PHOTO: © ALASKA TRAVEL INDUSTRY ASSOCIATION
THE BASICS
Name: Jillian Simpson
Title: President and CEO
Company, city: Alaska Travel Industry Association; Anchorage, Alaska
First job: My first role was as a receptionist for a small company in Boston that operated Irish pubs — it was lively and fun.
Where to next: I’m heading to Denver to see Brandi Carlile at Red Rocks with my daughters.
A LITTLE BIT MORE
What actor or actress would play you in a movie of your life?
I’d pick Julia Louis-Dreyfus — I’ve been told I dance like Elaine from Seinfeld.
What would you be doing professionally if you weren’t in your current industry?
I’d likely be involved with the Arctic Council or an organization focused on Arctic policy and research. I’m fascinated by the Arctic and am currently pursuing a master’s in Arctic and Northern Studies from the University of Alaska Fairbanks.
What is your favorite book, movie or television show?
I recently read The Snow Child by Eowyn Ivey, an Alaskan writer. It’s historical fiction about a homesteading couple in Alaska who can’t have children; they build a child out of snow and the story becomes magical, beautifully written and deeply moving.
What historical figure, dead or alive, would you love to have dinner with?
I greatly admire naturalist Mardy Murie, often called the grandmother of the conservation movement. Her work in wilderness and Arctic Alaska studying flora and fauna is inspiring.
THE BUSINESS
What is your most recent project, and what was the inspiration behind it?
A major focus at ATIA has been expanding and elevating cultural tourism. Recently we created a dedicated seat on our board for an Alaskan Native representative. We’ve developed a cultural guide and highlighted cultural assets and ambassadors across travelalaska.com and our social channels. Much of our content and advertising emphasizes Alaska as an indigenous place and aims to share authentic Indigenous voices and perspectives.
What is your favorite aspect of the job?
I love the sense of community in Alaska. It’s often described as a family, and that’s true — people collaborate, support one another, and bring passion and dedication to their work. I feel fortunate to be surrounded by so many committed, smart people.
What’s the biggest business risk you’ve ever taken?
We prioritize thoughtful decisions that benefit both tourism and the destination as a whole, so we focus less on dramatic risks and more on sustainable, well-considered choices that protect Alaska’s communities and resources.
Who is someone you admire professionally in the travel industry?
Within Alaska tourism I’ve been mentored by many strong women. Globally, I admire Anna Pollock for her work on regenerative tourism — her ideas about restoring and sustaining destinations are inspiring.
AS A TRAVELER
Tell us about a travel nightmare:
The COVID-19 pandemic was a difficult time for anyone who loves travel. Missing the ability to explore new places and experience other cultures was tough for me and many others.
Share a comical travel experience:
One of my best travel memories is the first time I explored Alaska’s Dalton Highway north of Fairbanks, across the Arctic Circle to the Brooks Range. I spent a few nights camping and encountered muskox on ridges, Dall sheep and spectacular scenery. Then the northern lights appeared — it was pure bliss and the moment I fell in love with the Arctic.
What is your preferred method of travel — planes, trains, automobiles, cruise ships — and why?
I find train travel romantic and cruises have their charms, but in Alaska many communities are only reachable by small plane. Flying closer to the ground offers a unique perspective on our landscape — once I even spotted beluga whales from a plane. That intimacy with the land and sea makes small-plane travel uniquely Alaskan.
What has been the best example of customer service you’ve experienced during your travels?
After a long day traveling with my family, we arrived in Anchorage late and discovered a car seat was missing. Alaska Airlines provided two car seats on the spot so we could safely get home. As a tired parent with small children, I was deeply grateful — no questions asked, just helpfulness and care.