How Will the Museum Be Marketed to Regional, National, and International Visitors?

Destination Marketing, Tourism Distribution, and International Visitor Acquisition

OVERVIEW

The I AM Children's Museum destination marketing strategy is built around a simple economic principle.

More distinct experiences create more reasons to visit Orange County. They do not create unnecessary competition among existing attractions.

Families rarely make destination decisions around only one experience. They build itineraries. A visitor may combine a theme park, hotel stay, museum, restaurant, downtown district, trail experience, sporting event, cruise, convention, or family celebration within the same trip. Every additional experience that appeals to a defined visitor audience strengthens the complete destination by increasing the number of reasons to travel, stay longer, explore more of the region, and return.

The I AM Children's Museum expands Orange County's family tourism offering through a cultural and educational experience that is different from the region's traditional attractions. It gives families an additional reason to remain in Central Florida, visit Historic Downtown Winter Garden, explore the West Orange Trail, spend within local businesses, and add a museum experience to an existing vacation itinerary.

The marketing strategy is therefore not limited to public advertising. It combines destination positioning, visitor research, hotel relationships, travel trade distribution, international market development, ticketing platforms, transportation access, convention programming, sports tourism, cruise travel, vacation ownership, public relations, digital conversion, and visitor generated content.

Each part of the network performs a different function.

Advertising creates awareness.

Tourism partners create trust and access.

Distribution platforms make the museum bookable.

Hotels and resorts place the museum directly in front of overnight guests.

Transportation relationships make the museum reachable.

Travel advisors and tour operators place the museum within an itinerary.

International media and travel trade organizations introduce the museum to the professionals who influence destination decisions.

Public relations and visitor content give families reasons to share the experience.

The result is an integrated visitor acquisition system designed to transform awareness into measurable attendance, overnight visitation, hotel room nights, ticket sales, partner referrals, and off site visitor spending.

MARKETING INVESTMENT

Pre Opening Destination Marketing Investment

The museum's pre opening marketing plan includes approximately $1.6 million in concentrated destination development and visitor acquisition activity beginning before the museum opens.

This investment is designed to ensure that the museum does not open as an unknown local facility and then begin the slow process of building awareness. The museum will enter the market with a defined brand, established tourism relationships, advance ticketing capability, hotel and travel trade products, public relations visibility, digital audience development, membership acquisition, and a coordinated grand opening strategy.

The pre opening period will support:

Museum destination branding

Website development and visitor conversion systems

Advance membership and ticket sales

Tourism industry outreach

Hotel and resort relationship activation

Travel advisor and tour operator education

Brazilian and Latin American travel trade development

Public relations and earned media

Digital advertising

Search marketing

Streaming and connected television

Social media content

Photography and video production

Multilingual visitor materials

Creator and family travel content

Convention and sports tourism outreach

Local resident awareness

Grand opening communications

Measurement systems and performance reporting

The pre opening investment is not simply promotional spending. It is market infrastructure. It creates the systems, relationships, content, distribution pathways, and visitor demand required to support the approved opening year attendance model of 250,000 annual visits.

Launch and Growth Period

The museum's marketing strategy continues through the grand opening and the first four operating years.

The opening phase will concentrate attention around the museum as a new Orange County family destination. This period will include public relations, tourism trade engagement, hotel activation, familiarization visits, media experiences, creator visits, community events, member acquisition, direct response advertising, and advance itinerary development.

Years One through Four will focus on converting initial curiosity into sustained visitation. Marketing activity will be adjusted according to visitor origin, ticket purchasing patterns, membership activity, hotel referrals, tourism partner performance, website conversion, seasonal demand, and audience response.

The objective is not to repeat the same grand opening message for four years. The objective is to continually create new reasons to visit through exhibits, festivals, educational experiences, outdoor discovery, family programming, cultural storytelling, community helper experiences, seasonal events, tourism packages, and partnerships.

Ongoing Destination Marketing

Beginning after Year Five, the museum plans to sustain approximately $450,000 annually in destination marketing investment.

This ongoing investment will support year round visitor acquisition, tourism partnerships, digital marketing, public relations, content development, international market visibility, audience retargeting, performance optimization, and continued positioning of the museum as a leading family cultural experience.

The annual investment will help the museum maintain awareness after the opening period and compete for visitor attention within a large and changing tourism market.

The $450,000 annual marketing investment will support:

Domestic family visitor acquisition

International visitor acquisition

Hotel and resort partnerships

Travel advisor and tour operator relationships

Online ticket distribution

Convention visitor programming

Sports tourism outreach

Cruise traveler itineraries

Vacation ownership guest acquisition

Public relations

Digital advertising

Search visibility

Social media content

Email and customer relationship marketing

Multilingual content

Seasonal campaigns

Visitor data analysis

Ticket conversion optimization

Repeat visitation

Membership growth

Marketing performance reporting

DESTINATION MARKETING ROADMAP

Pre Opening: Build Awareness

The pre opening phase establishes the museum's destination identity before public operations begin.

