Frequently Asked Questions (FAQs): Alaska Tourism Improvement District (TID)

  • What do you mean by a Tourism Improvment District ?

  • A tourism improvement district or TID is like a business improvement district, including businesses that vote to assesses themselves for the improvement of a geographical location. Benefits of a TID go to the payers or those businesses that are being assessed. A TID is created by governing law, in this case a state statute, giving the industry the tool to assess itself to support statewide tourism marketing. Legislation creating an Alaska TID would also include a mechanism for industry to vote out or terminate the assessment.

    A statewide Alaska TID could be created by state statute and include levels of assessment for different sectors of the tourism industry. As part of the legislation, industry can vote in, increase, decrease, and/or eliminate the assessment. Industry pays the assessment for statewide tourism promotion. Government collects the funds. The TID is governed by participating industry payers and the program is implemented by an existing industry association. Industry can disestablish the assessment through a voting process, offering a level of control over the funds

  • When you say “assessment” don’t you just mean a tax?

  • An assessment through a tourism improvement district is not a tax. Where a tax collected by government supports public services in general, any assessment through a tourism improvement district must benefit those being assessed and is allocated to tourism promotion.

  • Which business sectors would be assessed?

  • The Alaska Travel Industry Association (ATIA), along with Alaska Tourism Marketing Board (ATMB) members, are proposing a mix of current and new revenue as part of an Alaska TID assessment. Industry leaders have focused on revenue that could be collected from visitors, with the least impact on Alaska residents. Additionally, initial industry feedback emphasized any new assessment should be broad-based and not target one industry sector.

    Using a 1 percent assessment on gross revenue derived from businesses that provide accommodations, tour activities and attractions could generate over 7 million for tourism promotion.

    Additionally, the State of Alaska collects revenue from a statewide vehicle rental car tax or the VRT (10% cars and 3% RVs). With an investment of the State of Alaska through the VRT, combined with a 1% assessment on the tour activities, attractions and accommodations sectors of the tourism industry, Alaska could well be on the way of having a competitive statewide marketing program again.

  • What would the assessment fund?

  • An Alaska Tourism Improvement District and assessment would fund statewide destination marketing. This includes advertising, public relations activities, travel trade and international marketing strategies, website efforts, and research. It would not be used for capital or infrastructure projects.

  • Why do we need an assessment?

  • Because of the State of Alaska’s (SOA) fiscal challenge, receiving operating support from the SOA’s general fund is no longer realistic. Governor Walker vetoed and reduced several programs’ funding at the end of the legislative session in June, 2016. This included a reduction to the tourism marketing funding, leaving $1.5 million to be allocated in 2017. This is a drastic decrease in general fund support for tourism marketing, down from funding levels in the $16 million-$18 million range.

    Additionally, the legislature inserted language into House Bill 256, the FY17 operating budget (Sec.1, page 6, lines 18-23) that “the tourism marketing board develop a plan to phase out reliance on unrestricted general funds for marketing, moving towards a self-sustaining program funded by industry.”

    An Alaska TID, including an industry assessment, is one way to fund statewide destination marketing in Alaska that adds more certainty and sustainability to future funds.

  • Why the Vehicle Rental Car tax (VRT)?

  • Existing vehicle rental car tax legislation includes language that says revenue may be allocated to tourism promotion. However, the State of Alaska’s Constitution prohibits dedicating funds to any program. Until this year, Alaska’s tourism marketing program has received support in the range of or above what has been generated by the VRT. ATIA is advocating for support of the TID concept which includes VRT revenue and combines it with new revenue in the form of the assessment, thus honoring the intent of the original VRT legislation.

  • Doesn’t Alaska benefit from cruise industry marketing and exposure from reality show?

  • The old saying that “any promotion is good promotion” can be true to a point. Alaska reality shows are popular and Alaska’s cruise partners will continue to market their product and experiences. However, these efforts, which can be complimentary, are not part of an overall and comprehensive marketing program.

  • Why aren’t other industry sectors included? Like the cruise industry, or retail?

