ORLANDO, Fla.—Visit Orlando has named tourism industry veteran Adam Rogers vice president of travel industry sales, effective Oct. 26. Rogers will lead the organization’s global travel industry sales strategy and oversee its travel industry sales and market development teams. He will report to Lisa Messina, Visit Orlando’s chief sales officer.
In the role, Rogers will work with members, tour operators, wholesalers, airlines, and other industry partners to drive visitation, identify growth opportunities, and strengthen Orlando’s position as a global destination.
“Adam brings a unique combination of global travel industry expertise and deep Orlando roots,” says Casandra Matej, president and CEO of Visit Orlando. “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.”
Visit Orlando has sales representation in 15 international markets as it works to grow international visitation and increase the destination’s visibility worldwide. In 2025, the organization trained more than 48,000 travel advisors and generated more than 3.2 million room nights through industry partners.
“Orlando is one of the most recognized destinations in the world, and I am honored to join Visit Orlando at such an exciting time,” Rogers says. “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 brings more than 30 years of travel industry experience in sales, marketing, product development, and executive leadership across international and domestic markets. He began his career as a tour guide in Ibiza, Spain, before moving to Orlando and founding 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 earned a BachSet featured imageelor of Arts in English literature from the University of London.
