Ballet in the Sky: Aurora borealis attracts international tourists.

• Author: Simonelli, Isaac Stone
• Position: TOURISM

The dazzling dance of the aurora borealis draws thousands of tourists from out of state to Fairbanks and the Far North every year. While the pandemic has stifled the strategic development of international markets for the winter season in Alaska, there has been a surge in tourists from the Lower 48 seeking the exotic winter phenomenon while remaining in the United States.

"By far and away our greatest selling point that has enabled us to be so successful in our winter tourism has been the northern lights," says Scott McCrea, the president and CEO of Explore Fairbanks.

Fairbanks has worked strategically to diversify its tourism market beyond the typical summer months that define a lot of Alaska visitor industries, explains McCrea. The first major international tourism market Fairbanks tapped for the winter season was Japan more than fifteen years ago when Japan Airlines started direct chartered flights to the region. Explore Fairbanks worked closely with the Fairbanks International Airport and tour operators in Japan to secure the charters, which reached a peak of eighteen flights during the 2013/2014 winter season.

"That was really kind of our first big winter market, especially as it pertains to international visitation," McCrea says. Prior to the pandemic, the Interior was also seeing growth in the mainland China market.

"The Chinese market has an emerging middle class with increasing disposable income and a desire to come experience the aurora in Alaska," says Sarah Leonard, the president and CEO of the Alaska Travel Industry Association.

"Germany is another key market for Alaska both in summer and winter," she adds. "Through Travel Alaska's cooperative marketing program, individual business can purchase ad space in digital and print media, which we are able to get into these international markets."

McCrea points out that when working with foreign markets it's helpful to have personnel who speak the language and understand the culture. Explore Fairbanks produces marketing materials in Mandarin and Japanese. Additionally, it works with its tourism partners to do cultural training.

"Understanding cultural differences and being aware of how to make international guests comfortable is important," Leonard says. "Tourism operators can focus on translations, transportation, having some familiar food on hand, as well as engage with local tourism offices like Explore Fairbanks and Visit Anchorage to use the tools they have on hand for business members."

One of the challenges Interior Alaska faces in marketing itself as a premier northern lights...