tourism industry in new mexico

How New Mexico's tourism economy is rebuilding from 'the offseason that just kept going'

For Santa Fe tour operator Monique Schoustra, the past year was "the offseason that just kept going and going and going." 

The final credit card transaction she ran in 2020 for Great Southwest Adventures, the business she co-founded in 1998, was on March 10 — the day before New Mexico announced its first three cases of COVID-19 disease and declared a public health emergency . 

The SARS-CoV-2 pandemic stymied her business at the beginning of its crucial season bringing tour buses to sites around northern New Mexico: the Bandelier National Monument, Chama River Valley, Pecos and Chaco national parks and Taos, among other locations. 

"We were hopeful, like everyone was, that this was just going to be a few months … a temporary blip," she recalled.

Instead, the pandemic became an open-ended emergency. Schoustra counted herself lucky that her business had little overhead. She called her insurer to reduce coverage and went into hibernation mode. The phone seldom rang.

"It's not like we had to say no to anybody," she said. 

New Mexico clamped down early and hard on social gatherings in an effort to slow community spread of the highly contagious and dangerous illness, ordering nonessential businesses to close or operate remotely for a time and instituting a mask mandate, quarantine requirements for out-of-state visitors and tight controls on occupancy at retail stores, places of worship, hotels and food and drink establishments. 

On the emergency's anniversary this year, New Mexico Human Services Secretary Dr. David Scrase said that without the state's early effort to limit gatherings and implement testing and contact tracing, data modeling projected there would have been 1.8 million infections, six times the number of hospitalizations and more than 15,000 lives lost. 

COVID-19 creates $4.3 billion loss for New Mexico

The impacts of the pandemic crossed every sector of the economy, and the state's top two industries in particular: Oil and gas, which was already seeing a correction after a recent boom, and tourism.

"It just brought our entire industry to a screeching halt," New Mexico Tourism Secretary Jen Paul Schroer said, after the state entered 2020 with a nine-year growth trend and an "incredible" 2019. 

Since branding the state with the "New Mexico True" slogan and logo, visitor spending increased 34 percent from 2011 to 2019. 

Just before COVID-19 arrived in New Mexico, a  state-commissioned study  of the state's outdoors-related industry by research firm Headwaters Economics reported 10.1 percent growth in direct tourism employment between 2011 and 2020, with a projected total of 93,617 jobs — 8.3 percent statewide — through direct, indirect or "induced employment" (referring to jobs created as a result of economic activity sparked by tourism).

Fighting back after COVID: New Mexico freshens up ‘True’ campaign to reignite tourism

And that report focused on New Mexico's outdoors. Within the state, canceled conferences, trade shows, festivals and regional athletic events choked off bookings at convention centers and hotels in Albuquerque, Las Cruces, Santa Fe, Roswell and other cities. 

The Tourism Department has projected the pandemic's impact on the industry, including unemployment claims, lost local tax revenue and economic activity, at $4.3 billion — not counting longer-term losses from business closures and workers moving elsewhere.

'We basically shut our doors'

Approximately 75 miles south of Albuquerque and close to the center of New Mexico sits the Macey Conference Center, an event venue and art gallery with a 600-seat performance venue on the picturesque campus of the New Mexico Institute of Mining and Technology in Socorro.

The central location makes the campus a strategic location for statewide conferences. New Mexico first responders and colleagues nationwide have frequently gathered here for large training events. The Macey is also home to a performing arts series and has hosted musical acts from around the world. 

The pandemic brought all of that to a halt.

"We couldn't have anybody in the building," manager Gloria Gutierrez-Anaya said. "We basically shut our doors." 

She estimated the lost revenue at more than $600,000.

With visitors restricted and revenue halted, the center turned to a local focus, first by lending its parking lot for COVID-19 testing of students, faculty and staff. 

Later, as public health orders allowed, students took the lead in helping the Macey offer live-streamed concerts from the stage — with musicians six feet apart, and 18 feet away from the sound engineer — onto Facebook, YouTube and Twitch. The Macey's website added a virtual "tip jar" for donations to the center and performers.

In the spring, the center incorporated drive-in outdoor concerts for vehicles spaced 18 feet apart, permitting some patrons to sit in lawn chairs. The center also introduced virtual art receptions.

Others are reading: Las Cruces mother, son and daughter all earn college degrees this month

Macey Center turns to local artists and livestreams during pandemic

I still don't think people are going to be comfortable coming to sit in a 600-seat theatre next to a person that they have no idea where they're from or where they've been. ... How do we continue to offer this service and give them some type of entertainment at home?