The museum will introduce the project to residents, tourism professionals, hotel partners, travel advisors, tour operators, educators, community organizations, family travel media, convention planners, sports tourism organizations, cruise partners, international markets, and prospective members.

This period creates the audience pipeline necessary for opening year visitation.

Primary activities include:

Brand development

Destination positioning

Website and ticketing development

Advance membership acquisition

Tourism partner recruitment

Hotel relationship development

Travel trade education

Brazil and Latin America market introduction

Public relations

Content development

Digital audience building

Multilingual materials

Grand opening planning

Opening: Launch the Destination

The opening period positions the museum as a new Orange County tourism and cultural asset.

The museum will use earned media, public relations, digital advertising, partner communications, hotel guest referrals, travel trade outreach, creator content, familiarization experiences, community events, advance ticket sales, and opening celebrations to convert awareness into visitation.

The opening campaign will communicate both the emotional and practical value of the museum.

Families will understand what the experience offers, where it is located, how long to plan for a visit, how it can fit within a Central Florida itinerary, how to purchase admission, and what nearby experiences can be combined with the museum.

Years One Through Four: Accelerate Visitation

During the first four years, marketing will shift from market introduction to audience expansion and repeat visitation.

Campaigns will respond to actual visitor behavior and performance data.

The museum will evaluate:

Where visitors live

How visitors discovered the museum

Which hotel and tourism partners generated referrals

Which ticket products converted

Which audiences became members

Which campaigns generated overnight visitors

Which international markets responded

Which events produced repeat visitation

Which seasons required additional demand

Which visitor experiences generated the strongest shared content

This phase will deepen tourism relationships, expand distribution, introduce new packages, strengthen international visibility, and continually refresh the reasons families choose to visit.

Year Five and Beyond: Sustain Growth

The ongoing strategy protects the museum from becoming dependent upon opening year awareness.

The museum will maintain a consistent destination presence while adjusting investment toward the channels that demonstrate the strongest visitor conversion and economic return.

This includes continued tourism trade relationships, hotel and resort programs, travel platform distribution, public relations, international market development, audience retargeting, content production, seasonal promotions, membership renewal, and repeat visitor acquisition.

MARKETING SUCCESS MEASURES

Marketing performance will be measured through defined visitor and economic indicators.

Visitor origin

Local, regional, domestic, and international attendance

Overnight visitor share

Hotel room nights supported

Partner referrals

Hotel and resort referrals

Travel advisor and tour operator referrals

Online ticket sales

Advance purchase activity

Website conversion

Advertising conversion

Membership acquisition

Repeat visitation

International market growth

Convention visitor attendance

Sports tourism attendance

Cruise visitor attendance

Vacation ownership visitor attendance

Visitor generated content

Earned media reach

Off site visitor spending

Regional economic activity

The purpose of measurement is to connect marketing activity with actual visitor behavior. Awareness is valuable only when it contributes to visitation, ticket sales, hotel demand, repeat attendance, or broader economic activity.

REACHING THE RIGHT VISITORS

The museum is not attempting to reach every traveler through the same message.

Its audience strategy is built around visitor groups that already demonstrate a connection to family travel, educational experiences, culture, museums, multigenerational travel, conventions, sports, cruises, and extended Central Florida stays.

Knowledge Travelers

Visit Orlando research identifies approximately 15.5 million United States travelers who are likely to consider Orlando and who align with a Knowledge Traveler profile.

This audience is especially important because it seeks more than traditional entertainment. It values museums, cultural attractions, educational experiences, unique places, and experiences that can be enjoyed across generations.

The I AM Children's Museum directly aligns with this audience through immersive exhibits, local heritage, art, environmental discovery, early childhood learning, future career exploration, and highly visual family experiences.

Knowledge Travelers are not being asked to replace a theme park visit with a museum visit.

The museum gives them a reason to add another experience to the trip.

Families

Families are the museum's central visitor audience.

Marketing will reach parents and caregivers through hotel relationships, travel platforms, destination media, family travel content, digital advertising, tourism packages, schools, memberships, social media, public relations, and community partnerships.

The family message will emphasize that the museum offers a shared experience rather than passive entertainment.

Children create, build, explore, imagine, discover careers, encounter art, connect with nature, and learn about the community while adults participate in the experience.

Convention Visitors

Orange County's convention market creates access to business travelers who are accompanied by spouses, children, or extended family members.

