Developments 2021: Peninsula tourism focused Alaskans in 2020

The peninsula’s tourism gurus have doubled the Kenai’s reputation as “Alaska’s playground” amid mass cancellations caused by the COVID-19 pandemic last summer. Looking ahead, they are optimistic about what this season could bring.

During a presentation to the Kenai Peninsula Borough Assembly during their March 2 meeting, Kenai Peninsula Tourism Marketing Council Executive Director Debbie Speakman said the peninsula will focus on recovery through 2021.

Speakman called 2020 “the almost non-existent year” and said they realized that Kenai’s summer tourism season would be affected around February.

“For the first time we sold the peninsula to residents of the peninsula,” said Speakman. “We asked them to enjoy their own backyards and, above all, to support local businesses.”

The local council worked with nationwide travel destination marketing and management organizations to campaign with Alaskans and encourage people to travel to their own community or to neighboring communities on the peninsula.

Posters with iconic Alaskan images like moose and skis advertised catchy phrases like “Alaskans are 6 feet apart” and “Please wear a mask” were the result of a unified marketing campaign designed specifically for Alaskans.

Companies in the peninsula had to accept mass cancellations in the summer of 2020 due to the COVID-19 pandemic, while they had already had a season of cancellations due to the Swan Lake Fire in 2019.

According to Speakman, Recreation and Hospitality lost more jobs in 2020 than any other sector in Alaska, and the impact of two lost seasons of tourism on the peninsula is becoming a net loss of jobs despite the 2021 gain and the loss of businesses that couldn’t survive mean. Full recovery will take years to complete.

Even so, Speakman said they are “optimistic” about tourism this season and expect they will be more popular than usual when the trip resumes. Events they are already looking forward to in 2021 include the 10th Annual Taste of Kenai, slated for August 28th, and Taste of Kenai: Homer Edition slated for June 5th.

For more information on the Kenai’s efforts to promote tourism and the Tourism Marketing Council, visit kenaipeninsula.org.

Reach reporter Ashlyn O’Hara at ashlyn.ohara@peninsulaclarion.com.