ALASKA AT WORK: A CONVERSATION ON THE TOURISM INDUSTRY
VOLUME 3 | ISSUE 3 | SEPTEMBER 2026
riety of opportunities in tourism, but the possibilities under the visitor industry umbrella are endless. "My boss, who is the head of all Alaska Operations for Carnival Corporation, started as a driver guide in Skagway. I work with brilliant colleagues who have built their entire careers within Holland America Princess Alaska-Yukon, but none of them have been doing the same thing the whole time. They’ve lived in Denali, they’ve run a hotel, they’ve guided, they’ve worked in operations and program development. They have had really incredible, wide-ranging careers all within one company. "For a young person who might not know exactly what they want to do with their lives, it’s a great place to come, work hard and find your path." WHAT HAS SURPRISED YOU SINCE YOU STARTED WORKING IN TOURISM? "I have come to deeply appreciate how foundational partnerships are to the industry. Through our trade association, Cruise Lines International Associa- tion (CLIA), the cruise industry has built a strong working relationship with the City and Borough of Juneau, partnering on three Memorandums of Under- standing. When the community shared its priorities for how the town grows, we listened, voluntarily adjusting our growth to align with Juneau's vision for its future. That’s not the kind of decision you hear about in large industries every day, but it’s how we conduct our business — and we are fortunate to have communities that are willing to show up and have honest, thoughtful conversations — the kind that lead to smart, innovative solutions, just like we saw with CBJ." "Within our company, I’ve been impressed by how seriously we take local sourcing. We have over 1,000 local vendors and suppliers. Watching local fish getting loaded onto our ships is one of my favorite moments because it’s a reminder of what that commitment looks like in practice. That commitment extends to sustainability, too. Holland America Line, Princess Cruises and our rail and hotel operations are all certified by the Marine Stewardship Council (MSC) for serving wild-caught seafood from fisheries that meet independent, science-based environmental standards. And it doesn’t stop at seafood — our guests enjoy beer crafted by 20 different breweries around Alaska, another way we stay plugged into local economies!" WHAT DO YOU WISH MORE PEOPLE KNEW ABOUT YOUR INDUSTRY? "We are deeply rooted and committed to Alaska. Taking care of our lands and waters is at the forefront of every decision, and our commitment to envi- ronmental stewardship is unyielding. I wish I could walk every Alaskan through our onboard waste and recycling centers — every single piece of trash is hand-sorted by staff to ensure that all recyclables are separated and properly prepared to be offloaded for recycling. "Globally, our ships set a goal in 2019 to slash food waste by 50% by 2030, and we’ve already reduced it by 47%! Meaningful investment and innovations are constantly being put into place onboard, and it’s a story that doesn’t get told often enough." WHAT DOES THE RDC REPRESENT TO YOU? "Alaska is a resource state and tourism is one of our amazing renewable industries. I know there are a lot of clichés around being stronger when we pull together, but it’s also awe-inspiring when you get to see it happen — and RDC is a forum where that strength shines." WHAT DO YOU LIKE TO DO WHEN YOU’RE OFF THE CLOCK? "I have two kids (who are now amazing young adults) and I am happiest when I am doing anything with them — from home repairs to traveling to walking our adorable 15-year-old dog, Brooklyn. A lot of my happiest moments have been on mountaintops with those three!"
"I am really proud that tourism has been the No. 1 job and wage provider in Southeast Alaska for three years in a row. I think people underestimate the va- riety of opportunities in tourism, but the possibili- ties under the visitor industry umbrella are endless." — Micaela Fowler
EDITOR'S NOTE: Micaela Fowler is Vice President of Government and Community Relations serving Princess Cruises, Holland America Line and Seabourn. We asked her to provide her insight into Alaska's tourism industry, the connectivity of the state's re- source industries and what the RDC represents to her. HOW DID YOU GET INTO THE TOURISM INDUSTRY? "Almost every young person in Juneau’s first job is in tourism or relat- ed retail — it’s one of the reasons our town is rated as a top spot for youth employment. My story fits that mold — I worked in a bakery and storefront dependent on seasonal tourism throughout high school and college. I took an extended foray into government work, primarily at the Department of Commerce, which kept me connected to the visitor industry and led me to my current role handling Alaska government and community relations for Holland America Line and Princess Cruises, as well as our land operations, Holland America Princess Alaska-Yukon, which manages our eight hotels, 20 railcars and 300 motor coaches." WAS THERE A DEFINING MOMENT THAT CONVINCED YOU THIS WAS THE CAREER YOU WANTED TO PURSUE? "As a born and bred Juneauite, tourism is the heartbeat of the town I love and call home, but the visitor industry and cruise tourism is so much bigger than Southeast Alaska. 40% of visitors to Fairbanks either begin or end their trip on a cruise! We’re so interconnected, and a lot of the vibrancy in our com- munities depends on a robust visitor industry — the pandemic really highlight- ed that for me. Empty docks were a stark reminder of what we lost during that period, and you could feel the energy come back to downtown when the ships began to return." WHO ARE YOUR MENTORS AND WHAT DID YOU LEARN FROM THEM? "I’ve made many career choices based on who I would get to work for, and I like to say that I collect the world’s best bosses. They are some of my most treasured friendships. "I’ve worked for a number of incredible leaders whose career paths have crossed private and public service. Susan Bell and Julie Sande, both Commis- sioners at the Department of Commerce, Community and Economic Develop- ment, and business owners, stand out among that group. Susan’s work ethic is second to none, and every day working beside her was a master class in strategy and problem solving. She’s a natural-born teacher, and no matter how full her plate was, she was always willing to take the time to get into the weeds and map out her thought process with me. Julie is a force of nature, and her ability to represent the private sector while serving in government is unparal- lelled. She loves the scene in Apollo 13 where they dump all the supplies on the table to find a solution — and the time I spent solving puzzles next to her was invaluable.
Micaela enjoying the snow with Susan Bell.
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Micaela with friends from the Alaska Travel Industry Association.
"Of course, I’d be remiss if I didn’t talk about Ralph Samuels, who just retired from my position. The time, energy and thought that man has put into transition- ing me to this role over the last few years is such a gift. He’s the embodiment of the phrase 'no bad ideas.' As someone who can get lost in my own head, I’ve really benefited from the example he sets as a creative problem solver. "It’s hard to stop there. I truly am blessed with people who have invested their time and wisdom in me over the years." WHAT IMPORTANT LESSONS HAVE YOU LEARNED WORKING IN TOURISM? "I had the opportunity to take my first Alaska cruise last year, sailing from Vancouver to Whittier, and the experience of seeing Alaska through visitors’ eyes was humbling, and such a reminder of how fortunate we are to live in this magnificent place. A colleague of mine told me when I started that 'even on our worst day, our job is to give people unforgettable Alaskan vacations.' Our state is a place of reverie, and it’s a privilege to share it with others." WHAT ADVICE WOULD YOU GIVE A YOUNG PERSON CONSIDERING A CAREER IN THE TOURISM INDUSTRY? "I am really proud that tourism has been the No. 1 job and wage provider in Southeast Alaska for three years in a row. I think people underestimate the va-
TIMBER EXPLORATION MINING SURVEY CARGO OPERATIONS
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www.AKRDC.org
ALASKA RESOURCE REVIEW SEPTEMBER 2026
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