The museum can serve convention families during scheduled business sessions, before or after convention activity, or through private group programming.

Corporate experiences, after hours events, museum rentals, family excursions, leadership activities, and educational programming create additional points of connection with the meetings industry.

Sports Tourism Families

Sports tourism brings families into Central Florida for tournaments, competitions, training events, showcases, and championships.

These families often experience periods between games, before evening events, or after competition has concluded.

The museum provides a structured two hour, half day, or extended family experience that can fit between scheduled sporting activities.

The museum also gives sports families another reason to visit restaurants, retail establishments, cultural locations, and Historic Downtown Winter Garden while remaining in Orange County.

International Visitors4.75

International family visitors represent a major long term audience.

The museum's international strategy will begin with markets that already demonstrate strong travel relationships with Florida and Orlando, including Brazil, Latin America, Europe, and Spanish speaking source markets.

International marketing requires more than translating an advertisement.

Visitors often rely upon travel advisors, tour operators, online travel platforms, hotel concierges, destination partners, media organizations, and family recommendations when building an itinerary.

The museum's international strategy therefore combines multilingual communication with professional travel trade relationships and bookable tourism products.

Grandparents and Multigenerational Travelers

Grandparents represent an important museum audience because they frequently seek experiences that create time with grandchildren while remaining educational, comfortable, and accessible.

The museum's connection to The Villages, vacation ownership networks, resort guests, destination wedding parties, and visiting families creates a pathway to multigenerational tourism.

The museum can support day trips, visiting family itineraries, annual memberships, grandparent memberships, holiday visits, birthday celebrations, and repeat attendance when extended family members travel to Central Florida.

Educators and Educational Groups

Teachers, schools, preschool programs, homeschool families, youth organizations, and education partners provide dependable weekday attendance.

Educational marketing will connect exhibits with literacy, science, art, community history, career awareness, environmental learning, social development, and hands on discovery.

Field trips also create a future tourism and membership audience. A child who first visits through school may return with a parent, caregiver, grandparent, sibling, or visiting relative.

Cultural Travelers

Cultural travelers seek places that communicate the character and identity of a destination.

The museum's historic arrival experience, local storytelling, art, community helper exhibits, outdoor trail connection, multilingual visitor materials, and relationship with Historic Downtown Winter Garden create an experience connected to place.

The museum is not intended to feel like an attraction that could be located anywhere.

It will introduce families to the history, people, environment, creativity, and future of West Orange County and Central Florida.

EXPERIENCE LED DESTINATION MARKETING

Visit Orlando research indicates that some travelers who are interested in museums and cultural experiences are not fully aware of Orlando's existing cultural offerings.

This creates a visitor acquisition opportunity.

The museum can help make Orange County's cultural tourism offer more visible by creating an experience that is visually compelling, easy to understand, highly shareable, and connected to other regional assets.

The museum's exhibits will naturally generate visitor content because families will photograph children building, creating art, exploring water, engaging with community careers, experiencing outdoor exhibits, and discovering spaces that feel distinct from traditional attractions.

That content matters because family travel decisions are influenced by the experiences other families show and describe.

A parent who sees another family spending a morning at the museum can quickly understand how the experience fits within an Orlando trip.

A grandparent can see that the museum offers a comfortable and engaging multigenerational outing.

A travel advisor can show a client an experience beyond the tourism corridor.

A hotel concierge can recommend a family destination with clear visual appeal.

A tour operator can understand how the museum fits within an itinerary.

The visitor experience becomes part of the marketing system.

Authentic family content expands awareness through social media, tourism partner communications, hotel platforms, family travel media, destination marketing, and personal recommendations.

The result is a direct progression:

Awareness creates interest.

Interest creates itinerary consideration.

Tourism partners create trust.

Bookable products create conversion.

The museum experience creates visitor content.

Visitor content creates new awareness.

TOURISM TRADE STRATEGY

The tourism trade strategy connects the museum with the organizations and professionals who already influence travel decisions.

These relationships include hotels, resorts, travel advisors, tour operators, destination management companies, convention planners, attraction ticketing platforms, transportation providers, cruise partners, vacation ownership networks, sports tourism organizations, tourism media, and destination marketing partners.

The museum will develop admission products that can be sold alone or bundled with other visitor experiences.

Potential products include:

Hotel guest admission

Family packages

Museum and downtown itineraries

Museum and trail experiences

Convention family excursions

Sports tourism family experiences

Cruise extension itineraries

Vacation ownership guest packages

Grandparent and family itineraries

Group admission

Private museum experiences

Corporate events

Multilingual visitor products

Travel advisor commissionable products

Online travel platform admission

The value of travel trade relationships is distribution.

