Huna Totems Alaska Cruise Empire Is Just Getting Started

Huna Totem is quietly reshaping the cruise world — and it’s not just happening in Alaska anymore.

From One Port to Four: Huna Totem’s Big Growth Story

Most cruise travelers know Icy Strait Point. It’s a beloved Alaska stop with a rich Indigenous heritage. But the company behind it, Huna Totem, has been busy building something much bigger.

Before the pandemic, Huna Totem ran just one destination. Now they’re managing four ports and expanding into the Caribbean. Howard Sherman, president of the Huna Totem Tourism Group, explained how fast things have changed.

“We’ve gone from just one destination in a few years to opening up Whittier as a turnaround port, Klawock as a brand new port, and now we’re ready to move forward in Juneau with the Tidelines lease,” Sherman said. “It’s gone from one port to four ports in a very short period of time.”

Whittier: Alaska’s Flexible New Gateway

Whittier sits about 60 miles from Anchorage. It’s becoming a popular starting or ending point for Alaska cruises, often called an “open-jaw” itinerary.

Huna Totem built a 30,000-square-foot terminal there. The design focuses on flexibility rather than a one-size-fits-all setup. That’s a big deal for cruise lines with different needs.

“It’s ice-free all year long, and serviced by commercial, fishing, and Navy traffic as well,” Sherman said. “The benefit of the terminal is it’s very modular, so we’re able to do whatever each individual cruise line needs in terms of setup.”

This kind of adaptable design is a fresh approach compared to older, more rigid port terminals.

Klawock: A New Port Built the Right Way

Klawock is a slower burn — but it’s a smart one. Huna Totem restored an old logging dock on Prince of Wales Island. They started small, welcoming a handful of luxury cruise ships as tender port calls.

“We’re going up from just a few calls to about 30 calls to over 50 calls this year,” Sherman said. “It’s a great way to develop the infrastructure and the core product needed.”

The plan is to eventually build a fixed pier. But that step waits for a big cruise line to commit first. In the meantime, luxury lines are helping introduce the destination to both travelers and locals.

“Once we get a commitment from a big cruise line, then it makes sense to build a fixed pier for them,” Sherman said. “Until then, the approach we’ve been taking is going out to the luxury lines, which is a great way to introduce the product to the local communities as well. They get the more experienced, well-heeled travelers more interested in cultural tourism.”

Keeping the Town’s Character Intact

One thing that sets Klawock apart is where Huna Totem chose to build. They didn’t drop a cruise terminal into the middle of town. Instead, they developed on native land that was previously used for logging.

“We’re not building right into the commercial center of town,” Sherman said. “When you look at ports around the world you see cruise ports build up along with the city, where you’re dumping people right into the center of town. That’s what causes congestion.”

This thoughtful approach keeps the local fishing community separate from cruise traffic. The town gets the financial benefits without the headaches. Sherman summed it up simply: “They get all the economic benefits without all the disruptions.”

Alaska Is Booming — And Getting More Competitive

Alaska has always been a top summer cruise destination. But this year, the market is bigger than ever. New players like MSC, Virgin Voyages, The Ritz-Carlton Yacht Collection, a second Disney ship, and expanded Princess sailings are all joining in.

Sherman described why Alaska holds such strong appeal for cruise lines year after year.

“Alaska had less variability, the Med was a little more up and down depending upon geopolitics,” he said. “Alaska’s been just a safe, clean, experiential-type destination. It’s a bucket list destination.”

Smaller Lines Are Changing the Mix

Historically, the three major cruise groups — Carnival Corporation, Royal Caribbean Group, and Norwegian Cruise Line Holdings — made up nearly all of Huna Totem’s business. That’s starting to shift.

“They were 95 percent of our business last year,” Sherman said. “For this year, each of them has grown, but now they’re only 80 percent of our business.”

The newer cruise lines entering Alaska are chasing something specific. They want genuine experiences, not just port shopping and bus tours.

“The new guys coming in want to tell the story their own way,” Sherman said. “They’re looking for the experiential angle, because that’s what’s important to people today, going to experience a destination rather than just going to a T-shirt shop and taking a bus tour.”

Beyond Alaska: Huna Totem Heads to the Caribbean

Alaska is a summer destination. So what does Huna Totem do in the off-season? They’re building a Caribbean presence.

The company partnered with Chukka, a well-known Caribbean tour operator. Their focus right now is on the U.S. Virgin Islands and the Bahamas.

“We started looking for expansion into our business, something that works in the winter, because obviously we’re a summer destination and we don’t want to just go into hibernation,” Sherman said.

The partnership grew from a shared set of values. Huna Totem and Chukka believe in community-focused, experience-driven tourism.

“We came to know Chukka over the course of years, and we found that culturally and in their values, they are aligned with ours,” Sherman said. “I think we’re going to have more announcements in those regions coming soon.”

What Caribbean Expansion Looks Like

The Caribbean work centers on tours and experiences, not port terminals. Think beach clubs, shore excursions, and local cultural programming.

Sherman sees a gap in the market. Many cruise destinations are getting overcrowded, but not enough new ones are being developed. He believes Huna Totem can help fill that gap.

“As cruise lines increasingly go to a lot of the same destinations and those destinations become overcrowded, I’m not seeing new destinations being built to accommodate that demand,” he said. “The only place it’s being done to any large degree is in the Caribbean by the cruise lines themselves, with the private islands. And to some extent, we’re trying to do that in Alaska too.”

What This Means for Cruise Travelers

For travelers, Huna Totem’s growth is good news. More unique ports, more authentic experiences, and less congestion in popular spots are all part of the vision. Whether you’re planning an Alaska adventure or a Caribbean getaway, the destinations Huna Totem touches tend to offer something more meaningful than the average port stop.

Their model is attracting attention beyond Alaska and the Caribbean too. Sherman hinted at possible expansion into the Pacific Northwest and other regions. “There are people talking to us in different places,” he said. “It just becomes a matter of how much we can do in terms of time and attention for a small organization.”

It’s worth keeping an eye on where Huna Totem pops up next.