How Alaska Leaned Into its Indigenous Heritage for Tourism Growth

For years, a trip – cruise or land – to Alaska was defined primarily by the state’s natural beauty and abundant wildlife. Visitors might see totem poles somewhere along their travels, but their interaction with the indigenous history and culture of the state was minimal. That began changing some 10 or so years ago as more and more attractions built around Alaska’s indigenous heritage became available to visitors and Native Corporations started taking a more proactive role in defining Alaska tourism.

TMR wondered what was behind the seemingly sudden growth in indigenous-related travel experiences available in the 49th State. Turns out, the growth wasn’t as sudden as it first seemed. Instead, it’s a trend that’s been growing since the turn of the millennium, driven both by demand from visitors and those inside the state who knew Alaska had more to offer.

“Alaska is an indigenous place,” said Jordan Sanford, president of Doyon Tourism, Inc., one of several Alaskan Native corporations in the state. “Always has been, always will be.”

Doyon Tourism has operated the Kantishna Roadhouse, located deep in Denali National Park, since 1995 and has always made sharing the indigenous story of Alaska a part of its experience.

“We’ve shared our culture since the beginning,” Sanford said. “We’re happy to see the rest of Alaska picking this up and sharing accurate representations of the place and the people.”

Doyon Tourism recently partnered with another Native Corporation, Huna Totem Corporation, to create Na-Dena, a joint venture that is dedicated to “reimagining Alaska tourism” by blending historic traditions with modern travel experiences. Companies operated by the joint venture include Alaska Independent Coach Tours, Klawock Island Ventures, and Portage Glacier Cruises.

(Huna Totem Corporation is best known in the cruise world as the owner and operator of Icy Strait Point.)

Marketing Drives Demand, Which Drives Marketing

Trying to pinpoint what is behind the rise in indigenous tourism in Alaska isn’t easy.

Sanford told TMR she believes a change in marketing tactics, which put indigenous tourism front and center for Alaska has helped drive demand.

“People are probably more interested now that it’s more at the forefront for them,” she said, a sentiment Camille Feguson, economic development director, Sitka Tribe of Alaska, wholeheartedly agreed with.

“The creation of the awareness is really what it took,” she told TMR, adding that Sitka Tribe of Alaska has been leading the charge in generating awareness since the mid-90s. “I think the beginning of the changes happened back then.”

She said it “took a lot of blood, sweat, and tears” to get the state of Alaska to change how it marketed itself from a strategy built around demographics – Native history in Ketchikan, Russians in Sitka, gold panners in Juneau, etc. – to a strategy that was more encompassing.

Regardless of what accounts for the growth in demand, the fact is, the interest in indigenous experiences in Alaska is higher than its ever been.

“In general, clients show more interest in local immersion and are genuinely interested in meeting with locals,” Uly Silkey, a travel advisor at FROSCH by Chase Travel, told TMR.

Huna Totem’s CEO Russell Dick agreed.

“While we have always prioritized sharing our Tlingit culture and heritage with visitors at Icy Strait Point, we have seen a growing interest from travelers in the past few years,” he said. “There’s genuine curiosity to engage with our people and culture in an authentic way – learning about our history, language, arts, and way of life, and not just as a part of Alaska’s history, but as a thriving, living culture.”

Sanford also mentioned that the overall growth in demand for authentic experiences globally, which she called a “shift in the world,” has dovetailed with the growth of indigenous travel in Alaska.

Indigenous Is Authentic

While the word “authentic” gets bandied around within the travel industry without any solid definition, Sanford believes that indigenous travel fits solidly into the demand for more authentic experiences.

“It’s more meaningful and impactful. It touches you more emotionally,” she explained.

She added that there are many ways this can be accomplished with indigenous travel, from the sharing of traditions to storytelling, and more.

Klawock Cruise Port

At the new Klawock cruise port, a part of the Na-Dena joint venture between Huna Totem and Doyon, activities like totem carving demonstrations or meet-and-greets with local artists help build that immersive experience in a way that is genuine and not simply performative. Something Silkey said is important to her clients.

“If there is indigenous heritage, they [clients] like to get introduced in a way they do not feel as intruders but as welcomed guests,” she explained.

“We have partnered and work closely with Klawock Heenya, the local village corporation, to ensure that the cultural experience is authentic and meaningful,” Dick said.

Whittier Development

Huna Totem is also developing tourist infrastructure in Whittier and Dick said the approach there will be the same.

“As we develop this key gateway to Southcentral Alaska, we will integrate Alaska Native perspectives into the visitor experience, ensuring that Indigenous stories, art, and cultural elements are part of the fabric of the destination,” he said.

How Can Travel Advisors Connect Clients with Alaska’s Indigenous Heritage?

As Alaska’s tourism industry continues to embrace and proactively promote the State’s rich Indigenous heritage and culture, clients will look to their travel advisors for advice on how to have the most authentic experiences.

“I always encourage visitors to go to heritage sites,” Silkey said. “Meet with the locals and engage in an activity that showcases the rich heritage.”

If you have clients going to Icy Strait Point or Klawock, tell them to seek out local guides positioned on site specifically to engage with visitors.

“Icy Strait Point is built on Tlingit land; many of the team members are from the local community and we have several cultural ambassadors roaming the site offering insights into the culture and community,” Dick said.

He added, “We’ve always offered a cultural show that educates visitors about the Huna Tlingit traditions and have often featured local artists, dance performances and totem pole carvers.”

When looking for third-party tour or cultural experience operators, Sanford recommended looking for Native owned companies.

“First and foremost, any indigenous-owned and operated business is going to be a leader. There’s many non-indigenous owned businesses that do a great job, but these businesses [indigenous-owned] are likely going to be the leaders in the industry and paving the way.”

Attractions to tell your clients about, she said, include the Alaska Native Heritage Center in Anchorage and the Morris Thompson Cultural & Visitors Center in Fairbanks.

Most importantly, Sanford said, advisors should tell their clients, “Just be respectful, have an open mind, and be willing to learn about the culture.”

As Dick summed up, “Visitors to our state don’t get the full story of Alaska’s beautiful landscape if they don’t meet the people who have been connected to this land for thousands of years.”