A museum may produce excellent advertising and still fail to reach a family at the moment an itinerary is being created.

Travel advisors, hotels, resorts, tour operators, convention organizers, and ticket platforms are present at that decision point.

They can place the museum within the trip before the visitor arrives in Orange County.

PARTNERING ACROSS ORANGE COUNTY'S TOURISM NETWORK

The museum's tourism network is designed around the role each relationship can perform.

Not every relationship produces the same outcome.

Some relationships create awareness.

Some create referrals.

Some create transportation access.

Some create bookable ticket products.

Some create international market entry.

Some create group attendance.

Some create hotel demand.

Some connect the museum with existing family audiences.

Together, the relationships create a complete visitor acquisition network.

HOSPITALITY AND VISITOR EXPERIENCE

JW Marriott Orlando Bonnet Creek

The relationship with JW Marriott Orlando Bonnet Creek creates access to overnight resort guests already seeking high quality family experiences in Orange County.

The museum can become a recommended off property experience for families seeking a cultural, educational, or weather flexible activity during their stay.

Potential activation includes concierge referrals, family itinerary placement, guest communications, ticket products, private experiences, transportation coordination, and selected museum and hotel programming.

The relationship creates a direct bridge between hotel occupancy and museum visitation.

The expected tourism value includes:

Overnight visitor acquisition

Hotel guest referrals

Family itinerary expansion

Museum ticket conversion

Extended visitor activity within Orange County

Potential private or premium family experiences

Bella Collina

Bella Collina connects the museum with luxury lodging, destination weddings, social events, and multigenerational travel.

Destination weddings often bring extended families into Central Florida for several days. Those guests may include young children, grandparents, relatives, and family groups seeking activities outside scheduled wedding events.

The museum can become an itinerary option for visiting families, wedding parties, multigenerational guests, and residents hosting relatives.

The relationship creates:

Access to multiday guests

Multigenerational family visitation

Destination wedding itinerary opportunities

Private family experiences

Potential event and hospitality referrals

Increased Orange County visitor spending

Pegasus Transportation

Pegasus Transportation provides a pathway between the museum and Orlando's hotel, airport, convention, group travel, and tourism corridors.

Transportation is a practical part of visitor conversion. Awareness alone does not produce attendance when a visitor does not understand how to reach an attraction located outside the traditional tourism corridor.

A transportation relationship can support scheduled group movement, hotel to museum transportation, airport related itineraries, convention excursions, cruise extensions, and private visitor groups.

The relationship creates:

Direct transportation access

Group visitor movement

Hotel to museum connectivity

Convention excursion capability

Tourism corridor access

Reduced transportation barriers

LYNX and NeighborLink

LYNX and NeighborLink create regional transit access for residents, employees, students, and visitors traveling across Orange County.

Public transportation strengthens the museum's accessibility and supports families who may not have access to a private vehicle.

The relationship also supports workforce access, community attendance, and connections between West Orange County and the broader region.

The relationship creates:

Regional visitor access

Community access

Workforce transportation

Connection with Orange County destinations

Reduced transportation barriers

Support for equitable museum participation

GLOBAL EXPERIENCE AND TICKET DISTRIBUTION

AmazingCo

AmazingCo operates bookable experiences and itineraries across more than 50 global cities.

A relationship with an experience platform such as AmazingCo can place the museum within curated family itineraries rather than presenting it only as an individual admission product.

The museum can become part of a day of discovery that includes Historic Downtown Winter Garden, local dining, outdoor recreation, trails, art, heritage, and family activities.

The relationship creates:

Bookable family itineraries

International experience distribution

Combination with surrounding businesses

Longer destination engagement

Visitor movement beyond the traditional corridor

Additional spending within West Orange County

Tiqets

Tiqets states that more than 50 million travelers have booked experiences through its platform. (Tiqets)

The platform gives travelers the ability to discover and purchase attraction admission through a familiar mobile ticketing environment.

A Tiqets relationship would position the museum among bookable museums and attractions considered by domestic and international travelers while they are planning or already traveling.

The relationship creates:

Global attraction discovery

Mobile ticket conversion

Advance admission sales

International visitor access

Last minute visitor conversion

Distribution within a proven museum and attraction marketplace

GetYourGuide

GetYourGuide reports that travelers can use its platform to find experiences in more than 18,000 cities. It also reports working with approximately 50,000 supply partners offering around 200,000 experiences. ([GetYourGuide Press Center])

A GetYourGuide relationship would make the museum discoverable to travelers actively searching for Orlando experiences.

