlando International Airport (MCO) stand, she learned about exciting new international routes, including a direct Paris–Orlando service with Air France and an upcoming route to Japan with ZIPAIR, a major step forward in long-haul connectivity for Central Florida.
At the Orlando Magic stand, Julia came face-to-face with Shaquille O’Neal’s actual game shoe, a staggering US size 22, and easily one of the most surprising items on display! Disney representatives shared insights into Drawn to Life, the acclaimed Cirque du Soleil show now playing at Disney Springs, which combines animation, storytelling, and world-class acrobatics. Over at Gatorland, the team gave a lively update on what’s new at their beloved 75-year-old attraction, while Rentyl Resorts showcased their portfolio of luxury vacation home rentals, ideal for families, groups, and even the occasional celebrity guest.
Soon it was time for lunch, which was served buffet0style in the On Vacation Room and out onto the terrace, where the media group enjoyed a mid-day break with a (very) warm and chatty atmosphere. Later in the day, the group made their way over to Island H2O Water Park for a private networking reception. While the park itself wasn’t operating, its private event space was perfect for mingling. The DJ did a fantastic job of keeping the party alive, with the trade dancing and even joining in on the ever-growing conga line.
Island H2O Water Park is one of Kissimmee’s most modern and interactive water attractions, and gives a fresh take on family entertainment with a strong tech-forward edge. Known for its use of smart wristband technology that personalises rides, music, and lighting, the park has a wide range of water slides, wave pools, lazy rivers, and cabanas, perfect for lounging in and enjoying the sun.
The Marketplace wrapped up on a high, with plenty of new connections made, familiar faces reconnected, and a strong sense of momentum heading into the final days of the FAM! The group made their way back to Margaritaville Resort to wind down and recharge ahead of tomorrow’s final adventures in Kissimmee.
ITTN extends sincere thanks to Experience Kissimmee for organising today’s Marketplace event and to Island H2O Water Park for hosting such a memorable evening reception.
