Business
Visit Orlando and Orlando Economic Partnership Unveil Orlando’s New Global Brand: ‘Unbelievably Real’ Orlando
ORLANDO, Fla. – Visit Orlando, The Official Tourism Association® for Orlando, and Orlando Economic Partnership, the economic and community development organization for the region, today announced the launch of one singular, comprehensive and consistent brand to promote the destination and region. The new “Unbelievably Real” brand platform is the product of a first-of-its-kind partnership between the two organizations and was developed to speak to all audiences — leisure visitors, meeting planners, meeting attendees, travel professionals, site selectors, business relocation stakeholders and talent.
“When we combine forces and invest in economic and community development and market Orlando as a destination for tourism and meetings, we can strengthen our brand identity and take the region to the next level,” said Orange County Mayor Jerry L. Demings.
“Our ability to collaborate and join forces allows us to build a better economy, a better experience and a better community for all. Collaboration is built into the DNA of our great city and region,” said City of Orlando Mayor Buddy Dyer. “Our audiences intersect and, in order to have more impact on a consistent basis, we have created a compelling message on the reasons to visit, move or start a business in the Orlando region.”
“With the evolution of the Orlando region, shifts in travel and how people work, and changes brought on by the pandemic, we believe now is the perfect time to bring together our collective resources,” said Casandra Matej, president and CEO of Visit Orlando. “Unbelievably Real combines what is both fantastical and authentic about our unique destination to tell a holistic story.”
“While we may be talking to different audiences such as vacationers, meeting planners and attendees, CEOs considering moving their businesses or employees considering a move to work for one of our companies, research has supported that this new brand can create a connection with all of these groups,” said Tim Giuliani, Orlando Economic Partnership president and CEO.
Based on research and tested with a variety of audiences, the Unbelievably Real global brand’s goal is to highlight the region in a new way that tells a complete Orlando story. A Florida-based team from the marketing agency Razorfish served as the lead creative talent to develop the comprehensive brand.
Photo: Orlando Economic Partnership.
Starting today, tourism-focused advertising showcasing everything from Orlando’s theme parks and attractions to outdoor adventures and world-class dining will run in TV commercials and across digital and social channels to promote summer and fall travel to Orlando. The campaign will also be augmented with outdoor boards in key markets such as New York, Boston and Chicago and promotional programs with NBC, Univision, iHeart and Urban1.
International audiences will follow with the rollout starting at U.S. Travel Association’s IPW conference June 4-8 in Orlando. This fall, a campaign targeting meetings planners and attendees will launch at the IMEX meetings industry show.
Future business and talent recruitment efforts will be featured on InvestOrlando.org, with new storylines and content focused on targeted industries in Orlando through the lens of Unbelievably Real. It will also drive business development meetings held in target markets like San Francisco, Chicago and New York with company executives, entrepreneurs and site selectors. New Unbelievably Real Orlando creative will be installed later this year in high-traffic venues like Orlando International Airport, Orlando Sanford International Airport and the Orange County Convention Center.
The Partnership and Visit Orlando also plan to take the united message of Unbelievably Real to New York City, reinforcing Orlando’s new movement to national media.
One of the first examples of the campaign is a mural designed by Orlando-based artist Clark Orr. Under the Unbelievably Real theme, the new mural brings to life how all aspects of the region shine, from tourism highlights like nightly fireworks and adventures on our waterways to innovative technologies such as simulation and rocket launches. The mural is on display on a painted wall in Brooklyn through July and will appear in Orlando in the coming months.
Planned as a multiyear initiative, the two organizations also launched O.U.R. Culture Project (Orlando Unbelievably Real Culture Project), to engage with Orlando residents and cultivate new methods to showcase pride in the Orlando region. Future activities will include the creation of a new symbol for Orlando and the installation of a permanent Orlando sign to become an interactive and iconic backdrop.
The first initiative in the O.U.R. Culture Project is focused on gathering images from those who know Orlando best: its residents. Starting today, Visit Orlando and Orlando Economic Partnership have launched The Unbelievably Real Sweepstakes, where locals upload images on what they feel is Unbelievably Real about Orlando for a chance to win an Unbelievably Real staycation. Entries must be received by May 31, 2022, at OrlandoUnbelievablyReal.com.
Business
Orlando Regional REALTOR Association Event Highlights Orange County Growth, Housing Trends and Economic Outlook
ORLANDO, Fla. (FNN) — The Orlando Regional REALTOR Association (ORRA) hosted its second annual State of Real Estate event for Orange County on April 17, bringing together industry professionals, policymakers and community leaders to examine the region’s housing market and economic outlook.
Held at ORRA’s headquarters in Orlando, the event focused on the evolving dynamics of residential and commercial real estate across Central Florida. Discussions centered on housing affordability, economic growth and long-term regional development.
Speakers and Panelists
- Lawrence Yun — Chief Economist, National Association of REALTORS
- Maria Henson — Senior Director of Market Research & Insights, Visit Orlando
- Racquel Asa — Head of External Affairs, Central Florida Expressway Authority
- Amy Mercado — Property Appraiser, Orange County
- Chris Atwell — Moderator, 2026 ORRA President
Industry experts said Central Florida’s economy continues to grow, though at a more measured pace. While housing and stock market wealth remain near record highs, job growth is softening, consumer sentiment has declined and loan defaults are rising — creating a market shaped by mixed signals.
Panelists noted the housing market has shifted into a more stable phase compared to the rapid growth seen during 2020 and 2021, with more balance and sustainable conditions.
