Annual Reports

The past year was a dynamic time for ATIA and Alaska’s travel industry, marked by significant milestones, metrics, and challenges. The tourism industry continues to play a pivotal role in Alaska’s economy, generating $5.6 billion in total economic output, $3.9 billion in direct visitor spending to Alaska businesses, and supporting over 48,000 jobs. New research revealed the success of ATIA’s tourism marketing campaign. Visitors spent $378 in Alaska for each dollar paid in advertising. An incredible return on investment!

As a result of consistent investments in tourism marketing and the resiliency of the industry, between May of 2023 and April of 2024, we welcomed an unprecedented 3 million visitors to Alaska, beating previous records. Winter visitation numbers continue to grow with both Fairbanks and Anchorage reporting strong airport arrival and hotel occupancy rates during non-summer months.
This new high mark is a testament to our collective efforts to showcase the unparalleled beauty, adventure, and culture that make Alaska a year-round dream destination. This success reinforces the importance of our industry as a pillar of economic growth and stability for communities and families across the state.

But the industry faces challenges as independent travelers aren’t growing at the same rate as cruise passengers, dropping from 40% to 35% of total summer visitors last year. Furthermore, communities are facing initiatives to restrict cruise ships and passengers that ignore the work done with stakeholders to find meaningful solutions.

In FY24, we saw infrastructure developments across Alaska’s tourism landscape. Several communities upgraded their visitor facilities, including dock projects in Klawock, Whittier, and soon, an expansion in Seward to better accommodate passenger ships. New, expansive trails were opened in Denali National Park’s front country, and a record number of businesses attained certifications with Adventure Green Alaska for investments in sustainable tourism.

ATIA introduced a dedicated seat on the Board of Directors for a member of a federally recognized tribe in Alaska or a shareholder of an Alaska Native Corporation. The Cultural Enrichment Committee has moved from a marketing subcommittee to a full board committee, reflecting the significance of cultural tourism to the state and industry as a whole.

While we celebrate these successes, we must also prepare for the challenges and opportunities ahead. As we enter FY25, our priorities include advocating for sustainable tourism marketing funding, expanding partnerships, and supporting our member businesses to maintain Alaska’s position as a world-class destination.

Thank you to each of our members for your dedication, creativity, and resilience. The strength of our industry is due to your substantial efforts.

Sincerely,

Craig Jennison, ATIA 2023-2024 Board Chair
Jillian Simpson, ATIA President & CEO

View the 2024 Annual Report