Marketing Plan Archive

FY2007

As the Association begins its 7th year of operation, state support for tourism marketing continues to be of concern. Last year, legislation passed that changed the state’s matching contribution rate from 40% to 50%, but the matching rate is only part of the predicament. For Alaska’s visitor industry to grow and become a larger contributor to the state’s economy, additional funding is needed. ATIA has contended since its inception that an effective marketing plan requires an annual marketing budget of $20 million or more.

FY2006

As the Association begins its 6th year of operation, state support for tourism marketing continues to be of concern. However, the state has made changes that will help and Governor Murkowski’s administration is proposing the first substantial increase in funding in many years. Last year, legislation passed that changed the state’s matching contribution rate from 40% to 50%, but the matching rate is only part of the predicament. In the past, the legislature has placed a maximum amount (a cap) on the appropriation for matching dollars at $4 million. That cap results in an AlaskaTIA FY06 marketing budget of $9 million – $5 million from the industry and $4 million from the state.

FY2005

As the Association headed into its 5th year of operation, funding for tourism marketing continued to be the primary challenge. In FY04 the industry set aggressive fundraising goals, but early on found its limit in terms of what could be raised for tourism marketing. Worldwide events and troubled market conditions severely restricted what some small businesses were able to afford. Competition from other destinations continued to be fierce. Rising costs and the proliferation of media options compounded Alaska’s challenge to get its message heard in the global marketplace.

FY2004

In FY04, AlaskaTIA and its members strove toward meeting the challenge of raising the required funding match specified in the state contract. In order to sustain the current tourism marketing program, AlaskaTIA asked that the state’s contribution continued, at minimum, at its current level. AlaskaTIA needed additional state dollars to hit markets harder, faster and better than the competition.

FY2003

In FY03, the industry was required to dramatically increase the amount it contributed to the statewide marketing effort. The industry matched the state’s investment by 60 percent, which was double the required level in FY01 and FY02. Meeting this requirement represented a huge challenge and the industry and AlaskaTIA did everything possible to achieve that goal.

FY2002

"The Alaska Travel Industry Association (AlaskaTIA) is a statewide, non-profit, membership-based organization that represents over 900 businesses comprising all facets of Alaska’s visitor industry. Due to the decline in statewide marketing funds and a corresponding decline in visitor growth, the association was formed in an effort to regain Alaska’s competitive position as a visitor destination."