Destination Alaska: marketing to emerging economies.

• Author: Tobenkin, David
• Position: TOURISM

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China, India and Brazil: Alaska tourism experts have few doubts these and other emerging economic powerhouses will prove to be sources of future tourists. While a formal study of visitors to Alaska from these and other countries has not been conducted since 2006, when many of these markets were statistical hash marks, there are signs of increased tourism. The rise of South Korea as a major source of tourists for the state in recent years offers a clear roadmap for increased tourism from countries with emerging economies.

"We think that the number of visitors from these countries has gone up dramatically from 2006 based upon subsequent annual estimates," says Ron Peck, president and chief operating officer of the Alaska Tourism Industry Association (ATIA). "As of 2006, 15 percent of visitors to Alaska are from another country. We think that when the new study is completed in February 2012, the number will be greater."

"I really think (tourism from emerging economies) is becoming more significant," says Julie Saupe, president and chief executive officer of the Anchorage Convention and Visitors Bureau (ACVB). "Anecdotally, over the past three summers, we have observed greater numbers of visitors from some of these countries. Certainly India has gained quite a bit of ground. Working with emerging countries and making sure they are recognized as sources of tourism is extremely important."

Specialty tour operators serving visitors from those markets confirm growing interest in Alaska as a destination.

LATIN AMERICA

"Latin Americans' interest in Alaska has been increasing every year since we began working in this market 12 years ago," says Arturo Herrera, president of Anchorage-based Alaska Latin Tours LLC, a receptive tour operator that provides an array of services to Spanish- and Portuguese-speaking visitors.

Herrera attributes the increased interest from Latin Americans to two specific factors: technology and politics.

"Several programs broadcast about Alaska on cable TV have showcased Alaska and triggered interest in coming to experience its natural wonders, such as 'Deadly Catch' and 'Ice Roads,'" Herrera says. "And in politics, Sarah Palin funneled the eyes of the entire world on Alaska when she ran for vice president during the last national election. That was big-time exposure and promotion for Alaska, as has been her reality TV show. In addition, the Internet is increasing interest in Alaska, as any kind of...