When people think about Central Florida’s economy, they often think first about tourism. More than 76 million visitors travel here each year—filling hotels, dining in restaurants, shopping in local businesses, attending conventions and experiencing attractions unlike anywhere else in the world.
I think we can all agree that tourism is one of our region’s greatest economic drivers. But have you considered that creativity is what makes us such a unique global destination? Every unforgettable experience begins with a creative idea.
Our attractions are built on storytelling. Our restaurants are driven by culinary artists and creativity. Our hotels are imagined by architects and designers. Our museums are curated to preserve history while inspiring curiosity. Our theaters, festivals, galleries, concerts and public art create the authentic experiences that give our region its identity.
Even our conventions and sporting events are enhanced by vibrant cultural experiences at opening ceremonies and halftime breaks. Such experiences encourage visitors to stay longer, explore farther and return again. That’s why the arts aren’t simply good for our quality of life. They’re good for our economy.
In January 2024, Visit Orlando and United Arts of Central Florida launched a new partnership to strengthen cultural tourism as a key tourist-development strategy, to elevate national and global awareness of our cultural offerings and to encourage visitors to experience more of what makes our region unique.
Our initial goal was to increase the number of visitors who add a cultural experience to their visit from 16 percent to 18 percent. This year, Visit Orlando reported that 19 percent of domestic visitors participate in arts and cultural activities during their stay—the highest percentage ever recorded and above the initiative’s original benchmark.
And the impact extends far beyond Central Florida. According to the U.S. Bureau of Economic Analysis, arts and cultural industries contributed more than $1.2 trillion to the U.S. economy in 2023, growing faster than the overall economy and accounting for 4.2 percent of the nation’s GDP.
Creativity isn’t simply a cultural asset. It’s a competitive economic advantage. We’ve seen that impact firsthand through DTOLive!, our partnership with the City of Orlando. Together, we’ve transformed downtown into a vibrant, welcoming destination through more than 1,400 free arts experiences in public spaces.
And it’s working. Nearly 96 percent of DTOLive! attendees reported visiting nearby restaurants, shops or other businesses before or after an event—which proves that an investment in arts and culture is also an investment in local commerce.
The arts also help businesses compete in another important way: the attraction and retention of talent. When companies decide where to relocate or expand, they evaluate more than infrastructure and incentives. They look for places where talented people want to live.
Vibrant arts and cultural experiences, walkable districts, museums, festivals and public art all contribute to the quality of life that helps attract skilled employees, entrepreneurs and investment. We’ve seen that happen here in Central Florida.
Our growing cultural vibrancy has become part of the story we tell the world, and completes our ability to attract major conventions, international sporting events and opportunities like the 2028 Olympic Qualifiers. Visitors may come for the competition—but it’s the experiences beyond the venues that encourage them to stay longer, discover our neighborhoods and support our local businesses.
At United Arts, our mission is to inspire and enrich communities by strengthening arts, science, history and culture through strategic collaborations and investments. We believe those investments strengthen our economy just as they strengthen our community.
Within the last year, we’ve invested more than $18 million back into the region through grants, arts education, cultural tourism initiatives, public art, capacity building, advocacy and support for local artists and nonprofit organizations.
Those investments help build the creative ecosystem that fuels tourism, supports businesses, attracts talent and keeps Central Florida competitive.
When businesses invest in the arts, they’re doing far more than supporting a performance or exhibition. They’re helping to build a community where people choose to visit, work and live. Because when the arts thrive, our economy thrives.
JENNIFER EVINS
President & CEO
United Arts of Central Florida