Even with the easing of quarantine requirements on travelers from outside New Mexico, Gutierrez-Anaya said the center would remain focused for a time on New Mexico-based acts.

"Even though the restrictions are a little bit lenient, we still want to make sure that we don't bring anybody from out of state until we kind of get the go-ahead, and make sure that we have all the state's guidelines followed," she said. 

Like many enterprises that used the pandemic period to retool their facilities and appraise their business model, she said the lull had "given us the opportunity to train and to learn — the cameras, the streaming, the sound, so we can offer this moving forward to conferences down the road."

Downtown resilience: How three Silver City businesses weathered the pandemic

She did not anticipate the "on" switch moving as quickly as the "off" switch did. Even if the state and its visitors approach herd immunity through vaccinations, she said, "I still don't think people are going to be comfortable coming to sit in a 600-seat theatre next to a person that they have no idea where they're from or where they've been. Until they build up their confidence again, how do we continue to offer this service and give them some type of entertainment at home?" 

Some of the region's attractions, on the other hand, are site-specific: The twice-annual opening of the Trinity Site, where the first atomic bomb was detonated in 1945, canceled both of its open house events in 2020 as well as the April 2021 event .

The annual Festival of the Cranes in the Bosque del Apache National Wildlife Refuge, another regional event that fills local hotel rooms, has been canceled until 2022 .

Still another regional tourist attraction, the Very Large Array astronomical radio observatory 50 miles west of Socorro, suspended most operations and remains closed to the public . 

'They were looking for someone to blame'

Schroer said the Tourism Department quickly pivoted from building an industry to helping fortify businesses against the pandemic's fallout.

I hope the world has learned that the quicker you deal with a crisis like this, and do it together, that it's more likely to have a better outcome more quickly .

The agency produced webinars to communicate with the industry the knowns and unknowns about the public health orders, safety and technical support. This evolved into helping prepare for reopening as well. 

Tourism was also in the middle of the state's COVID-19 safety certification program for businesses and the "NM Safe Promise" program helping owners implement safety measures and communicate with the public about them, including the state's sometimes-controversial mask mandate. 

Another initiative was to partner with the Small Business Development Council, bringing on tourism professionals to serve as coaches for SBDC's extensive network of business owners to help clarify public health guidance and connect local enterprises toward millions of dollars in federal recovery programs and grants. Schroer credited that partnership with saving 800 jobs during the emergency. 

Schoustra served as a coach at her local SBDC chapter, cold-calling business owners to ask about their needs and match them with resources such as the Payroll Protection Program and other loans or grants. 

"Some people were very angry and they were looking for someone to blame — 'Why is my business shut down, why is the government doing this?'" she recalled. "I could completely empathize, and I could also say there is an international public health crisis going on: Do you really want to open and put yourself and your family at risk?" 

Nonetheless, businesses in the service industry staged occasional  protests opposing restrictions on dine-in services, and several of them challenged New Mexico's public health orders in court last summer, only for the state Supreme Court to uphold them . 

And Schoustra remarked that "not all of the programs that were available worked for everybody."

A lot of smaller businesses, for instance, depend on seasonal independent contractors and workers, and did not have much payroll, which made the Payroll Protection Program less effective for them. 

Unemployment: New Mexico reinstates requirement for jobless to seek work

On the other hand: "The pandemic unemployment insurance, the federal kick-in money, helped a lot of independent operators get through," she said. "That was really a godsend, just to help people be able to pay for their rent and pay for food. The state has been trying really hard to help people."

While the state health department and Gov. Michelle Lujan Grisham took most of the political heat, Schoustra said the Tourism Department was "super proactive" about communicating and helping businesses weather the pandemic, as well as "shifting the conversation to really acknowledge the breadth of tourism-based businesses in New Mexico, that it's not just hotels, it's all these other things that make up the whole."

She said operators in the tour and guiding industries had pulled together as a community to help one another, but said inevitably many businesses across the economy would not make it. 

"We're all kind of holding our breath to see who's going to survive," she said.

Her concern extended to tribal communities that depend on tourism, such as the Taos Pueblo and Pueblo de San Ildefonso.

An appeal to New Mexico lawmakers

This winter, Lujan Grisham included a $25 million special appropriation to help New Mexico's tourism industry rebound its marketing efforts in her 2022 budget recommendation, to "expedite our state’s efforts to diversify our economy and get back on track." 

Schroer sought an additional $45 million to support tourism businesses, bolster the events industry specifically and develop an industry career development program. 

Ultimately, lawmakers approved a special appropriation of $7 million for tourism renewal — a tenth of the $70 million requested, but Schroer was sanguine about the decision. 