This is especially valuable for visitors who do not begin their trip specifically searching for a children's museum but who are searching for family activities, cultural experiences, indoor attractions, educational experiences, or things to do beyond theme parks.

The relationship creates:

International discovery

Bookable museum admission

Access to travelers already searching for activities

Advance and in destination conversion

Family experience visibility

Distribution across a large global experience marketplace

Civitatis

Civitatis is a global platform focused on tours, tickets, transfers, and destination experiences, with particular strength among Spanish speaking travelers. (Civitatis)

A Civitatis relationship would expand the museum's visibility among Spanish speaking families, travel advisors, tourism buyers, and international visitors.

The museum's multilingual strategy can be supported through translated product information, Spanish language visitor content, bookable admission, and itinerary placement.

The relationship creates:

Spanish language visitor acquisition

Latin American market visibility

International ticket distribution

Travel advisor and tourism partner access

Multilingual visitor conversion

Greater inclusion within global Orlando itineraries

CORPORATE AND CONVENTION VISITOR ACQUISITION

Wildly Different

Wildly Different has produced more than 2,000 corporate events and offers a pathway into Orlando's convention, meetings, corporate travel, and team experience market.

A relationship with an experienced corporate event organization can position the museum as a location for private experiences, family programming, leadership events, convention excursions, community service activities, and custom corporate engagement.

The relationship creates:

Convention visitor acquisition

Corporate group experiences

Private museum events

After hours programming

Team experiences

Off site convention activity

Additional food, beverage, rental, and program revenue

Association of Children's Museums

The Association of Children's Museums represents more than 460 members across all 50 states and 19 countries. The association supports and advocates for children's museums and the professionals who sustain them. ([Association of Children's Museums])

Association participation creates access to a proven national and international network of museum professionals, family audiences, reciprocal visitors, industry research, professional standards, peer institutions, and traveling museum families.

The network also strengthens institutional credibility and provides access to professional learning, museum operations knowledge, partnership development, and field wide visibility.

The relationship creates:

National museum visibility

Industry credibility

Professional museum relationships

Access to traveling museum families

Potential reciprocal visitation

Peer learning

Museum sector partnerships

Future traveling exhibit relationships

CRUISE AND EXTENDED STAY VISITOR ACQUISITION

Royal Caribbean

Royal Caribbean serves millions of cruise guests annually and provides access to a large family travel audience moving through Florida and the broader cruise market.

The museum's opportunity is connected to pre cruise and post cruise stays.

Families frequently combine a cruise with time in Central Florida. A museum experience can become part of the additional hotel stay before embarkation or after the cruise concludes.

The relationship creates:

Pre cruise visitation

Post cruise visitation

Additional Orange County hotel nights

Family attraction spending

Multigenerational travel

Itinerary extension

Potential cruise and hotel packaging

Major Vacation Ownership and Hospitality Network

The identified vacation ownership and hospitality network includes more than ten Orlando area resorts and creates access to extended stay families and repeat Central Florida visitors.

Vacation ownership guests differ from short stay visitors because many return to Orlando repeatedly, stay in larger family accommodations, travel with multiple generations, and seek new experiences beyond the attractions they have already visited.

The museum is positioned to become a repeatable family experience for this audience rather than a one time attraction.

The relationship creates:

Extended stay family visitation

Repeat Central Florida visitor acquisition

Resort guest referrals

Multigenerational attendance

Membership and return visit potential

Seasonal demand

New itinerary options for experienced Orlando visitors

WINTER GARDEN AND WEST ORANGE DESTINATION NETWORK

Winter Garden Tourism

Winter Garden Tourism connects the museum with more than 30 tourism partners, approximately 1.4 million annual downtown visitors, and more than one million West Orange Trail users.

The museum will become a new family anchor within a destination that already attracts visitors for dining, shopping, theater, history, arts, festivals, recreation, and trail activity.

The museum can direct visitors toward downtown businesses while the existing destination network directs families toward the museum.

This is a reciprocal tourism relationship.

The museum does not remove visitors from downtown activity. It creates a new reason for families to arrive, remain longer, and participate in more of the destination.

The relationship creates:

Access to existing downtown visitors

Access to trail users

Local business referrals

Museum and downtown itineraries

Family Adventure Pass opportunities

Multilingual destination maps

Two hour, half day, and full day itineraries

Restaurant and retail spending

Heritage and cultural visitation

Repeat regional tourism

Sports Tourism

Sports tourism connects the museum with families attending competitions, tournaments, showcases, camps, and sporting events throughout Central Florida.

The museum can fill the time between scheduled games and create an experience for siblings, grandparents, and family members not participating directly in competition.

The museum can also serve teams and groups through admission products, private experiences, meals, transportation coordination, and planned itineraries.

