Orlando Florida, September 6, 2025
News Summary
Visit Orlando is launching the City Break campaign, aimed at Gen Z travelers, utilizing TikTok creators to promote Orlando as a vibrant destination beyond its theme parks. This initiative will run for two months and feature content showcasing nightlife, dining, and unique attractions, appealing to younger audiences seeking energetic short trips. The campaign emphasizes authenticity by using creators who have previously visited Orlando, and it aims to broaden perceptions of the city among potential visitors.
Orlando — Visit Orlando is launching a new marketing campaign titled City Break that will use TikTok content creators to attract younger travelers to Central Florida, with the campaign running from September 15, 2025 through November 15, 2025. The initiative marks the first time Visit Orlando has used TikTok’s creative network for marketing and aims to position Orlando as a destination beyond theme parks by highlighting attractions, nightlife, and dining geared toward short, energetic trips favored by younger audiences.
What the campaign will do
The City Break campaign will showcase a series of short-form videos produced by selected TikTok creators. Creators will produce content focused on urban experiences in Orlando, including evening entertainment, local restaurants, cultural attractions, and compact itineraries suitable for quick trips. The campaign is explicitly designed to appeal to Gen Z travelers and to leverage the platform that existing Gen Z travelers identify as their primary source for travel planning.
Use of creators and authenticity
For the first time, Visit Orlando is using the TikTok creative network to commission paid posts. Participating creators must have previously visited Orlando, a condition intended to ensure authenticity in the content. Visit Orlando’s chief marketing officer characterized the posts as authentic paid advertisements, meaning creators will be compensated while expected to present genuine experiences based on prior visits.
Target audience and rationale
The campaign targets younger travelers seeking short, high-energy trips rather than traditional, family-centered multi-day stays. Research and market signals indicate that Gen Z relies on TikTok for travel discovery and planning. The campaign is intended to reach users where they already look for recommendations and to broaden perceptions of Orlando beyond theme parks to include nightlife, dining, and cultural offerings that resonate with younger demographics.
Campaign timing and mechanics
City Break will run for two months beginning September 15, 2025, and ending November 15, 2025. Content will be distributed through the TikTok platform and feature multiple creators producing short videos that highlight compact itineraries, nightlife spots, local eateries, and off-park attractions. The campaign will test performance on a platform that Gen Z travelers use as a primary planning tool, measuring engagement and destination perception among younger audiences.
Public scrutiny and funding context
The campaign follows earlier public scrutiny over Visit Orlando’s use of tax dollars for marketing. That context has led to increased attention on how public funds are allocated for tourism promotion and how campaigns are measured for return on investment. Visit Orlando’s decision to use paid creator content on a popular social platform may be seen as a strategic attempt to reach an influential audience, while also raising questions about accountability and measurable outcomes tied to public funding.
Local and traveler perspectives
Gen Z travelers and content creators expressed that TikTok plays a significant role in how they research and decide on trips. A Gen Z traveler from New York described TikTok as especially effective at reaching his generation and noted Gen Z’s central role in the platform’s rapid growth. Content creators who work in travel said they often rely on short-form video and peer-driven reviews when recommending destinations, which influenced Visit Orlando’s decision to run the campaign on TikTok.
Next steps and expected outcomes
Visit Orlando will monitor engagement metrics, viewer demographics, and indicators of intent to travel as part of its evaluation. The campaign seeks to increase awareness of non-theme-park options, drive short-stay bookings, and test whether paid creator content on TikTok can be an effective channel for destination marketing to younger demographics. Results will likely inform future strategies for how Visit Orlando allocates promotional resources.
FAQ
What is the City Break campaign?
The City Break campaign is a Visit Orlando marketing initiative that uses TikTok creators to promote Orlando as a short-trip destination for younger travelers. It highlights nightlife, dining, attractions, and compact itineraries.
When will the campaign run?
The campaign will run from September 15, 2025, through November 15, 2025.
Why is Visit Orlando using TikTok?
Visit Orlando is using TikTok because Gen Z travelers commonly use the platform for travel discovery and planning. This is the organization’s first use of TikTok’s creative network for marketing.
Who are the creators and how are they selected?
Creators are TikTok content producers who have previously visited Orlando. The selection requirement is intended to ensure that paid content is grounded in real experience and perceived as authentic.
How will the campaign be funded?
The campaign is part of Visit Orlando’s marketing activities. It follows scrutiny over the organization’s use of tax dollars, and the campaign’s funding and results will be subject to evaluation and public interest.
Campaign key features chart
| Feature | Focus | Illustrative Emphasis |
|---|---|---|
| Platform | TikTok (creative network) | ██████████ (100%) |
| Audience | Gen Z / younger travelers | ████████▍ (85%) |
| Content Type | Short-form video (attractions, nightlife, dining) | █████████▌ (90%) |
| Campaign Length | 2 months | ███████▌ (65%) |
| Authenticity Requirement | Creators must have previously visited Orlando | ██████████ (100%) |
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Additional Resources
- Click Orlando: Visit Orlando Takes to TikTok
- Wikipedia: TikTok
- Orlando Weekly: TikTok Famous Comedian
- Google Search: Gen Z travel
- Orlando Informer: Epic Universe Portal Tour
- Encyclopedia Britannica: Marketing
- Positively Osceola: CEO Appointed to Visit Florida Board
- Google News: Orlando tourism
Author: STAFF HERE ORLANDO WRITER
ORLANDO STAFF WRITER The ORLANDO STAFF WRITER represents the experienced team at HEREOrlando.com, your go-to source for actionable local news and information in Orlando, Orange County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Orlando International Fringe Theatre Festival, Megacon Orlando, and Central Florida Fair. Our coverage extends to key organizations like the Orlando Economic Partnership and Hispanic Chamber of Commerce Metro Orlando, plus leading businesses in leisure and hospitality that power the local economy such as Walt Disney World Resort, AdventHealth, and Universal Orlando. As part of the broader HERE network, including HEREJacksonville.com, HEREPetersburg.com, HERETallahassee.com, and HERETampa.com, we provide comprehensive, credible insights into Florida's dynamic landscape.
