Tourism industry veteran brings more than 30 years of experience to the role, leading global travel trade sales and market development as Orlando strengthens its international reach.
Visit Orlando has appointed Adam Rogers as vice president of travel industry sales, effective October 26, 2026, as the destination marketing organisation steps up efforts to expand its international visitor base and strengthen relationships across the global travel trade.
In his new position, Rogers will lead Visit Orlando’s global travel industry sales strategy and oversee its Travel Industry Sales and Market Development teams. He will work with the organisation’s members, tour operators, wholesalers, airlines and other industry partners to generate visitor demand, identify new business opportunities and reinforce Orlando’s position in international tourism markets.
Rogers will report to Lisa Messina, chief sales officer at Visit Orlando.
The appointment comes as the organisation continues to develop its international presence, with sales representation in 15 markets worldwide. In 2025, Visit Orlando trained more than 48,000 travel advisors and generated over 3.2 million room nights through its industry partners, highlighting the importance of trade relationships in supporting the destination’s tourism economy.
Casandra Matej, president and CEO of Visit Orlando, said Rogers brings a combination of international travel industry expertise and strong local connections. She noted that partnerships with the travel trade remain a key driver of visitation and expressed confidence that his experience and industry relationships would help create further opportunities for the organisation’s members.
More than three decades in the travel industry
Rogers brings over 30 years of experience spanning travel sales, marketing, product development and executive leadership across domestic and international markets.
He began his career as a tour guide in Ibiza, Spain, before moving to Orlando, where he established an inbound receptive tour operator that later became part of Go America Tours.
Most recently, Rogers served as vice president of market management at dnata Travel, part of the Emirates Group. His previous leadership roles include positions with Hotelbeds, GTA, Kuoni and Meeting Point. He holds a Bachelor of Arts degree in English Literature from the University of London.
His background across tour operations, travel distribution and market management is expected to support Visit Orlando’s engagement with travel advisors and commercial partners across its international markets.
Strengthening Orlando’s global travel trade network
Commenting on his appointment, Rogers said he was pleased to join Visit Orlando and looked forward to working with the organisation’s members and industry partners to build on the destination’s international momentum.
He also highlighted the importance of helping travel advisors and trade partners sell Orlando more effectively, with the aim of encouraging more travellers to choose the destination.
For Visit Orlando, the appointment reinforces the role of travel trade partnerships in destination marketing. By working closely with tour operators, wholesalers, airlines and travel advisors, the organisation aims to broaden Orlando’s reach in established and emerging markets while creating further opportunities for local tourism businesses.
Rogers takes up his new position on October 26, 2026.