During the legislative session this winter, she said, "we still weren't quite sure how the vaccine rollout would proceed and how quickly we'd get to herd immunity. I think with that uncertainty (lawmakers) had a very tough job of prioritizing all of the different needs."

The federal American Rescue Plan included funds to assist the tourism industry, but Schoer said the department was still waiting for guidance on how the funds can be spent.  

"We're going to be able to make sure that we're making those marketing dollars work as hard as possible," she said.

In April, Schroer kicked off a post-pandemic marketing campaign with a revamped version of the "New Mexico True" logo. 

Hobbs positions itself for tourism

In the southeastern corner of the state, Lea County benefits from oil production in the Permian Basin that straddles New Mexico and Texas.

Revenue from the industry has allowed the city of Hobbs to make substantial quality-of-life investments for its residents — amounting to more than $200 million, according to Mayor Sam Cobb — without taking on bond debt. 

Cobb said that keeps downward pressure on local taxes and allows the city to keep user fees low. 

Some of those assets have also positioned Hobbs to compete for tourism dollars.

The city boasts thousands of hotel rooms, but during the most recent oil and gas boom the majority were occupied for workforce housing. That changed when prices dropped in 2020, with production slowing even before the pandemic knocked it down to drastic lows. 

"Now, with the downturn in oil and gas, it's creating opportunities for us to go leverage those assets … and start really focusing on regional tourism," Cobb said.

Reaction: New Mexico officials say state's handling of COVID-19 saved lives

In fact, Hobbs is founding a convention and visitors bureau to begin crunching the economic numbers and begin marketing the city as a tourist destination and recreational center, not just an oil town, with Lea County's FAA-certified commercial airport welcoming flights daily.

A state-of-the-art athletic complex pulls youth softball and baseball tournaments from across the region and has won praise from the United States Specialty Sports Association.

In 2015, the city opened Rockwind Community Links, a public 27-hole golf course that appeals to non-golfers as well with a restaurant and live music venue. 

A casino and horse-racing track sits almost in walking distance of a county-owned event center with a 5,000-seat event venue and conference rooms, as well as the CORE Center for Recreational Excellence. 

The $60 million recreational center is a 158,000-square-foot facility with play equipment for children, two indoor water parks, gym facilities, four full-size basketball courts, an indoor soccer field and a swimming and diving arena equipped with bleachers for spectators. 

With oil production having ebbed and resuming with "a much more disciplined approach," Cobb said the city would seize on the opportunity to market its amenities and hospitality sector as a recreational magnet competing with Midland–Odessa, Lubbock and Amarillo, Texas as well as New Mexico destinations. 

'People want to feel that they're safe'

At the end of April, Lujan Grisham announced a pathway to reopening New Mexico , retiring most of its public health restrictions on gatherings and business activity by the end of June, or as soon as 60 percent of New Mexico residents are fully vaccinated. 

People are looking for wide-open spaces to enjoy outdoor recreation. They're still looking for wide open spaces, and we can deliver that .

Schroer said New Mexico is well-positioned to welcome visitors from out of state — and their money. 

"(We have) a phenomenal reputation of how we managed the pandemic. … People want to feel that they're safe," she said. "Our reputation … as a safe place, somewhere that took the pandemic very seriously, that operationalized COVID-safe practices within businesses … all test really well with consumers." 

New Mexico's outdoor locations also provide a competitive advantage in a post-COVID environment, she said: "People are looking for wide-open spaces to enjoy outdoor recreation. They're still looking for wide open spaces, and we can deliver that." 

From April: Governor says New Mexico to drop most restrictions within 9 weeks

Schoustra said that since winter, she has been noticing an increase in vehicles with out-of-state license plates at trailheads, around town and on public lands.

"A whole lot of people are choosing just to do their own thing, which is unfortunate for those of us who are tour guides, because we can take you and give you a more enhanced experience," she said. "We've also had some people contact us and say, 'Hey can we caravan with you to the trailhead?' and then they feel safe being outside on the trail." 

One cloud over some outdoor attractions, however, are the effects of climate change, including long-term drought.

In Elephant Butte, for instance, where a recreational industry including camping, boating and fishing and a state park have been built around the state's largest reservoir, the federal Bureau of Reclamation has announced the reservoir's water level will need to be drained at least 50 feet, possibly more, to meet its obligations to irrigators as well as to Mexico.

Schroer focused on what is in her department's control: Marketing New Mexico's assets and helping local governments and business owners improve their social media and other internet presentations, claiming their Google business listings and boosting their presence on search results. 

