Tourism
Dear Editor: I am deeply disappointed, disheartened, and discouraged by the recent conversations surrounding Sitka’s tourism industry. The dialogue has become increasingly divisive, often fueled by misinformation from all sides, and it’s causing fractures in our community.
While many anecdotes and opinions about tourism have been shared in this paper, on social media, and in public forums, crucial aspects of the industry remain misunderstood. I’d like to offer some perspective from a tour operator’s point of view.
As a third-generation Sitkan, I feel an unshakable bond with this place. When I graduated from Sitka High School in 2012, I had no intention of returning after college. However, in 2018, what was meant to be a temporary summer film project turned into something permanent. I unexpectedly found my way into the tourism industry in 2019 – something I had never planned – but quickly discovered a passion for sharing our island’s beauty, culture, resilience, and history with visitors.
In my first few years working for Sitka Bike & Hike, I was simply a lead guide. I took groups biking, hiking, drinking, and eating. It felt less like a job and more like getting paid to be outdoors and connect with people from all over the world. Over the years, I’ve built amazing connections, with many guests returning year after year. Just this summer, I guided a gentleman on his fifth bike and hike tour. He does it every time he comes to Sitka because he loves it. Despite having a different guide each time, he always learns something new.
Last year, I took on a new role as the face of the company, running daily operations. I was at the dock nearly every day, greeting almost every passenger who disembarked. Something about our staff wearing bright orange turns us into beacons guests seek out for information. I took it upon myself – not because I had to, but because it’s the Sitkan thing to do – to learn about every operator, attraction, and activity in Sitka. My goal was to help every visitor enjoy their time here, whether they had a tour with us or not. Kindness, respectfulness, and hospitality aren’t just vital to tourism – they’re values I’ve always known Sitkans to embrace.
In 2022, I began training to take over one of Sitka’s oldest and largest tour companies, with a planned ownership transition in 2027. But that plan changed in July of last year when my boss, mentor, and close friend passed away unexpectedly during the height of our busy season. I was thrust into leadership far earlier than anticipated, navigating an industry facing monumental changes – code revisions, permitting caps, price increases, and now a controversial citizen initiative. The last six months have been a rollercoaster, to say the least.
I’m disappointed by the harsh, nasty dialogue I’ve witnessed. Neighbors are calling each other greedy, selfish and worse. This is not the Sitka I know. Ours is a community built on respect, love, and togetherness. We’ve always worked collectively toward goals that benefit us all, and it’s heartbreaking to see that spirit erode.
As one of approximately 10 tour operators who contract directly with cruise lines, I can attest that greed is not a driving factor in our operations. In 2024, my company welcomed approximately 15,000 visitors and employed 40 staff members – nearly all Sitka-born locals, with the majority being high school students or college kids returning for summer jobs. These young people had the chance to spend their summer outdoors, earning money while showcasing the place they love. My company isn’t about making millions; it’s about creating opportunities, providing education, and sharing what makes Sitka unique.
I’m disheartened by the pace at which changes are happening. Instead of collecting meaningful data or allowing the city to adapt thoughtfully, we’re rushing to make decisions that could have lasting consequences. Since July, I’ve fought hard on many issues related to tourism, especially the cruise sector. It’s exhausting. A friend recently reminded me that I’m trying to rebuild and reimagine a company that two others spent 27 years building – all while navigating an uncertain future. There are days where I wonder if it’s worth it to continue fighting for survival.
I’m discouraged by this initiative because of its short-sightedness. Like many in the community, the industry agrees that we cannot handle more passengers at this time. None of us want to become another Juneau, Skagway, or Ketchikan. But passing this initiative could reduce seasonal passenger numbers from approximately 600,000 to as low as 200,000, simply due to the cumbersome permitting process it introduces. It also undermines the work and progress the city is already doing in conjunction with the industry. Nothing happens overnight; it will take some time to see the outcome of the changes that have already happened.
Over the last two years, we’ve seen incredible growth in new tourism-related businesses. It brings me joy to see familiar faces – friends I grew up with – returning to Sitka to start families and build livelihoods in ways that weren’t possible a decade ago. These businesses are addressing the very infrastructure concerns many have raised. However, beyond the initiative, the revised commercial land use plan adds another layer of complexity. Much of the debate about our visitors centers on the need to spread them out and get them beyond downtown – exactly what my company does. Yet, we (and other operators) are now facing caps on how many guests we can take out of town. This restriction will only ripple back, forcing more people into the downtown area, which is exactly what everyone agrees we want to avoid.
Unfortunately, these combined challenges mean that many of these new businesses will be the first to close if the initiative passes, forcing young families to leave Sitka in search of other opportunities.
I hate to see our community so divided, marked by disrespect, a lack of compassion, and disregard for those trying to make an honest living in the place we all love. We are stronger together. I hope we can find a way to move forward with understanding and collaboration.
Bethany Lowrance
High Output Tours
(Formerly Sitka Bike & Hike)
