Adam Rogers to Lead Sales for Visit Orlando
The veteran travel executive will oversee global sales strategy beginning October 26, 2026.
Updated on Oct. 23, 2026 in People
Visit Orlando has appointed industry veteran Adam Rogers as its new Vice President of Travel Industry Sales, effective October 26, 2026. Rogers will spearhead global sales strategies and manage both the Travel Industry Sales and Market Development teams.
Why it matters
His arrival comes as the organization seeks to build on a successful 2025 in which it trained 48,000 travel advisors and generated 3.2 million room nights. Rogers brings over 30 years of professional experience to the position.
Visit Orlando maintains sales representation across 15 international markets to support its global strategy. In 2025, the group successfully trained 48,000 travel advisors to drive regional tourism.
The players
Adam Rogers
He is an industry veteran with more than 30 years of experience who previously served as the Vice President of Market Management at dnata Travel.
Lisa Messina
She serves as the Chief Sales Officer for Visit Orlando and will manage Rogers in his new leadership role.
Visit Orlando
This organization functions as the official tourism association for Orlando, responsible for promoting the city as a premier travel destination.
The details
Reporting directly to Chief Sales Officer Lisa Messina, Rogers will oversee the organization's expansive international network. Rogers joins the team following his most recent tenure as Vice President of Market Management at dnata Travel.
Timeline
In 2025, Visit Orlando trained over 48,000 travel advisors and generated 3.2 million room nights.
Adam Rogers begins his new role as Vice President on October 26, 2026.
Market Landscape
The hire reflects a competitive pivot for the organization to sustain the momentum established in the 2025 Visit Orlando industry performance report. This strategic leadership change positions the destination to better compete for international travel market share.
For local Orlando businesses and hospitality partners, this change could influence future international marketing reach and tourist influx. The focus remains on maintaining the steady stream of millions of room nights generated by industry collaborations.
The takeaway
Bringing on executive talent with over three decades of international experience suggests the organization is prioritizing global reach to fill hotel rooms. Future success will likely be measured by how effectively the new leadership can maintain the high training numbers set in 2025.
Further reading
For more information on the latest organizational changes in the region, visit our People section.
