Visit Orlando Names Adam Rogers VP of Travel Industry Sales

Visit Orlando has appointed travel industry veteran Adam Rogers as its new vice president of travel industry sales, effective October 26.

Rogers, who brings more than 30 years of experience in the travel sector, will lead the destination marketing organization’s global travel industry sales strategy and oversee its travel industry sales and market development teams.

He will work closely with tour operators, wholesalers, airlines, Visit Orlando members and other industry partners to drive visitation, identify growth opportunities and strengthen Orlando’s position in international markets.

“Adam brings a unique combination of global travel industry expertise and deep Orlando roots,” said Casandra Matej, president and CEO of Visit Orlando, in a press release.

“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.”

The appointment comes as Visit Orlando continues to expand its international reach, with sales representation in 15 markets worldwide.

In 2025, the organization trained more than 48,000 travel advisors and generated more than 3.2 million room nights through industry partners, highlighting the importance of travel trade relationships to the destination’s tourism economy.

“Orlando is one of the most recognized destinations in the world, and I am honoured to join Visit Orlando at such an exciting time,” said Rogers in a statement.

“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 brings an extensive background in sales, marketing, product development and executive leadership across domestic and international markets.

He began his travel industry career as a tour guide in Ibiza, Spain, before relocating 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 include positions with Hotelbeds, GTA, Kuoni and Meeting Point.

He will report to Lisa Messina, Visit Orlando’s chief sales officer, when he officially takes up his new position on October 26.