ORLANDO, Fla. – Visit Orlando is turning to TikTok in a new push to bring younger travelers to Central Florida.

The tourism group announced its “City Break” campaign, set to launch Sept. 15 and run through Nov. 15. The initiative will feature TikTok content creators highlighting attractions, nightlife, and dining options around Orlando.

Danielle Hollander, chief marketing officer for Visit Orlando, said the campaign will mark the first time the organization has tapped into TikTok’s creative network.

“Essentially, these become paid advertisements, but they are in the form of content that a creator did,” Hollander said. “They would have had to have been to Orlando, so it’s authentic. We look and say, does it meet our strategies? Is it going to resonate?”

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For many Gen Z travelers, TikTok is already the go-to source for travel planning.

Marcus Washington, visiting from New York, said the platform is the best way to reach his generation.

“Gen Z is the one that made TikTok explode because we are the ones who made it popular,” Washington said. “I think TikTok is the way nowadays where everyone is a social media content creator and people follow those things.”

Content creator Karla Lopez agreed, saying TikTok has become her first stop when researching trips.

“Every time I go to a place, I just check on TikTok to see the reviews and content about the place,” Lopez said.

The campaign is part of Visit Orlando’s broader effort to highlight the city as more than just theme parks, while appealing to younger audiences seeking short, energetic trips.

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