The relationship creates:

Between game visitation

Group attendance

Family activity options

Extended visitor spending

Restaurant and retail activity

Additional hotel guest experiences

New use of unscheduled visitor time

Port Canaveral

Port Canaveral is a major cruise gateway that moves families through Central Florida before and after cruise travel.

The museum can be incorporated into pre cruise and post cruise itineraries for families staying in Orange County.

This audience is already traveling, already purchasing family experiences, and often deciding how to use an additional day or partial day in the region.

The museum's indoor and outdoor experiences, family amenities, luggage planning, transportation relationships, nearby downtown activity, and bookable admission can support this market.

The relationship creates:

Cruise extension itineraries

Pre cruise and post cruise attendance

Additional hotel nights

Transportation demand

Family attraction spending

Multigenerational visitation

Travel advisor and cruise partner products

The Villages

The Villages has more than 150,000 residents, with a population heavily concentrated among adults age 65 and older.

The tourism opportunity is not limited to residents traveling alone.

The Villages represents a major grandparent and visiting family market.

Children and grandchildren travel to visit residents, while residents also travel to Orange County for family activities, cultural experiences, dining, shopping, and special events.

The museum can create grandparent memberships, family day trips, visiting family itineraries, holiday experiences, and multigenerational programming.

The relationship creates:

Grandparent visitation

Visiting family attendance

Day trip activity

Orange County hotel stays

Multigenerational membership

Holiday and seasonal attendance

Family spending within Orange County

INTERNATIONAL AND MULTICULTURAL VISITOR ACQUISITION

International visitor acquisition requires a deliberate network.

A translated website or digital advertisement may create awareness, but it does not by itself create international distribution.

The museum must be introduced to the travel professionals, media organizations, tour operators, travel advisors, tourism buyers, online platforms, airlines, hotels, destination organizations, and family travel networks that influence international itineraries.

The international strategy will combine:

Travel trade relationships

Tour operator education

Travel advisor communication

International tourism media

Bookable ticket products

Multilingual visitor information

Hotel and resort referrals

Destination itineraries

Public relations

Digital advertising

Creator content

Familiarization experiences

International family storytelling

The objective is to move the museum from an unknown future attraction to a recognized, trusted, and bookable Orange County family experience.

PANROTAS AND THE BRAZILIAN TRAVEL MARKET

PANROTAS is not a general consumer advertising agency.

It is a highly established business to business tourism media and travel trade organization operating at the center of Brazil's travel industry.

PANROTAS has described itself as a reference business to business tourism media organization. Its industry profile identifies it as a leading voice within Brazil's travel and tourism sector, with more than 50 years of market history. (IGLTA)

That distinction is extremely important.

A consumer advertisement reaches an individual traveler.

PANROTAS reaches the professional ecosystem that influences many travelers.

That ecosystem includes:

Travel agency owners

Travel advisors

Tour operators

Airlines

Hotel companies

Cruise companies

Destination organizations

Corporate travel professionals

Meeting and event professionals

Tourism executives

Attraction leaders

Travel journalists

Tourism technology companies

International tourism buyers

The relationship therefore creates more than advertising reach.

It creates market access.

It provides a pathway for the I AM Children's Museum to be introduced to the professionals who design, sell, recommend, package, and communicate travel experiences to Brazilian visitors.

The PANROTAS Forum is recognized as an important gathering for tourism leadership and travel industry relationships in Brazil. Industry reporting describes the event as an opportunity for destinations and tourism brands to align strategies with tour operators, travel agents, and travel journalists. ([Travel South USA])

PANROTAS also produces market intelligence, industry news, events, reports, destination coverage, corporate travel content, and special projects connected to the United States market.

Its Brazilian Overview publication has been distributed in connection with United States travel industry activity and provides information about Brazil's tourism economy, travel distribution, market participants, and travel industry conditions. (Panrotas)

This creates a credible path for the museum to enter the Brazilian travel conversation through professional education rather than isolated advertising.

José Guilherme Zé Alcorta

José Guilherme Alcorta is the Chief Executive Officer of PANROTAS and is publicly identified as a leader within the Brazilian tourism industry. (Panrotas)

His role creates access to strategic market understanding, tourism leadership relationships, professional networks, destination positioning, industry communication, and the travel trade structure through which Brazilian travelers purchase and plan international experiences.

The value of this relationship is not based only upon one individual promoting the museum.

It is based upon informed entry into a complex source market.

