Tourism Development and Marketing

Tourism Marketing Program

The State of Alaska implements a targeted and creative tourism marketing campaign in cooperation with the travel industry to increase brand awareness and year-round visitation. The tourism marketing program offers fresh ideas to attract visitors to your place of business, and opportunities are open to all tourism-related Alaska businesses. We encourage you to choose the programs that work best for your company.

Alaska Visitors

Photo Credit: Alaska Tourism Marketing Program

Tourism Marketing Programs
Official State Vacation Planner

The Vacation Planner is the official visitor publication produced by the State of Alaska. Visitors depend on this guide for up-to-date Alaska trip-planning information. Each year, planners are distributed to 470,000 people who have expressed an interest in visiting Alaska.

Magazine Advertising

Leverage the state’s buying power to reach consumers. The State of Alaska selects high-performing national magazines and handles all of the media buying. Businesses receive consumer leads directly from the magazines. The cost to advertise is less than if you were to buy the space yourself.

People don’t like to wait – they want information now. That’s why it’s important to have your ad on averages 170,000 visitors to the site each month, and site visitors click through to member websites at an average of 51,000 times per month.

Banner Ads

Banner ads are available on – the Official Alaska Travel consumer website – to any business interested in marketing to our 2 million annual web visitors. Banner Ads increase the visibility of your product because they are visually interesting and are shown on multiple pages of our consumer site.

Travel Specials

Market your Alaska Travel Special to Alaska’s 2 million annual web visitors. To maximize your exposure, Travel Specials are always featured in the MyAlaska e-newsletters which are broadcast monthly to over 250,000 inquirers. Use this opportunity to test multiple promotions to identify your strongest message. These ads are placed in 30-day increments and remind travelers that Alaska is affordably “Within Your Reach.”

Direct Marketing Leads

Reach potential visitors with your marketing message by using the mailing labels program or the email leads program.

Direct Mail Leads

Alaska’s national advertising campaign generates over 600,000 high-quality leads each year from direct mail, TV, magazines and the Internet. All ads encourage potential travelers to contact the state to request the Official State Vacation Planner. Respondents answer a series of questions that allow us to offer highly qualified leads based on intent to visit, demographics and interest categories. Businesses can access the database for their own marketing efforts.

Email Leads

The State of Alaska’s national advertising program will generate over 600,000 requests for Alaska travel information, and approximately 45% will provide their email address. These consumer inquirers complete a survey allowing the State of Alaska to build a list of high qualified consumers who can be segmented by demographics and interests. Businesses can access the database for their own marketing efforts.

Trade Shows

Join the state of Alaska in person at the Alaska booth or have your brochures distributed if you are unable to attend.

JATA Tourism Forum & Travel Showcase

This two day conference for overseas and domestic travel industry professionals, including media, is open to the general public. JATA is Asia’s largest travel event attracting 37,000 travel trade representatives and media plus over 70,000 consumers. Nearly 90% of those attending are interested in international travel.

International Luxury Travel Market

ILTM Americas Exhibitors have direct access to exclusive Americas travel buyers through pre-arranged meetings. These precise, targeted face-to-face appointments provide the perfect opportunity to develop new business, enhance relationships, enrich your knowledge and deliver return on investment.

China International Travel Mart

CITM is the largest professional travel show in Asia and an important event for the Chinese to plan their world travel. Previous CITMs included more than 2,100 booths representing 94 countries.

International Tourism Exchange

ITB is the world’s largest travel show with over 111,000 trade professionals in attendance. International and German tour operators, travel agents, and the international press all come to the Discover America Pavilion in large numbers to learn what is new in the Alaska market.

International Pow Wow

U.S. Travel Association’s IPW is the travel industry's premier international marketplace and the largest generator of travel to the U.S. More than 1,000 U.S. travel organizations from every region of the USA (representing all industry category components) and close to 1,200 international and domestic buyers from more than 70 countries meet during three days of intensive pre-scheduled business appointments.

Sales Missions

One of the most effective ways to work with international wholesalers and media is to visit them where they live. Join the State of Alaska as we conduct sales missions and workshops with highly qualified tour operators. Workshops combine travel agent training seminars, sales calls, media briefings and meetings with key industry executives.

Alaska Down Under Workshops

These sales workshops promote Alaska to the Australia travel trade and media and offer your business exposure to 340 travel agents, tour operators, wholesalers and media in Alaska’s largest overseas market.

Western Australia Training Seminar

Perth was added to Alaska's sales mission in Australia during 2013. Perth is the largest city in Western Australia and is the center for Australia's massive mining industry.

International Web Sites and Travel Planners

The German, Korean and Japanese websites are an ideal and cost effective way to reach potential travelers in three of Alaska’s key international markets. A newly created Chinese website was launched June 2013. The State of Alaska also produces foreign language guides in German and Japanese. Display ads in the foreign language guides include translation.

Domestic Trade
Tour Operator Marketing
Meet Alaska Directory

Get your product information directly in front of tour operators looking to build package tours to Alaska. The directory will be available in both a printed and electronic format and distributed at trade shows as a booklet and on a jump drive which will be loaded with the interactive directory.

Join the Alaska delegation at a variety of industry conventions that focus on conducting one-to-one business meetings with tour operators. These are ideal venues for you to sell your product and be included in Alaska tour itineraries.

United States Tour Operators Association Marketplace

Associate members can showcase destinations, hotels, and other travel services at this members-only conference and marketplace.

American Bus Association Marketplace

Marketplace is an active, vibrant forum of buyers and sellers where more than 3,500 tour operators, suppliers and exhibitors come together to kick off a new year of business opportunity and growth. This sponsorship enables Alaska to have a booth on the marketplace floor. Only those who co-sponsor may distribute brochures from the Alaska booth.

National Tour Association Convention

NTA is the leading association for professionals serving travelers to, from and within North America. By participating in the Alaska booth, you will increase exposure for your business/destination and have the ability to distribute your marketing brochures directly to NTA members. For detailed conference information, please visit

Go West Summit Co-Sponsorship

This sponsorship enables Alaska to have a booth on the marketplace floor. Only those who co-sponsor may distribute brochures from the Alaska booth. The Go West Summit introduces the world's top international tour operators to specialty suppliers offering tourism-related products or services in the Western United States and Canada.

Travel Agent Marketing

Cruise3Sixty attracts more than 2,000 motivated travel agents, cruise line and travel industry executives from across the country.


Public relations events provide businesses and communities with the opportunity to meet some of the nation’s most influential and prolific travel journalists. Information exchanged at these events can lead to increased media exposure.

Alaska Media Road Show

Alaska Media Road Show is the signature media event of the State of Alaska tourism office, offering North America's most influential travel writers the opportunity to experience Alaska by meeting representatives of the unique communities and exotic locales that make up our state.

Marketing/Advertising Plans and Quarterly Reports
Marketing Program Research
Contact Us

Kathy Dunn
Tourism Marketing Manager

Jesse Carlstrom
Tourism Development Specialist