Competition for tourism remains fierce and many destinations have strong funding sources at their disposal. Alaska on the other hand, ranks 36th among the 50 states in terms of funding received from state government for tourism marketing. Competing destinations are inundating consumers with television commercials, travel stories, co-promotions, direct mail, brochures and internet marketing. If Alaska is to maintain its status as a desirable destination, the State and industry must join together and invest in tourism marketing so we can keep Alaska forefront in the minds of potential visitors.
The ATIA Board of Directors and Marketing Committee strongly believe that a $20 million marketing budget is needed in order to be competitive in the global marketplace. ATIA’s current budget of $10 million is 30 percent lower than the average state tourism office budget according to the Travel Industry Association of America’s Report of State Tourism Office Budgets, 2006/2007. Without additional funding, Alaska will see its market share erode. During the upcoming legislative session, funding decisions must be made so Alaska’s travel industry can grow. This is less a budget decision than it is an economic development decision and the benefit will be growth in the tourism industry, one of Alaska’s key renewable economic resources.
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