The first quarter of 2024 ended strong, with off-season visitation meeting or exceeding historical averages. The non-summer months continue to show potential for further growth for Anchorage.
Monthly Volume and Revenue
Passenger counts at the Anchorage airport for March were up 5% from the same time in 2023. More than 176,000 people passed through security at the airport, including Anchorage residents, other Alaskans, and Outside travelers.
Visitor Information Center visits at the log cabin downtown and at the airport information centers increased in Q1 by 33% compared to the same period in 2023. Both Rondy and the Iditarod weekends had increases in visitation compared to same weekends the year prior.
Hotel demand in March was down slightly, less than 1%, compared to 2023. Through the first three months of the year, hotel demand remains better overall than 2023. Average daily rate rose in March slightly to $157 per night. Despite the dip in demand, hotel revenue increased year over year.
Hotel revenue is an early indicator for quarterly municipal hotel bed taxes. Anchorage hotel taxes are paid by visitors. Split three ways, the hotel taxes go to the general fund, cover operations, maintenance, and improvements at the Anchorage Convention Centers, and also are reinvested in tourism marketing and promotions.
Marketing and Promotions
Visit Anchorage doubled ad impressions in Q1 year over year. The organization saw better performance from some longstanding digital campaigns, but also added some new formats into the mix, and ramped up several campaigns in March and into April as well.
Website traffic on Anchorage.net was up in March compared to the same period last year. While signature winter events like Fur Rondy and Iditarod fuel a spike at the beginning of the month, much of the increase came later in March from the paid digital campaigns.
Visitor Research
Visit Anchorage also shared findings from a research project conducted over the winter.
The Anchorage Air Visitor Profile & Economic Impact Study was fielded in February and March via Wi-Fi at the Anchorage airport.
Nonresidents reported spending an average of $1,529 per party during their time in Anchorage this winter. On average, travelers from outside Alaska average 3.4 nights in Anchorage during their visit to Alaska. Visiting breweries/distilleries, northern lights viewing, wildlife viewing and glacier visits topped the list of most popular Anchorage activities for travelers from Outside of Alaska.
Detailed findings will help inform future advertising, imagery, messaging, and product development, and give Anchorage the best picture of the most likely travelers to pursue. The survey will also be in the field for summer 2024, with adjustments made to reflect the season and improve user experience.
