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Orlando/Orange County Convention & Visitors Bureau, Inc. Rebranded As Visit Orlando
Name Change Reflects Organization’s Global Focus

The Board of Directors of the Orlando/Orange County Convention & Visitors Bureau, Inc., (Orlando/Orange County CVB) announced recently that the name of the organization is changing from Orlando/Orange County Convention & Visitors Bureau, Inc. to Visit Orlando. Visit Orlando reflects the organization’s mission and strategic focus of increasing overnight leisure and business visitation through its global sales and marketing initiatives. The change also reflects a shift within destination marketing organizations to adopt simpler, more relevant names for a global audience.

“The bottom line is that ‘CVB’ doesn’t have the same meaning as it once did in today’s lexicon. It doesn’t reflect the vibrancy of the Orlando experience or the focus of the organization,” said George Aguel, outgoing chairman of Visit Orlando. “To ensure our ongoing global success, we wanted a 21st century name that would be easy to remember and enunciate, and ultimately communicate the desired action we hope consumers, meeting planners and meeting attendees take – to visit Orlando.” Extensive research was done globally through focus groups and quantitative research with consumers, travel professionals and meeting planners to ensure that Visit Orlando would convey a positive message for the destination and be understood globally. The new name also positions the company to have one name globally rather than interpretations of the name.

“Our new name reflects our commitment to bringing visitors from around the world to Orlando and Orange County. It is simple, concise, user friendly and more hospitable,” said Gary Sain, president and CEO of Visit Orlando. Along with the name change, a new company logo is being designed. The new logo will be unveiled early this year. Orlando’s travel and tourism industry generates nearly $28 billion in annual spending and $13.6 billion in annual direct and indirect wages as Central Florida’s number one employer. Orlando was the most visited U.S. destination in 2009 welcoming an estimated 46.6 million visitors.

With 94 members, Visit Orlando began formal operation in July 1984. Today, the organization boasts nearly 1,200 partners representing all sectors of the travel and tourism industry including accommodations, attractions, entertainment, convention services, dining, retail, transportation and visitor services.

About Visit Orlando
Visit Orlando is the branding, sales and marketing organization responsible for positioning Orlando worldwide as the destination of choice for leisure and meetings business for the economic benefit of the Orlando region. For more information on Orlando, go to

Pictured here are Aguel (left) and incoming Chairman Paul Tang making the announcement on Dec. 17 during the annual year-end partner luncheon at the newly renovated Peabody Orlando hotel to an audience of nearly 900 attendees.
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