Visit Orlando has appointed Adam Rogers as Vice President of Travel Industry Sales, effective 26 October.
In his new role, Rogers will lead Visit Orlando’s global travel industry sales strategy and oversee its Travel Industry Sales and Market Development teams.
He will work with Visit Orlando members, tour operators, wholesalers, airlines and other industry partners to increase visitation, identify new growth opportunities and strengthen Orlando’s international positioning.
The appointment comes as Visit Orlando continues to expand its global presence, with sales representation currently covering 15 international markets.
In 2025, the organisation trained more than 48,000 travel advisors and generated more than 3.2 million room nights through industry partners.
Casandra Matej, President and CEO of Visit Orlando, said: “Adam brings a unique combination of global travel industry expertise and deep Orlando roots. Travel trade partnerships remain a critical driver of visitation to Orlando, and Adam’s global perspective, extensive industry experience and strong relationships across the travel community will help us build upon our past success with trade partners to create more opportunities for our members and support the continued growth of our destination.”
Rogers brings more than 30 years of experience spanning travel industry sales, marketing, product development and executive leadership across domestic and international markets.
He began his career as a tour guide in Ibiza before moving to Orlando, where he founded an inbound receptive tour operator that later became part of Go America Tours.
Most recently, Rogers served as Vice President of Market Management for dnata Travel, part of Emirates Group.
His previous leadership roles have also included positions with Hotelbeds, GTA, Kuoni and Meeting Point.
Rogers said: “Orlando is one of the most recognised destinations in the world, and I am honoured to join Visit Orlando at such an exciting time. I look forward to working alongside our members and industry partners to build on Orlando’s global momentum and help travel advisors and trade partners better sell Orlando so that more travellers choose our destination.”
Rogers holds a Bachelor of Arts in English Literature from the University of London and will report to Visit Orlando Chief Sales Officer Lisa Messina.
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