The relationship can help the museum understand:

How Brazilian families plan Orlando travel

Which travel advisors and tour operators influence family itineraries

How cultural attractions should be presented to the Brazilian market

Which tourism events and media channels provide credible visibility

How admission products should be structured for travel trade use

How the museum can complement existing Orlando itineraries

What Portuguese language content is necessary

How tourism professionals should be educated before the museum opens

How the museum can remain visible after initial launch coverage

How the museum can build relationships across Brazil rather than rely upon one advertisement

Adrian Bertini

Adrian Bertini's role within the United States and international travel trade creates a bridge between Brazilian tourism professionals and United States destination opportunities.

His experience within travel trade activity, destination relationships, familiarization travel, and United States market engagement supports the practical development of connections between the museum, tourism buyers, media, and travel professionals.

The value of this relationship is cross market translation.

The museum must communicate its experience in a way that makes sense to Orange County tourism leaders and in a way that makes sense to Brazilian travel sellers.

Those are not always the same communication task.

A United States visitor may understand the museum through direct advertising.

A Brazilian family may encounter the museum through a travel advisor, tour operator, hotel package, Portuguese language article, destination itinerary, online travel platform, or recommendation made before arriving in Florida.

The relationship creates a pathway for the museum to be positioned appropriately within both markets.

WHAT THE PANROTAS RELATIONSHIP CREATES

The PANROTAS relationship creates a market entry platform across Brazil's tourism industry.

It creates the opportunity for the museum to become known among professionals before the museum opens.

It creates access to travel advisors and tour operators who already sell Orlando.

It creates a pathway to tourism media coverage.

It creates a platform for professional education.

It creates the possibility of inclusion within United States destination reporting and special market projects.

It creates access to tourism events and leadership conversations.

It creates introductions across aviation, hospitality, attractions, cruise travel, corporate travel, and destination marketing.

It creates the foundation for Portuguese language trade communication.

It creates an informed strategy for Brazilian visitor acquisition.

It creates credibility that cannot be achieved through an isolated paid advertisement.

It creates the ability to tell the museum's story within the larger story of Orlando travel.

It creates a direct connection between a future Orange County attraction and the professionals who influence Brazilian family travel.

Brazil is an especially important market because Brazilian travelers already demonstrate a substantial relationship with the United States and Florida.

Brand USA reported that Brazil generated approximately 1.9 million United States arrivals in 2025 and that Brazilian leisure travelers spent an average of approximately $3,442 per trip. ([Brand USA])

That spending pattern reflects the economic importance of reaching the Brazilian traveler before the itinerary is complete.

The museum is not attempting to convince a family to travel internationally for only one museum visit.

The strategy is to place the museum within a trip the family is already likely to take.

A Brazilian family visiting Orlando may already be purchasing airfare, hotel accommodations, theme park admission, food, retail, transportation, and family activities.

The I AM Children's Museum becomes an additional cultural and educational experience within that trip.

The opportunity is especially strong for:

Families seeking an activity outside the theme parks

Families traveling with young children

Multigenerational travel groups

Repeat Orlando visitors seeking something new

Families seeking cultural and educational experiences

Travelers extending a cruise or resort stay

Families interested in Historic Downtown Winter Garden

Visitors seeking an indoor experience during heat or rain

Travelers seeking highly visual family content

Families who value art, learning, careers, nature, and local culture

BRAZIL MARKET ACTIVATION

The relationship with PANROTAS creates the foundation for a long term Brazilian visitor acquisition strategy.

Pre Opening Market Education

Before opening, the museum can introduce the project to Brazilian tourism professionals through business to business media, destination updates, leadership conversations, interviews, tourism events, special reports, and professional presentations.

The purpose is to ensure that travel advisors and tour operators understand the museum before clients begin asking about it.

Trade Product Development

The museum can create admission products designed for Brazilian travel distribution.

These may include:

Portuguese language product descriptions

Advance admission

Family admission packages

Hotel and museum combinations

Museum and Winter Garden itineraries

Commissionable travel trade products

Group admission

Private family experiences

Transportation inclusive products

Cruise extension itineraries

Multigenerational experiences

Travel Advisor Education

Travel advisors require clear information that can be communicated quickly to a family.

The museum will explain:

What the museum is

Which ages it serves

How long families should plan to visit

How it differs from a science center or entertainment venue

How it fits within an Orlando itinerary

How far it is from tourism areas

What transportation options are available

What nearby experiences can be combined with the museum

How tickets can be purchased

What language access is available

What families will experience

Tour Operator Development

Tour operators can incorporate the museum into packaged trips, group programs, family itineraries, educational travel, cruise extensions, hotel stays, and repeat Orlando visitor products.

The museum's relationship with transportation providers, hotels, downtown businesses, ticket platforms, and international tourism media strengthens its ability to offer a complete product rather than only admission.

Media and Content

PANROTAS provides access to professional tourism media rather than only consumer promotion.

