Orlando's Golden Opportunity: Why Solaya Represents a Top-tier Real Estate Play in the Sun Belt

Orlando, Florida, has emerged as a beacon of resilience in the post-pandemic economy, fueled by its status as a global tourism powerhouse. JBM's Solaya, a Class A multifamily development in Orlando's Urban Core, sits at the intersection of this city's booming visitor economy and its thriving job market. For investors seeking a cash-flow-driven asset with long-term appreciation potential, Solaya embodies the strategic advantages of the Sun Belt's growth trajectory. Here's why this property—and Orlando itself—are compelling bets.

### Location-Centric Growth: Orlando's Tourism Engine Powers Demand
Orlando's tourism sector, which generated $92.5 billion in economic impact in 2023, is the bedrock of its real estate market. With 75.3 million visitors in 2024 and projections to surpass 2019's pre-pandemic levels by 2025, the city's appeal as a leisure and convention destination ensures steady demand for housing.


Key drivers include the 15% annual growth in Orlando International Airport (MCO) passenger traffic, record international arrivals (7.8 million in 2024), and the $58.5 billion in direct visitor spending in 2023—up 5.4% from 2022.

Solaya's prime location in the Urban Core—a hub for entertainment, dining, and transit—positions it to capture transient and permanent residents alike. Tourism workers (464,000 jobs supported in 2023) and visitors seeking short-term housing will drive occupancy, while its proximity to attractions like Universal Orlando and Epic Universe (opening May 2025) adds to its appeal.

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### Job Market Expansion Fuels Rental Stability
Orlando's labor market, with a 3.4% unemployment rate in early 2025 (below Florida's 3.8% and the U.S.'s 3.6%), signals strong demand for housing. Sectors like hospitality (102% of pre-pandemic employment), tech, and healthcare are expanding, attracting talent to Orlando's affordable cost of living compared to coastal markets.


Even as job-filling times ease, the mix of high-wage tech roles and tourism-driven jobs ensures a steady rental base. The 21% growth in Orange County Convention Center attendance in early 2025 highlights Orlando's strength in business tourism, further boosting demand for multifamily housing.

Solaya's Class A amenities—luxury finishes, fitness centers, and transit access—will cater to professionals and families drawn to Orlando's job opportunities and lifestyle advantages.

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### Rental Demand Trends: A Bull Market with Room to Grow
Orlando's apartment market is outperforming national averages. The Urban Core's rent growth outpaced supply additions in 2024, with average rents up 4% year-over-year. Meanwhile, the city's 1.6% vacancy rate (below the U.S. average of 4.2%) underscores tight inventory.


Despite rising construction, demand remains robust. The 6.6% surge in 2025 hotel bookings and 27.5% increase in convention events bode well for sustained occupancy. Solaya's 4,000+ planned guestrooms in nearby Hyatt expansions also signal investor confidence in Orlando's lodging ecosystem, indirectly supporting multifamily demand.

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### Risk Factors: Navigating Supply and Economic Sensitivity
While risks exist, Solaya's strategic positioning mitigates them:

1. Supply absorption: Orlando's 4.1% multifamily vacancy rate (as of Q1 2025) remains manageable, and new projects like Solaya target niche markets (e.g., luxury renters). The city's 15.5% drop in housing sales in early 2025 reflects affordability challenges for homeowners, but renters—especially those tied to tourism jobs—are less price-sensitive.
2. Economic sensitivity: Tourism's reliance on discretionary spending makes it vulnerable to recessions, but Orlando's diversification into conventions, tech, and healthcare buffers against volatility.

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### Why Act Now?
Solaya offers a rare opportunity to capitalize on Orlando's growth before competition narrows entry points:
- Cash flow: Strong rental demand and in-place leases will deliver steady income.
- Appreciation: Orlando's 15-year population growth (projected at 12% by 2030) and limited land supply will pressure rents upward.
- Timing: With 2025 bookings pacing 6.6% ahead of 2024 and rising investor interest in Sun Belt markets, the window to secure prime assets like Solaya is closing.



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### Conclusion: A Play for the Long Haul
Solaya is more than a multifamily property—it's a stake in Orlando's future. Backed by tourism resilience, job market vitality, and a prime location, this asset is poised to deliver reliable returns. For investors seeking to ride the Sun Belt's growth wave, Solaya is a rare chance to own a piece of one of America's most dynamic cities. With Orlando's story still unfolding, now is the time to secure a position before the market's momentum leaves latecomers behind.

Investment Grade: Buy
Risk Rating: Moderate (Balanced by diversification into tourism and tech-driven demand)
Target Horizon: 5+ years for optimal cash flow and appreciation.

Act before Orlando's Urban Core fills to capacity—and before the next wave of investors does it for you.