Mat-Su CVB helps community grow through tourism

Covid has been devastating to many industries, but perhaps no industry has suffered quite like the tourism and hospitality industry. In 2020, we virtually had no tourism season in Alaska, impacting small, family-run businesses across the state in ways not imaginable previously. In 2021, we had a nice rebound, and looking forward to 2022, there is genuine optimism for the first time in a while.

For the first time since 2019, cruisers will return to Southcentral Alaska and visit the Mat-Su Valley on a land tour. Independent travelers are showing a high interest in Alaska, and group tours are returning as well. All signs are pointing to a positive recovery for the industry.

National traveler sentiment research shows that travel is definitely returning, and not just to Alaska, which makes destination marketing more important now than ever before. Destinations around the country are competing to bring visitors back and help infuse their economy and lead the recovery. It’s important that Alaska – and the Mat-Su Valley in particular – is reaching those visitors to influence their decisions on where to visit.

A question I often get asked is, “what exactly is the Mat-Su Convention & Visitors Bureau, and what do you do?” There are a million ways to answer that, but it all boils down to one central mission – we promote the Mat-Su Valley as a visitor destination which helps drive our economy and enhance the way of life for residents.

Another question I often get asked is, “why don’t I see your advertising?” That’s an easy one to explain – it’s because you’re already “here.” Our goal is to bring in visitors from beyond the borough, which in turn generates spending that stays in our community, which originated elsewhere. Our marketing strategy focuses on several key markets in the Lower 48 and allows us to reach potential visitors when they are researching vacation options. We accomplish that through a strategic online marketing program, working with Outside tour operators and agents, assisting travel media, producing our visitor guide and advertising in national publications. Our message is seen by potential visitors across several social media and traditional media platforms.

While we work to increase tourism and strengthen our economy, residents benefit in a big way. A destination marketing organization like Mat-Su CVB is really a shared community value. Tourism dollars spent in our community lead to infrastructure growth including better trails, trail grooming, boat launches and more – things that make the Mat-Su Valley a great place to live. So even if you aren’t necessarily “in tourism,” you benefit every time a new trail project begins, for example.

Still wondering why destination marketing is important to residents? Check out this simple animation that explains how the Mat-Su CVB works to make the Valley a great place to visit, live, work and play — https://bit.ly/matsucvb

Casey Ressler (casey@alaskavisit.com) is the marketing and communications manager at the Mat-Su Convention & Visitors Bureau.