How to Prepare Your Marketing for the Upcoming Tourist Season
Tourism season in Alaska is more than just an economic driver—it's a defining feature of summer in the Last Frontier. With its breathtaking landscapes, abundant wildlife, and iconic adventures, Alaska draws over 2 million tourists each year, many arriving between May and September. This influx presents a golden opportunity for businesses in Anchorage and beyond to attract new customers, increase revenue, and showcase the best of what the state has to offer.
But here's the key: preparation is everything. To make the most of the upcoming tourist season, you need a strategic marketing plan tailored to meet the unique needs and interests of Alaska's visitors. At Orange Slice Marketing, we've put together this guide to help your business stand out and thrive during one of the busiest times of the year.
Why Prepare Early for Tourist Season?
As Alaskans, we understand how transformative summer can be. After a long, dark winter, the summer tourist season brings new energy and excitement to local businesses. However, this also means increased competition as businesses across industries—from dining and lodging to adventure tours and retail—vie for tourist dollars.
Preparing your marketing efforts early ensures that:
Your business is front and center when tourists begin planning their Alaska trips.
You can capitalize on peak season demand without scrambling at the last minute.
You're ready to deliver a polished and memorable experience that keeps customers coming back.
Step 1: Understand Your Audience
Tourists visiting Alaska come from all walks of life, but their motivations for traveling here often fall into a few key categories:
Adventure Seekers: Looking for outdoor activities like fishing, hiking, glacier trekking, and wildlife viewing.
Cruise Ship Travelers: Often older and drawn to curated experiences, day tours, and shopping for local souvenirs.
Family Travelers: Seeking family-friendly activities and accommodations.
Cultural Enthusiasts: Interested in Alaska Native art, history, and traditions.
Take time to identify which audience aligns best with your business offerings. For example:
If you're a restaurant, highlight unique Alaskan cuisine like fresh-caught salmon or reindeer sausage.
If you're a retail store, promote locally made crafts or souvenirs.
If you offer adventure tours, tailor messaging to adrenaline junkies or families seeking outdoor fun.
Step 2: Optimize Your Online Presence
When planning their trips, most tourists will research their options online. Having a strong online presence is crucial to attracting and engaging potential customers. Here's how to do it:
Update Your Website
Ensure your website is mobile-friendly, as many tourists will search for services on the go.
Include up-to-date information about your hours, location, pricing, and seasonal offerings.
Highlight testimonials or reviews from previous tourists to build trust.
Claim and Optimize Google My Business
Add photos of your business, update your contact information, and regularly post updates or events.
Use keywords like "best seafood restaurant in Anchorage" or "top Alaska glacier tours" to improve your local search ranking.
Leverage SEO
Create blog posts or landing pages that cater to tourist-related searches. For example:
"Top Things to Do in Anchorage This Summer"
"Where to Eat After Visiting Denali National Park"
"The Best Local Souvenirs to Bring Home from Alaska"
Step 3: Invest in Social Media Marketing
Social media is a powerful tool for connecting with tourists before they even step foot in Alaska. Platforms like Instagram, Facebook, and TikTok are particularly effective for showcasing the beauty and uniqueness of your offerings.
Content Ideas:
Post high-quality photos and videos of your products, services, or location. For example, a restaurant could post images of fresh seafood dishes, while a tour company could share clips of customers spotting whales or bears.
Highlight seasonal deals or promotions specifically for tourists.
Use geotags and hashtags like #VisitAlaska, #TravelAnchorage, or #AlaskaAdventures to increase visibility.
Collaborate with Influencers
Partner with travel influencers or local content creators who can promote your business to their audiences. Look for individuals who have experience in Alaska tourism or outdoor adventure niches.
Step 4: Create Tourist-Friendly Promotions
Everyone loves a good deal, and tourists are no exception. Consider creating special promotions or packages tailored to the summer season, such as:
Discounts for Groups or Families: Encourage families or groups traveling together to book your services with bundle pricing or discounts for kids.
Seasonal Packages: Combine your offerings into themed experiences. For instance, a kayak rental company could offer a "Summer Sunset Package" that includes equipment rental and guided tours.
Loyalty Incentives: Encourage repeat visits by offering discounts for customers.
Step 5: Partner with Other Local Businesses
Collaboration is key during tourist season. Partner with complementary businesses to create mutually beneficial promotions. For example:
A restaurant could partner with a local brewery to offer a dinner-and-drinks package.
A tour company could collaborate with a souvenir shop to provide discounts for customers who book with both businesses.
Additionally, consider partnering with visitor centers, hotels, and cruise companies to distribute brochures or advertise your services.
Step 6: Plan for the Unexpected
Summer in Alaska is unpredictable, from weather changes to surges in tourist demand. Prepare your marketing and operations to adapt quickly:
Flexible Messaging: If bad weather cancels tours or activities, promote indoor options or alternative experiences.
Scalable Services: Ensure you have enough staff and supplies to handle peak demand while maintaining quality service.
Examples of Alaskan Businesses Excelling During Tourist Season
Alaska Wildlife Conservation Center
Campaign: Promotes its unique wildlife experience through Instagram reels and stories, showcasing rescued bears, bison, and moose.
Why it works: High-quality visuals and consistent posting attract tourists looking for family-friendly attractions.
49th State Brewing Co.
Campaign: Highlights its seasonal menu and scenic rooftop views in Anchorage with frequent social media posts.
Why it works: Engages locals and tourists focusing on authentic Alaskan flavors.
Major Marine Tours
Campaign: Uses blog posts and email newsletters highlighting the best times to book glacier and wildlife cruises.
Why it works: Combines valuable planning tips with enticing photos and customer testimonials.
Final Thoughts
Preparing for Alaska's summer tourist season requires a mix of planning, creativity, and adaptability. Your business can stand out in a competitive market by understanding your audience, optimizing your online presence, and leveraging promotions and partnerships. Whether you're in Anchorage or a remote corner of the state, the key is to connect with visitors in a way that feels authentic and memorable.
Need help crafting the perfect marketing strategy for this tourist season? At Orange Slice Marketing, we specialize in helping Alaskan businesses shine. From social media campaigns to website optimization, we're here to ensure your summer is a success.