Despite short-term fluctuations, long-term fundamentals remain strong. Orange County’s tax base has grown significantly since 2023, while the broader Central Florida region has experienced a 23% population increase over the past decade, with more than 1,200 people moving to the area each week.
Infrastructure and tourism were also highlighted as key drivers of future growth. Officials pointed to major roadway investments by the Central Florida Expressway Authority and the region’s continued strength as a tourism hub, drawing more than 75 million visitors in 2024.
“We’re operating in a global economy where interest rates, supply chains and migration policies all influence what happens at the local level,” said ORRA CEO Cliff Long.
Economic Trends Show Mixed Signals
Experts emphasized that strong asset values are being offset by softer job growth and declining consumer confidence.
Housing Market Enters Stable Phase
The market has transitioned from pandemic-driven volatility to a more balanced and sustainable pace.
Growth, Infrastructure and Tourism Drive Future
Population growth, infrastructure investment and tourism continue to support long-term expansion in Central Florida.
ORRA’s Impact and Benefits on the Real Estate Industry
The Orlando Regional REALTOR Association provides critical market insights, advocacy and professional resources for REALTORS® across Central Florida. Its events foster collaboration between industry leaders, policymakers and the community, helping guide responsible growth, inform housing policy and strengthen the regional real estate market.
Business
Walmart’s Road to Open Call Returns to Orlando, Offering Small Businesses Access to National Retail Opportunities
ORLANDO, Fla. (FNN) — Walmart, in partnership with the Hispanic Chamber of Metro Orlando, will host the 2026 Walmart Road to Open Call pitch event on May 21 in Orlando, offering small businesses the opportunity to present their products directly to Walmart buyers.
The Orlando event is the only Florida stop in 2026 and is part of a nationwide initiative designed to support small business growth, expand supplier diversity and strengthen U.S. manufacturing.
OPPORTUNITY FOR SMALL BUSINESSES
The Road to Open Call serves as a pathway for entrepreneurs to connect with Walmart’s sourcing team, refine their pitches and prepare for the company’s annual Open Call event in Bentonville, Arkansas.
Applications are open through May 1 at 10 p.m. EST. A select group of applicants will be chosen to participate in the Orlando event, where each business will receive a 30-minute, one-on-one pitch meeting with a Walmart buyer, along with feedback and mentorship.
Top participants may earn a fast pass to Walmart’s annual Open Call, where they can pitch for potential placement in Walmart stores or online.
FOCUS ON U.S.-MADE PRODUCTS
Walmart’s Open Call is the company’s largest sourcing event for products made, grown or assembled in the United States. The program is open to businesses across industries, including food and beverage, beauty, safety and consumer goods.
“The Road to Open Call provides a powerful platform for small businesses to grow and scale,” said Mark Espinoza, senior director of public affairs at Walmart. “By connecting entrepreneurs directly with our sourcing teams, we’re helping bring innovative, U.S.-made products to customers while supporting American jobs and local economies.”
LOCAL IMPACT AND ECONOMIC GROWTH
Local leaders say the initiative strengthens both entrepreneurship and the regional economy.
“We are proud to join forces with Walmart for the second consecutive year to bring this opportunity to the business community,” said Pedro Turushina, president and CEO of the Hispanic Chamber of Metro Orlando. “This initiative supports entrepreneurs and helps small businesses access national retail opportunities.”
Since launching in 2014, Walmart’s Open Call has helped thousands of small and midsize businesses become suppliers, while more than 85% of Walmart shoppers report valuing U.S.-made products.
ORLANDO, Fla. (FNN) — AdventHealth is now accepting applications for its 2026 Community Impact Grants, aimed at supporting nonprofit organizations working to address critical health needs across Central Florida.
The grant program partners with community-based organizations to expand initiatives that improve quality of life and promote long-term sustainability. Eligible nonprofits serving residents in Orange, Osceola, Seminole and South Lake counties are encouraged to apply.
Applications are open from March 30 through April 16, with funding expected to begin Jan. 1, 2027.
FOCUS ON COMMUNITY HEALTH NEEDS
The grants are guided by Central Florida’s Community Health Needs Assessment, which identifies key challenges impacting residents’ well-being.
“Our annual Community Impact Grants are guided by Central Florida’s Community Health Needs Assessment to ensure we are investing meaningfully where our neighbors need us most,” said Tricia Edris, senior vice president of innovation and partnerships for AdventHealth Central Florida. “We are honored to align our resources and stand as partners to create measurable, lasting impact across the region.”
PRIORITY AREAS FOR FUNDING
The 2026 grant cycle will focus on three key areas:
- Housing instability
- Transportation
- Food insecurity
These priorities reflect social determinants of health that can significantly influence a person’s ability to live a healthy and stable life. Community organizations often serve as the first line of support for residents facing these challenges.
COMMUNITY IMPACT AND PARTNERSHIPS
Past grant recipients say the program has helped expand opportunities for residents. Crystal Davidson highlighted the impact of the initiative on workforce development.
“Schools and colleges often don’t have the funding to provide introductory workforce programs that expose students to new career opportunities,” Davidson said. “Through partnership grants like the one AdventHealth is providing, we’re able to give young people hands-on experiences that help them discover their potential and build a path toward a meaningful career.”
AdventHealth will also host an informational webinar to guide organizations through eligibility requirements, funding priorities and the application process. Interested applicants can learn more and apply through the AdventHealth website.
