Ten years ago, Osceola County rebranded its tourism marketing arm as a public-private partnership entity, brought in a new leader, and has since grown the brand in venues worldwide.
Experience Kissimmee celebrated its 10-year anniversary last week, highlighting its decade of achievements.
“I could not be prouder of the incredible milestones we’ve reached while staying steadfast to our mission. Our growth has been extraordinary, but what makes this anniversary truly special is all the individuals, partners and elected officials that have stood with us year after year,” said DT Minich, who has been the President and CEO of Experience Kissimmee since it was rebranded from the Kissimmee Convention and Visitors Bureau in 2014. That success is based on growing a base of more than 1,000 tourism partners, in a growing number of foreign countries.
Osceola County has welcomed over 10.4 million visitors in 2024 alone, according to the agency’s metrics. Tourist Development Tax (TDT) collections reached a high of $81.6 million in 2023.
“Ten years ago, a group of industry leaders had a vision of what Experience Kissimmee could become. The success of the organization and our destination since then is beyond our wildest dreams,” said Gatorland President and CEO Mark McHugh.
International representation for Kissimmee has expanded from three foreign countries to 17 over the 10 years. Strategic partnerships with the likes of Brightline, Brighton & Hove Albion F.C. and West Ham United of the English Premier League and Rangers FC of the Scottish Football League, Major League Baseball (MLB) Mexico City Series, National Football League (NFL) in the UK, Osceola Magic, and Visit Florida over the years have made that work easier.
Thanks to the work of the Kissimmee Sports Commission, a part of Experience Kissimmee, sports-based tourism has driven a spike in room nights, from 90,000 in 2015 to over 450,000 in 2024, EK said, making that segment its own billion-dollar industry for Osceola County and immediate area over the last decade.
This year, Osceola County became home to its first Michelin Key for the ette hotel on Sherberth Road, marking another significant achievement for the destination in accommodations and food and beverage.
Meeting and reunions have also generated a spike in visitation, and Experience Kissimmee trademarked Kissimmee as the “Vacation Home Capital of the World”, ensuring it corners that worldwide market.
“Looking at our local vacation rental industry today, we recognize that the privatization of Experience Kissimmee just ten years ago has proven to be one of the most impactful steps in growing the Osceola County tourism industry, Rembert Vonk, owner of Excellent Vacation Homes, said. “The last ten years have demonstrated the organization’s overall success in many ways, particularly by recognizing the vacation rental home industry as a significant potential for the destination. Experience Kissimmee has been very successful in marketing and promoting our wonderful destination as the vacation rental home capital of the world, offering many travelers their own home away from home.”
Looking ahead to the next decade, Experience Kissimmee says it remains devoted to, “Showcasing Osceola County as a unique and world-class destination … with a continued focus on innovation, strategic partnerships and exceptional service, Experience Kissimmee aims to build on its success and reach new heights.
Experience Kissimmee contributed the data for this report.
