Adam Rogers, Vice President of Travel Industry Sales, Visit Orlando. (Photo Credit: Visit Orlando)
WHY IT RATES: The well-traveled industry veteran brings decades of unique experience to his new role, which will see him work closely with important suppliers and partners.—Patrick Clarke, TravelPulse Senior Editor
Visit Orlando, the Official Tourism Association for the No. 1 travel destination in the U.S., announced tourism industry veteran Adam Rogers will join Visit Orlando as vice president of travel industry sales.
In this 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 closely with members, tour operators, wholesalers, airlines and other industry partners to drive visitation, identify new opportunities for growth and strengthen Orlando’s position as a premier global destination.
Rogers joins Visit Orlando as the organization continues to expand its global footprint. With sales representation in 15 international markets, Visit Orlando remains focused on growing international visitation and increasing Orlando's visibility among travelers worldwide. In 2025, Visit Orlando trained more than 48,000 travel advisors and generated more than 3.2 million room nights through industry partners, helping drive more economic impact for the region.
"Adam brings a unique combination of global travel industry expertise and deep Orlando roots," said Casandra Matej, president and CEO of Visit Orlando. "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."
"Orlando is one of the most recognized destinations in the world, and I am honored to join Visit Orlando at such an exciting time," said Adam Rogers, Vice President of Travel Industry Sales of Visit Orlando. "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 travelers choose our destination."
Rogers brings more than 30 years of travel industry experience spanning sales, marketing, product development and executive leadership roles across international and domestic markets. He began his career as a tour guide in Ibiza, Spain, before making his way to Orlando, where he founded an inbound receptive tour operator that later became part of Go America Tours. Most recently, he served as vice president of market management for dnata Travel, part of Emirates Group, and has previously held leadership positions with organizations including Hotelbeds, GTA, Kuoni and Meeting Point.
Rogers holds a Bachelor of Arts in English Literature from the University of London. He will begin his role Oct. 26 and report to Visit Orlando’s Chief Sales Officer, Lisa Messina.
SOURCE: Visit Orlando press release.
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