Shouldering our way into winter tourism

It’s no secret that the busiest time of the tourism season is the summer months, as cruise passengers complete pre- or post-cruise land tours to many of the Valley’s attractions and lodges. But just because summer is winding down doesn’t mean the tourism industry is — we’re entering into “shoulder season,” which presents great opportunities.

In the next few weeks, the last of the major group tour operators will come through, and some of the largest lodges in the Mat-Su Valley will close for another winter season. But there are still many operators open for business, presenting value for visitors, and often, a more personal experience.

Shoulder season is great for the in-state market, because many activity providers and accommodations have increased availability and offer “off-peak” discounts. This gives Alaskans a chance to explore their own backyard and save a few pennies in the process. We’ve all been guilty of letting summer get in our way of trying new things — have you trekked on Matanuska Glacier, ziplined in Talkeetna or hiked in Denali State Park lately? Shoulder season is the time to do it.

For business owners, it’s also a great opportunity to extend their season and increase revenue. Just last week, you could have found “sorry, no vacancy” signs on many local bed and breakfasts and lodges. The Alaska State Fair certainly helps keep those beds full through Labor Day, but many local B&Bs are reporting strong bookings all the way through the shoulder season and into the winter.

Those in the industry don’t necessarily see it as “shoulder” season, because that implies it’s leading into a dead period. We see it as “opportunity season.” Winter tourism has increased throughout Alaska, with more out-of-state visitors wanting to experience winter activities. This has led to a lengthening of the shoulder season as well, which helps our local economy.

It’s a bit misleading to think that tourism season only lasts 100 days in Alaska, from mid-May to mid-September. That is certainly the busiest time of the year for those in the tourism industry, but it’s not the only 100 days that matter. Marketing the off-peak season is important because it plays an important role in the overall success of the tourism industry. Shoulder season and winter are important to many local tour operators and accommodations owners — and judging by those “no vacancy” signs, it’s working.

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