She predicted that New Mexico's "drive market," destinations reached by road rather than aircraft, would bounce back first, activating New Mexico's scenic drives and historic Route 66 attractions. 

"Being able to say that New Mexico is one of the lowest-density population states is a great selling point," Schoustra suggested. "This is one of the easiest places to socially distance." 

'A big question mark'

Since the Sun-News interviewed Schoustra, Great Southwest Adventures has resumed operations, with its guides vaccinated and maintaining some precautions.

As she mulled reopening her business, Schoustra was considering how to conduct van rides safely, providing air flow, requiring masks and limiting the size of parties — at prices that would be viable: "If you have two people rather than eight, that's a big hit financially."

A large portion of her business has come via conferences or conventions that come to Santa Fe and work tours into the schedule. She wondered how much of that business would come back in 2021, or even 2022.

"It's a big question mark," she said. "I think a lot of companies are going to say they're not going to the expense of these 200-person gatherings." 

And while she prepares for resuming and rebuilding in this new chapter of the SARS-CoV-2 pandemic, Schoustra was also aware of warnings by epidemiologists about future pandemics and thinking about lessons learned this year. 

"I hope the world has learned that the quicker you deal with a crisis like this, and do it together, that it's more likely to have a better outcome more quickly," she said.  

Algernon D'Ammassa can be reached at 575-541-5451,  [email protected]  or @AlgernonWrites on Twitter.

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May 13, 2024 – May 15, 2024 10:00 AM – 12:00 PM

Albuquerque Convention Center Albuquerque, NM

2023 TopHAT Award Winners

Norman joined Bishop's Lodge as the Assistant Director of Housekeeping as part of our opening team. He became the Director of Housekeeping in summer of 2022 and since his promotion, Norman has made significant improvements in procedure; has raised the standards and expectations within his team; and raised the employee engagement and satisfaction scores in his department from a 50 to a 90 within a year. Norman has also developed coaching plans for his managers and supervisors to assist with their career growth and goals. In the past year, Norman has had two internal promotions to supervisor and management roles from his department. He champions his team, and his positive attitude motivates and inspires all of the other leaders at Bishop's Lodge and is symbolic of the industry standards that the TopHAT awards celebrate.

• an expanded day trips section with handy drive time references
• a wholly redesigned Native American spread
• a clever and playful illustrated guide to preparing for your visit to Santa Fe, and
• a section that succinctly highlights the top 15 must dos in Santa Fe

The new guide impressed the judges with its expanded content and creative additions. Congratulations Tourism Santa Fe!

Hotel Andaluz Since opening in 1939, Hotel Andaluz has often been at the forefront of the hotel and travel industry. And it continues to lead the way in the area of sustainability. From being nationally recognized as a Gold LEED certified building, to having 70% of it’s electricity from renewable sources, to banning plastic straws after hearing from some young travelers, Andaluz continues to pioneer ways to innovate and become a truly sustainable property. We’re proud to shine a spotlight on this New Mexico landmark and their commitment to community! Please join me in congratulating Hotel Andaluz!

Congratulations to our 2023 New Mexico Tourism Hall of Fame Inductees – Bill Lee and Tom and Jerean Hutchinson!

The Face of Hospitality in New Mexico

While many people think of hotels as the brand name on the building, those hotels are owned and operated by local people who invest in their people and their communities. In addition, the hospitality and tourism industry provides 200+ diverse employment opportunities ranging from above minimum wage entry level jobs to marketing, technical, sales, and management careers in both rural and urban communities. Check out some of the stories behind the hotels!

NMHA is excited to announce a new giving option for our Hospitality Scholarship Fund. In partnership with the Albuquerque Community Foundation, we have set up a direct link for donations to the Fund. Just use the QR code to access the direct link and make a donation to support the next generation of hospitality professionals. Through November 30, all donors will be entered into a prize drawing. Prizes include hotel stays, jewelry, Nambe, ski passes, and more!

Difficulties donating with the QR code?

TopHAT 2022 Winners Check Our Awards Page for Photos of All the Amazing Winners!

