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Orlando expands beyond leisure
Orlando is best known for theme parks and family vacations, but the city is quietly reshaping its global image. By joining forces with top U.S. cities, Orlando is strengthening its position in the MICE tourism market.
Meetings, incentives, conferences, and exhibitions now play a central role in how the city attracts visitors and drives long-term economic growth.
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What defines MICE tourism
MICE tourism refers to business-focused travel centered on meetings, incentive trips, conferences, and exhibitions. Unlike traditional leisure travel, MICE visitors typically spend more, stay longer, and plan trips months or years in advance.
For host cities, this translates into stable hotel occupancy, increased restaurant traffic, and strong demand for local services. Orlando’s emphasis on this sector highlights the city’s recognition that business travel offers consistent economic value year-round.
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Partnering with established convention cities
Orlando’s collaboration with cities such as Las Vegas, Chicago, Miami, and San Diego places it alongside established leaders in the convention industry. Orlando benefits from collective visibility, helping attract events that might choose international venues…