On a Saturday morning, when the rest of the world is still sleeping or sipping their coffee, the splash pad is already in high demand at Orlando’s Grove Resort and Water Park.

It’s another day in the tourism capital of the world.

Even as some warily watch Florida’s tourism visitation numbers amid the economic uncertainty and world politics, Orlando’s industry is still busy.

“We’re still seeing that we’re either on pace month by month or increased pace compared to last year,” Visit Orlando CEO Casandra Matej told Florida Politics in a recent interview. “We’re positioned quite well. We’re a desirable destination.”

Visit Orlando won’t release annual 2026 numbers until May 2027, but the organization said hotel demand is 1% over last year through June.

People are grappling with rising groceries and an affordability crisis, but that doesn’t stop them from vacationing — they just vacation differently, said Matej.

“Travel in most people’s lives has now become so essential,” Matej said. “Whether it’s to relax, rewind, reconnect with your families, travel is important to most families.”

Some shorten their weeklong trips to three or four days, for instance. Others drive and go on a road trip on a tank of gas, which is cheaper than flying.

“We are seeing today’s guests are considerably more deliberate in how and when they spend discretionary income,” Dennis Speigel, International Theme Park Services CEO and a longtime theme parks industry observer, wrote recently. “They compare prices more aggressively, seek promotional offers and increasingly expect flexibility should circumstances change. This does not necessarily indicate weaker demand for an outing. Rather, research says it reflects a more cautious consumer navigating an uncertain economic environment reflecting how they spend their money and time.”

At Grove Resort, located six miles from Disney World, guests are not only paying attention to the price but the overall values and the amenities included, said marketing director Sharon Rodriguez.


Image via The Grove Resort.

Part of the draw is hotel guests automatically get free admission into the resort’s water park to relax in the 700-foot lazy river and go down water slides. The resort offers other perks, like free transportation to Disney World. The condo-style hotel rooms come with a full kitchen so guests can cook meals if they want to save money. 

“We have a lot of multi-generational families that come and stay with us,” Rodriguez said. “They can prepare their meals themselves. Usually it’s very common to see these multi-generational families have breakfast at their condo. Then they go ahead and they either enjoy the resort amenities or go to the theme parks without having to spend extra on going to a restaurant.”

About half of The Grove Resort’s guests are in-state residents or drive down from Georgia. Floridans traveling to Orlando from Miami, Tampa and elsewhere has been on the rise. Instate visitors increased 3.4% in 2025, Visit Orlando reported.

Central Floridians on staycations also play a “huge” role in Orlando’s tourism industry, Matej said.

Visit Orlando continues to promote special hotel deals aimed at Central Floridians during the August-September slower season to further boost hotel stays.

For the fifth year in a row, Visit Orlando is offering “Magical Nights” where several hotels offer discounted rates under the Magical Dining promotion (where restaurants sell a three-course fixed menu price with proceeds going to charity which runs through Sept. 30.)

“You can turn that date night into a staycation,” Matej said.

And there is other good news for Orlando’s tourism industry: It’s August. That means it’s officially Halloween season as Disney World, Universal Orlando, SeaWorld Orlando, Busch Gardens and Legoland Florida will be offering Trick-or-Treating for the little ones or intense haunted houses for brave adults.

“I would say that Halloween, weather permitting, is our ‘sure thing,’” for the theme park industry and tourism, Speigel said.