Visit Orlando appoints Adam Rogers as VP of Travel Industry Sales

Visit Orlando has appointed Adam Rogers as Vice President of Travel Industry Sales, effective October 26, 2026. In this role, Rogers will lead the organization’s global travel industry sales strategy and oversee the Travel Industry Sales and Market Development teams.

Rogers will collaborate with members, tour operators, wholesalers, airlines, and other industry partners to drive visitor demand and identify new business opportunities. He will report to Lisa Messina, Chief Sales Officer. The appointment aligns with Visit Orlando’s efforts to expand its international presence, which currently includes sales representation in 15 markets worldwide.

A veteran with over 30 years of experience, Rogers previously served as Vice President of Market Management at dnata Travel, part of the Emirates Group. His career includes leadership roles at Hotelbeds, GTA, Kuoni, and Meeting Point. Casandra Matej, President and CEO of Visit Orlando, noted that Rogers’ combination of global expertise and local connections will help support the continued growth of the destination.