Visit Orlando to Appoint New Sales Leadership in October
Hospitality operators can expect a strategic shift in international sales outreach as the new VP begins his role this month.
Updated on Oct. 23, 2026 in People
Visit Orlando appoints Adam Rogers as the new Vice President of Travel Industry Sales, effective October 26, 2026. Rogers will oversee the organization's global sales strategy and market development teams to support the local hospitality sector.
Why it matters
For Orlando hospitality operators, the appointment signals a shift in the city's approach to maintaining its competitive edge in international tourism markets. The role directly impacts the funnel of travel advisor partnerships that drive room nights for area businesses.
Visit Orlando operates sales outreach across 15 international markets, following a 2025 cycle where partners generated 3.2 million room nights and the organization trained 48,000 travel advisors. These figures represent the baseline reach the new leadership must maintain or expand.
The players
Adam Rogers
An industry veteran with over 30 years of experience who previously managed markets at dnata Travel.
Visit Orlando
The official tourism marketing organization for Orlando, managing destination strategy and international sales.
Lisa Messina
The Chief Sales Officer at Visit Orlando who manages the organization's sales strategy and leadership team.
The details
Rogers will manage both the Travel Industry Sales and Market Development teams, focusing on the tactical execution of sales strategies across the organization's international footprint. By leveraging his 30 years of experience, he will bridge the gap between global travel agencies and Orlando's hospitality inventory to secure occupancy rates. His reporting structure positions him directly under the Chief Sales Officer to align these international sales efforts with the city's broader economic goals.
Timeline
October 26, 2026: Adam Rogers assumes the role of Vice President of Travel Industry Sales.
2025: Visit Orlando trained 48,000 travel advisors and facilitated 3.2 million room nights.
Market Landscape
This appointment follows the pattern established by the 2025 tourism industry sales performance benchmarks, which set the standard for international room night generation. The move maintains continuity as the organization seeks to leverage its established representation in 15 global markets.
Operators in the Orlando hospitality sector should monitor how the new sales strategy shifts geographic focus in international markets over the next two quarters. The transition period will indicate which specific travel advisor channels will receive increased support and partnership priority.
The takeaway
The appointment of a high-tenure executive to lead global sales highlights the industry's continued emphasis on managed travel advisor relationships. Local business owners should track the upcoming 2027 sales strategy roadmap to identify which new international visitor segments Visit Orlando will prioritize.
Further reading
For more on local leadership changes, visit People.
Source note: This article includes information reported by Travel Trade Journal.
