PR
Alaska Travel Industry Association
20 years of crisis management
Introduction - The Why
Tourism is one of Alaska’s most important economic engines, generating billions in direct visitor spending every year and supporting billions more in statewide economic impact. Representing over 600 businesses across the state, the Alaska Travel Industry Association (ATIA) serves as the leading voice for Alaska’s travel sector.
For more than two decades, Thompson & Co. has partnered with ATIA to safeguard the industry and the destination’s brand by building and maintaining a robust crisis communications framework. Whether responding to natural disasters, public health emergencies or industry-specific incidents, ATIA needs a trusted partner to protect both travelers’ confidence and the state’s reputation as a world-class destination.
The Approach
T&C developed and continuously refines a comprehensive crisis communications plan for ATIA that balances flexibility with detailed scenario guidance. The plan is designed to address broad crisis categories while also providing tailored protocols for high-profile events like plane crashes, cruise ship incidents, and statewide disasters.
Each year, T&C collaborates with ATIA to review, update, and test the plan through desktop drills. This approach ensures that lessons learned are embedded into the strategy, keeping Alaska’s tourism industry prepared and resilient. A deep bench of experts—both in Alaska and remotely in the Lower 48—ensures immediate, round-the-clock activation capacity.
Tactics & Execution
Plan, review, practice, repeat
We make annual updates to the step-by-step crisis plan, hold desktop drills simulating multiple crisis scenarios and integrate of new learnings into the master plan.
Deep bench of experts
We offer an on-the-ground team of Alaskans supported by remote professionals that cover nearly every U.S. time zone., and we have an immediate, 24/7 response capacity, with staff certified in FEMA’s National Incident Management Systems (NIMS) and Incident Control Systems (ICS). T&C brings a proven record of assisting tourism industry members during such incidents as earthquakes, pandemics, missing persons cases, fatalities and plane crashes.
Results & Conclusion
Over two decades, ATIA’s partnership with T&C has provided Alaska’s tourism sector with an unparalleled safety net in times of crisis. The team has successfully navigated challenges ranging from the 2018 Anchorage earthquake to the COVID-19 pandemic, consistently protecting traveler confidence and industry reputation.
This long-term collaboration demonstrates the power of preparation, relationships, and expertise. By combining rapid response with strategic communications, T&C ensures that Alaska’s tourism industry remains resilient, credible, and ready to welcome visitors—even in the face of unexpected challenges.
