Visit Orlando has named Adam Rogers vice president of travel industry sales. His role began Oct. 26, reporting to Lisa Messina, the organization’s chief sales officer.
Rogers will lead global travel industry sales strategy and oversee the Travel Industry Sales and Market Development teams. He will also work with members, tour operators, wholesalers, airlines, and other partners to increase visitation and develop new business.
FROM TOUR GUIDE TO GLOBAL SALES
Rogers brings more than 30 years of experience in sales, marketing, product development, and executive leadership across domestic and international markets.
He began his career as a tour guide in Ibiza, Spain. Later, he moved to Orlando and founded an inbound tour operator that became part of Go America Tours.
Most recently, Rogers served as vice president of market management for dnata Travel, part of Emirates Group. His earlier leadership roles also included positions at Hotelbeds, GTA, Kuoni, and Meeting Point.
In addition, Rogers holds a bachelor’s degree in English literature from the University of London.
“Adam brings a unique combination of global travel industry expertise and deep Orlando roots,” said Casandra Matej, Visit Orlando’s president and CEO.
BUILDING TRAVEL TRADE CONNECTIONS
The appointment comes as Visit Orlando expands its international reach. The organization has sales representation in 15 international markets.
According to Visit Orlando, it trained more than 48,000 travel advisors in 2025. It also generated more than 3.2 million room nights through industry partners that year.
Rogers’ responsibilities will build on that work by supporting travel advisors and strengthening relationships with companies that sell the destination.
“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 said.
Visit Orlando is a nonprofit trade association that markets Orlando to leisure travelers and business groups worldwide. It represents more than 1,600 member companies across Central Florida’s tourism industry. For more information, visit VisitOrlando.org.
Press release submitted by Visit Orlando. Edited by Exhibit City News for clarity, length, and style.
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