Tourism Works for Alaska

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Did you know…Tourism in Alaska generated $5.6 billion in total economic output last year, including $3.9 billion in direct spending? Or that Alaska competes with other states and countries as a year-round destination, attracting travelers to experience our wildlife, glaciers, northern lights, culture, cuisine, and hospitality? Learn more about how Tourism Works for Alaska below.

The Alaska Travel Industry Association (ATIA) works tirelessly to provide marketing resources, education opportunities, and statewide advocacy to promote the Alaska tourism industry as one of the state’s major economic forces. ATIA’s Tourism Works for Alaska initiative promotes the importance of tourism to our businesses and our communities.

Tourism Impacts

Alaska’s tourism industry is a renewable natural resource and a major contributor to Alaska’s economy. Explore ATIA’s collection of visitor industry research and see some highlights below:

  • Tourism is a renewable resource.
  • Over 3 million visitors came to Alaska between May of 2023 and April of 2024.
  • Visitor spending increased 40% from 2016 to 2022.
  • Travelers spend an average of 8.5 nights in the state.
  • Tourism is responsible for $3.9 billion in direct spending in 2022-23.
  • Tourism is responsible for $5.6 billion in total economic impact to Alaska in 2022-23.
  • Tourism supported 48,000 jobs in 2023
  • Tourism generated over $157 million in revenue for the State of Alaska in 2023 through permits, fees, tickets, and taxes.
  • Tourism marketing investments keep Alaska top-of-mind among travelers considering competing destinations around the world.

Statewide Tourism Marketing Return on Investment

The Alaska Travel Industry Association promotes Alaska as a top year-round visitor destination and works to increase the economic impact of tourism in Alaska. National and international marketing campaigns are conducted on behalf of the State of Alaska under the brand of Travel Alaska. Learn more about the return on investment for Travel Alaska statewide tourism marketing through this flyer and the highlights below:

  • $2.1 billion influenced visitor spending from Travel Alaska paid media in 2023. The average trip spend was $3,420. Independent visitors accounted for 71% of influenced spending.
  • 615,500 ad-influenced trips. Travelers who saw paid media were 2x more likely to visit Alaska than those who didn’t.
  • $378 to $1 return on investment for funding allocated to Travel Alaska paid media in 2023.
  • Reach: 15 million households. With $5.5 million invested in 2023, ATIA’s paid media reached more than 15 million households, with a cost per aware household of $0.37. For other state destination marketing organizations spending similarly to ATIA, the average is $0.42, illustrating that the 2023 paid media campaign was more efficient than average.
  • Top 10% of destination marketing organizations. The Travel Alaska paid media campaign garnered high ratings for both its ability to communicate desired messages and impact consumer behavior, ranking among the top 10% of all destination marketing organizations for creative ratings.
  • Public & media relations boosts the message. Public and media relations generated 3% more ad recall for paid media, resulting in additional interest and visitation.

Thank you to the Tourism Works for Alaska sponsors:

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Become a Member

Becoming a member of ATIA opens opportunities to benefit and grow your business or organization and strengthens the industry as a whole. Tourism is a top economic force for Alaska and by joining the broad-based membership of ATIA, you help ensure our industry continues to generate jobs and revenue while providing a thriving future for Alaska.