Aviareps is to assume representation for Visit Orlando across multiple international source markets including the UK and Ireland.
The firm’s role will include supporting sales strategies and activities, including training and ensuring the trade is kept up to date on the destination’s performance.
This will complement Visit Orlando’s efforts to drive international visitors to the US theme park destination through sales efforts.
Aviareps will also provide Visit Orlando with research and market intelligence, as well as MICE services in addition to developing a functional trade sales concept adaptable locally to each market.
Visit Orlando president and chief executive Casandra Matej said: “Aviareps has the ability to adapt international trade concepts to each individual market to promote Orlando with the ultimate goal of increasing visitor numbers and awareness.
“The teams will be an extension of the Orlando-based team to specifically provide the travel industry with personalised service and education.”
Aviareps chief operating office for tourism Thomas Drechsler added: “Our strong presence in both Europe and Latin America with owned offices in all key markets allows us a co-ordinated and localised sales approach.
“We are excited to leverage our network of strong local trade connections and extensive experience in the travel industry to promote Orlando’s many attractions, world-class accommodations, and unparalleled convention facilities to travellers worldwide.”