State convention shows Alaska tourism thriving

At last week’s Alaska Travel Industry Association (ATIA) state convention in Juneau, the organization released preliminary numbers that indicate tourism in Alaska is alive and thriving – and almost hit a magical number in the 2014-2015 season.

ATIA CEO Sarah Leonard reported that visitor numbers to Alaska were just a few thousand under the 2 million mark, and while some of that increase is attributable to a moderate increase in cruise visitors, there are great signs for those in the tourism industry in Southcentral Alaska in the data.

Air traffic in Anchorage was up 10.5 percent during that time, thanks to more frequent flights from an increasing number of airlines. In Fairbanks, there was a 7.5 percent increase as well. This is great news for the Mat-Su Valley tourism industry, as those visitors fan out from their Anchorage or Fairbanks arrivals.

Also encouraging is a 10.8 increase in international air traffic – research has shown international visitors spend more money per day, and spend more days per trip, than their domestic counterparts. By increasing the number of international visitors, we also exponentially increase the economic impact they have in our community.

Statewide, the visitor industry accounted for $1.83 billion in direct spending, with 44 percent of that spent in the Southcentral region alone. That spending also creates demand for tourism-related jobs. In 2014-2015, one in 11 Alaskans was employed in the travel industry, for a total of 38,700 jobs. What’s even more impressive is that 50 percent of the statewide tourism industry jobs could be found in Southcentral Alaska. That’s money that circulates throughout our communities long after the peak tourism season is over in the form of purchased goods, taxes and other expenditures.

The 14,000-passenger increase in the cruise sector also benefits the Mat-Su Valley, even though you wouldn’t identify the area as your typical cruise destination. That’s because many of those passengers ultimately add on a pre- or post-cruise land portion of their vacation – meaning they are visiting our communities, staying in hotels, purchasing activities, eating in our restaurants and more.

Nationally, the U.S. Travel Association has forecasted an increase in leisure trips in 2016 and 2017, and a slight increase in spending per visitor, two more signs that tourism will continue to increase in Alaska as well.

Despite these increases in visitors, the travel industry in Alaska is facing challenges. A decreased statewide marketing budget and increasing competition from other destinations makes it vitally important that our marketing is targeted and effective. One of the greatest marketing assets we have is our fellow Alaskans. Do your part and be an ambassador for Alaska tourism – invite your friends and family to visit Alaska this coming summer and experience why it’s the best place on the planet, and an important piece to further economic development in our communities.

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