The Orlando area saw gains across several key tourism measures in July, as hotel occupancy and short-term rental demand increased and Orange County collected more revenue from its tourist tax than it did during the same month last year.
Orange County hotels posted a 74.1% occupancy rate in July 2026, a 1.5% increase from July 2025, according to Orange County Comptroller Phil Diamond. Hotel room demand also rose 1.6%, while the average daily rate was largely unchanged at $198.25, down just 0.2% from the same period in 2025.
The stronger hotel performance also helped boost revenue for Orange County. The county collected roughly $31.4 million in Tourist Development Tax revenue in July, up 6.4% from the same month last year. However, July’s total was slightly lower than June’s, falling by about $2 million.
Short-term rental activity followed a similar pattern. Visit Orlando, the area’s official tourism marketing organization, reported that demand increased 3% compared with July 2025, while the average daily rate climbed 10%.
Although Orange County saw gains across key tourism measures in July, broader trends across Florida’s tourism industry and Central Florida’s theme parks had been more mixed in the months leading up to these results.
Statewide, Florida recorded an estimated 34.01 million visitors during the second quarter of 2026, covering April through June. That was a 0.7% decline from the same period in 2025. Visitor numbers for the first half of the year were also down 1.4%, according to data reported in August by Visit Florida, the state’s official tourism marketing agency.
During Comcast’s second-quarter earnings call in late July, executives said attendance began to soften at Universal Orlando in June and that the trend continued into the third quarter, which begins in July. The company said growth at the resort came in “below expectations,” while noting that Epic Universe continued to perform well and receive a strong guest response.
Walt Disney World, meanwhile, saw stronger results during its fiscal third quarter, which covers April through June. In its earnings report released in early August, Disney described the resort’s performance as a “standout quarter,” citing increased attendance as one of the factors behind the results.
Despite the Orlando area’s stronger July results, its tourism industry could face some near-term fluctuations. Visit Orlando President and CEO Casandra Matej said August is expected to see a decline; those figures are set to be released in October. However, Visit Orlando still expects hotel room demand for August through October to finish ahead of last year, with combined demand currently 3% higher than it was during the same period last year.
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