This can support:

Museum development updates

Opening announcements

Executive interviews

Tourism impact stories

Orange County destination content

Brazil market specific museum information

Travel advisor education

Hotel and attraction partnerships

Family itinerary content

Historic Downtown Winter Garden coverage

Professional familiarization visits

Opening and post opening reporting

Familiarization Experiences

Travel advisors, tour operators, tourism media, airline representatives, hotel professionals, and destination partners are more likely to recommend an experience they understand directly.

The museum can host professional familiarization visits before and after opening.

These visits can demonstrate the museum, surrounding destination, transportation access, nearby dining, trail connection, hotel relationships, and family itinerary opportunities.

Long Term Market Presence

Brazilian visitor acquisition cannot depend upon one opening announcement.

The museum will maintain visibility through updated content, tourism relationships, seasonal information, new exhibit stories, family itineraries, tourism events, trade education, public relations, and bookable products.

The goal is sustained market presence.

LATIN AMERICA AND SPANISH SPEAKING VISITOR ACQUISITION

The Brazil strategy creates a model that can be expanded across Latin America while recognizing that each market is different.

Brazil requires Portuguese language communication and relationships within its own travel trade structure.

Spanish speaking markets require Spanish language visitor information and relationships with platforms, tour operators, travel advisors, media organizations, airlines, hotels, and destination partners serving those travelers.

Civitatis and other global distribution platforms provide one pathway.

Hotels, resorts, online ticket platforms, international tour operators, tourism media, and travel trade relationships provide additional pathways.

The museum can build a connected system that reaches visitors in:

Brazil

Colombia

Argentina

Mexico

Puerto Rico

Other Latin American source markets

Spanish speaking United States households

The objective is not to treat Latin America as one audience.

The objective is to create a scalable international strategy that respects language, culture, booking behavior, travel patterns, and professional distribution relationships.

ONE NETWORK, MULTIPLE COUNTRIES, ORANGE COUNTY VISITORS

The museum's international network connects several layers of visitor acquisition.

PANROTAS provides Brazilian travel trade access.

José Guilherme Alcorta provides executive market leadership and industry connectivity.

Adrian Bertini supports connections between United States destinations and international travel trade relationships.

Civitatis supports Spanish language discovery and booking.

Tiqets supports global museum and attraction ticket distribution.

GetYourGuide supports international experience discovery across more than 18,000 cities. ([GetYourGuide Press Center])

Hotels and resorts place the museum before overnight guests.

Transportation partners make the museum accessible from visitor corridors.

Cruise relationships reach families before and after sailing.

Vacation ownership relationships reach extended stay and repeat visitors.

Winter Garden Tourism connects museum visitors with the surrounding destination.

The Association of Children's Museums creates national and international museum visibility through a network spanning all 50 states and 19 countries. ([Association of Children's Museums])

The combined network creates a visitor pathway:

International awareness

Professional travel trade education

Itinerary consideration

Hotel and tourism partner referral

Bookable admission

Transportation access

Museum visitation

Downtown and regional spending

Visitor generated content

Future visitor awareness

TOURISM AND ECONOMIC RESULT

The museum's marketing and partnership strategy is designed to produce measurable tourism activity.

The approved opening year model assumes:

250,000 annual visits

150,000 nonlocal visits

100,000 overnight visitor visits

Approximately 48,000 hotel room nights

Approximately $24.3 million in annual off site visitor spending

Approximately $44.9 million in annual regional economic activity

Marketing does not create these results by itself.

Marketing creates the connection between the museum experience and the audiences most likely to visit.

Tourism relationships create distribution.

International partnerships create market access.

Hotels create referrals.

Transportation creates accessibility.

Ticketing platforms create conversion.

Visitor content creates continuing awareness.

Together, the system supports attendance and economic activity.

The result is not simply a larger advertising audience.

The result is a larger visitor pipeline.

A Brazilian travel advisor recommends the museum to a family planning Orlando.

A hotel concierge places the museum within a guest itinerary.

A sports family fills the time between games.

A convention attendee extends a stay with children.

A grandparent brings visiting family members.

A cruise family adds an Orange County hotel night.

A vacation ownership guest discovers a new experience.

A downtown visitor adds the museum.

A museum visitor adds dining, shopping, trails, history, or theater.

Each relationship expands the number of ways a visitor can discover, trust, purchase, reach, and experience the museum.

That is the purpose of Advertising Reach.

It is not exposure for exposure's sake.

It is a structured destination marketing and distribution strategy that converts relationships into visitation, visitation into hotel demand and spending, and a museum experience into a broader economic benefit for Orange County.

The result is more experiences, more reasons to visit, and more value created across the entire destination.