'Rubber tire' visitors help fuel tourism industry

People travel for many reasons -- for rest and relaxation, to learn, for adventure, for an event, to visit family or friends, for business. More and more, that travel involves hitting the pavement rather than the airways.

The majority of people travel by automobile, truck or RV. A 2001 Travel Industry Association survey reports that 74 percent of travelers were independent rubber tire traffic compared to 17 percent who traveled by air. Research also reveals the trend to travel by car is increasing as the shift away from travel by air since Sept. 11, 2001 continues.

A trend toward closer-to-home travel and shorter vacations is also contributing to the increase in rubber tire travel. The RV market of both sales and rentals has experienced a surge in demand. RV travelers are increasing in numbers mainly because they enjoy the freedom, control, security, family values and simplicity that road travel provides. The long-term outlook for the RV industry is favorable as more baby boomers enter the primary buying years for RVs.

Alaska, however, is a long-haul destination. Travelers commit multiple weeks for the journey north. Alaska tourism businesses that rely on this highway market have reported a decline in traffic over the past few years.

What are the reasons for the decline? The Alaska Travel Industry Association has contracted with a research firm to find out the reasons. We already know some of the challenges in marketing Alaska to the rubber tire traffic -- misconceptions of the condition of the highway as being unsafe or in poor condition, that it is too cold and that it is too expensive.

The ATIA Highway Travel Market Feasibility Study will gather current information regarding the attitudes and opinions of U.S. visitors toward highway travel through Canada and into Alaska, including travel by ferry. This is the first time this study has been conducted and the information will be used to direct Alaska and Canada highway marketing efforts.

Information collected in the surveys include defining the discriminating travel needs, motivators and attitudes of past and potential highway travelers.

It will also identify the media and promotional vehicles most effective in reaching the highway travel market.

As reported in TIA's Tourism Works for America 2002 edition, RVers channel money into local businesses, grocery stores, restaurants, gift shops and attractions. In fact, studies have shown that RVers spend more money per day in local areas than hotel guests do. Approximately 125 RV retail shows nationwide draw thousands of visitors and generate a large economic impact as well. The typical RV owner is 49 years old, married and with an income of $56,000.

RV owners travel an average of 4,500 miles for 4-5 weeks annually and 82 percent take spur-of-the-moment trips.

There is also the fly-drive market, which is the visitor who prefers the independent driving method of vacation travel but has less time to spend driving to Alaska.

They fly to Anchorage, Fairbanks or the Yukon, rent vehicles, vacation on Alaska's highways and fly home. Many of the motorhomes you see traveling Alaska's highways in the summer months are rentals.

Now with three National Scenic Byway designations in Alaska, the popularity of driving these highways will increase. Promotion through the "See America's Byways" launched last spring aims to encourage travel on the byways. Travelers seek out these special byways for their scenic, cultural, recreational and historic qualities.

Our highway visitors are an important segment of the tourism industry.

We look forward to the results of the research to better understand their habits and lure them to Alaska.

North to Alaska!