Performance Details

Department of Commerce, Community, & Economic Development - Tourism Marketing

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Mission

Promote economic development opportunities through the expansion of Alaska's visitor industry.

Core Services

• Tourism Marketing

Mission Results	Core Services
A: Economic opportunities for Alaskans are optimized.  Details > TARGET #1: Increase economic output as expressed by the change in visitor-related labor income and total spending. TARGET #2: Maintain or improve total visitor-related employment. TARGET #3: Increase visitor-related revenue (taxes and fees) as a result of increased economic activity.	A1: Tourism Marketing  Details > TARGET #1: Increase visitation to Alaska through an effective destination marketing program.

Performance Detail

Target #1: Increase economic output as expressed by the change in visitor-related labor income and total spending. Methodology: Economic Impact of Alaska's Visitor Industry, 2014-2015. Year shown is a 12-month period from October to September. Analysis of results and challenges: Visitor-related labor income was up by six percent in 2014-2015 compared to 2013-2014; total visitor-related spending was also up by six percent. The increase between the two periods generally reflects the increase in visitor volume (seven percent).

Target #2: Maintain or improve total visitor-related employment. Methodology: Economic Impact of Alaska's Visitor Industry, 2014-2015. Year shown is a 12-month period from October to September. Analysis of results and challenges: The employment numbers include full- and part-time jobs, including all direct, indirect and induced impacts. Employment increased by three percent in 2014-2015 compared to 2013-2014. The slight increase between the two periods generally reflects the increase in visitor volume.

Target #3: Increase visitor-related revenue (taxes and fees) as a result of increased economic activity. Methodology: Economic Impact of Alaska's Visitor Industry, 2014-2015. Year shown is a 12-month period from October to September. Analysis of results and challenges: Amounts reflect visitor-related revenues to municipal and state governments and include revenues from sales and lodging taxes, dockage/moorage fees, Alaska Railroad, Alaska Marine Highway non-resident fees, non-resident State Fish & Game licenses/tags Commercial Passenger Vessel Tax, Passenger Gambling Tax, Vehicle Rental Tax, ocean ranger program and commercial passenger vessel environmental compliance program revenues. Excluded from revenue totals are corporate income taxes, property taxes, airport fees, State Parks user fees, State Museum revenues, among others.

Target #1: Increase visitation to Alaska through an effective destination marketing program. Methodology: Weekly tourism response reports, year-end advertising reports and Alaska Visitor Statistics Program reports. Analysis of results and challenges: Reach is the total number of impressions generated from all television advertising and response is the total number of requests for Alaska travel information received during the year. Visitation is the number of visitors to Alaska based on the findings of the Alaska Visitor Statistics Program. The tourism marketing program saw a decrease in reach and responses in 2016. This decrease can be attributed to the decrease in marketing funding and media placements. Visitation saw a slight increase in visitation. Fluctuations also occur from year to year based on the number of advertising tests conducted.

Current as of July 19, 2019