  • The ATIA Board of Directors initially researched revenue that could be generated from the cruise, air, transportation, retail, food and beverage sectors. Complicated legal issues would make it very challenging and costly to assess businesses operating interstate transportation and are subject to federal commerce laws. However, the Alaska TID concept recognizes visitors traveling to Alaska aboard a cruise ship and/or a major airline. These travelers would pay an assessment through any tour activities, attractions and accommodations they visit, as those sectors are being considered as part of the Alaska TID.

    The ATIA Board of Directors also researched other various forms of revenue, including broadening any assessment to include retail and gift shops and restaurants and bars. In reviewing examples from other communities, industry leaders chose to focus initially on these primary industry sectors: vehicle rentals, tour activities and attractions, and accommodations.

    In developing legislation, the ATIA Board of Directors included language that would allow retail and restaurant businesses to be included in an AK TID assessment, if industry determines it make sense to do so.

  • How would an assessment impact my business?

  • If your business operates in one of the tourism industry sectors, your business would receive a notice from the State of Alaska for payment of a percentage – whatever level voted on by industry – assessment on gross revenue derived from visitors/tourism. Businesses can pass on the assessment cost to visitors on a payment document (invoice). The assessment is collected by the State of Alaska and can be allocated to ATIA to use for tourism promotion.

    Any assessed business must benefit from the revenue collected. This is a key component of a tourism improvement district. The payers, or those businesses collecting and contributing to the AK TID, benefit from the revenue. Senate Bill 110: TravelAlaska Act includes language outlining a re-authorization or vote by industry of the assessment after six years.

  • What are the potential costs to the State of Alaska for enabling an Alaska TID and assessment?

  • The State of Alaska includes the Department of Revenue and other divisions that are already collecting and processing various fees and taxes. ATIA would partner with the State to utilize existing staff and resources to minimize any administrative expenses.

  • Why do we need a statewide destination marketing program?

  • Alaska will not remain competitive among other domestic or international destinations at the level of $1.5 million for tourism promotion. Research and case studies show when other destinations have reduced and/or cut their tourism marketing, they see reductions in visitation and visitor spending, along with market share.

    In 1993 Colorado repealed their tourism funding legislation and within two years lost 30 percent of its U.S. visitor market share. Conversely, during a recession, Michigan doubled their state tourism marketing funding, launched the Pure Michigan campaign, and generated $6.6 billion in visitor spending.

    More recently, San Diego held off allocating tourism promotion funding and in a short time lost $560 million in visitor spending and $24 million in reduced tax revenues.

    In 2010, Connecticut eliminated their entire tourism marketing budget and travel-related tax revenue growth slowed to half the pace of the rate during slow economic times (2009-2010).

    In 2011, Washington shut down their tourism office and saw competing states increase their tourism promotion budgets and capture increased visitor spending.

    Without a strong tourism marketing program and level of funding, Alaska’s tourism businesses will not be able to maintain or increase market share and attract visitors. These visitors, in turn, are contributing, through various taxes and fees, to local economies and the state economy. This economic activity has allowed business owners to be able to provide jobs to Alaskans and helped communities pay for local services.

  • What does a statewide destination marketing program do for your business?

  • A strong destination marketing program generates brand awareness and keeps Alaska as a top visitor destination. It can compliment your own business marketing strategies and leverage those marketing opportunities that individual businesses can’t do on their own. In the past, Alaska’s tourism marketing program has included national television advertising, magazine and direct mail campaigns and has supported a representative to sell Alaska to domestic and international markets. Alaska is not able to afford these marketing activities. And, for the first time in 40 years, Alaska did not produce a main printed piece: The Official State Vacation Planner . These marketing strategies have been successful in past years in maintaining our share of certain markets and in keeping Alaska top of mind of potential travelers.


New Alaska Cooperative Marketing Opportunities are Now Available

There are a variety of options for your business or organization to leverage Alaska’s national marketing campaign to reach highly qualified potential visitors. See what’s available on the Coop Marketing Programs page.