• Product Development Awards - Outstanding Attraction/Experience
• Routes Bicycle Tours & Rentals Inc
• Product Development Awards - Outstanding Event
• City of Roswell - 75th UFO Festival
• Visit Albuquerque - USA Cycling Masters Road National Championships
• Hospitality Professional of the Year
• Amy Miller - Marriott Courtyard - NMSU
• Tourism Professional of the Year
• Karina Armijo - Town of Taos
• Hotel of The Year - Full Service
• Sheraton Uptown - Albuquerque
• Hotel of The Year - Select Service
• Marriott Courtyard - NMSU
• Innovation/Sustainability
• Routes Bicycle Tours & Rentals
• Vendor/Supplier of the Year
• Santa Fe Valet & Limousine
• Back-of-House Food & Beverage Employee of the Year
• Michael Borges - Embassy Suites by Hilton, Albuquerque
• Back-of-House Hospitality Employee of the Year
• Maria Guadalupe Hernandez - Home2 Suites, Downtown Albuquerque
• Front-of-House Food & Beverage Employee of the Year
• Juan Mejia - Marriott Pyramid
• Front-of-House Hospitality Employee of the Year
• Fabian Huerta, Holiday Inn Express
• Best Print Campaign
• Farmington Convention & Visitors Bureau 2021-2022 Farmington Vacation Guide
• Best Social Media Campaign
• Siarza Social Digital - Hotel Zazz
• Most Innovative Campaign
• Visit Albuquerque & TOURISM Santa Fe - Albuquerque & Santa Fe: Two One-of-a-Kind Destinations
• PR: Earned Media Campaign
• TOURISM Santa Fe - Santa Fe - The Best City in the West
• Best Broadcast Campaign
• Village of Ruidoso - Building Traditions
• Best Digital Campaign
• Town of Red River - Winter/Summer 2022
• Town of Taos/Gizmo Productions - Taos.org Website Development

Ready NM, a partnership between the Department of Workforce Solutions, New Mexico Workforce Connection, and the New Mexico Higher Education Department, has created a hospitality industry specific job board where employers can post positions and job seekers can access information about career opportunities in hospitality. Employers can post job openings at no charge, and job seekers can filter their search by geography or job type.

To post a job or to look for hospitality jobs in your click on the link below.

Congratulations to Our 2022 New Mexico Tourism Hall of Fame Inductees

Ray Sandoval

Laura Kesselman

New Mexico Breaks All-Time Visitor Volume and Domestic Visitor Spending Records in 2021

Read the report here

Disaster Relief Resources

New Mexico Hospitality Association is dedicated to providing our New Mexico residents with disaster relief information and resources in the event they should need them. Learn more about Federal Emergency Management Agency (FEMA) Resources and. information regarding the recent wildfires in and around the state for those affected.

NMHA Career Board

It’s not just a job, it’s a career!

Hospitality has a long history…and a fast-growing future. The original hotel concept – the inn – has been around for thousands of years and not even today’s technology has replaced travelers’ needs for accommodations. Moreover, the global hospitality industry has consistently expanded over time to meet changing traveler needs and expectations. Like the industry itself, experience working in hospitality translates to a career that is unlimited.

Hospitality jobs are becoming ever more varied, with the traditional departments of Front Office, Housekeeping, Laundry, Concierge and Guest Relations seeing new additions. Fitness teams, nutritionists, financial experts, communication/marketing specialists, data analysts, and even in-house designers are positions available in the modern hotel industry. As new generations of travelers demand accommodations that match their lifestyle, the hospitality industry will continue to expand and adapt to keep pace.

If you’re looking for a career that opens a gateway to the world, allows you to meet new people and learn new skills every day, be part of a diverse team, and have global opportunities for advancement in an industry with proven staying power, then check out some of the great career opportunities available here in New Mexico.

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New Mexico Hospitality Association is a nonprofit (501c6) that is focused on serving its members and all segments of the hospitality industry. The association delivers decades of combined experience to lead public policy and workforce development strategy for a more prosperous economy. The association represents member interests at the state and national level, cultivates professional development, and targets opportunity to incubate and foster long-term job and wealth creation statewide. The association’s members are true investors and are playing a crucial role in growing tourism and New Mexico’s economy.

New Mexico Employer Advisory Meeting Report

The New Mexico Hospitality Association is dedicated to developing advocacy, educational and collaborative opportunities to further strengthen the hospitality and tourism industry in New Mexico. Our commitment to educational opportunities through our vision to become the #1 resource for the New Mexico hospitality industry inspired the creation of the Hospitality and Tourism Scholarship Fund, with the purpose to provide students and continued learners in New Mexico the ability to pursue an education and career in hospitality and tourism.

Government Affairs

New Mexico Hospitality Association serves as the advocate, educator and unified voice for New Mexico’s tourism industry – working to ensure its growth and success through collaborative efforts. Each year, our industry is faced with several critical issues on both state and federal levels, which could impact visitation to our state and our members’ ability to manage a successful business. We closely monitor all legislation connected to our industry. On a federal level, we work with our partners, American Hotel & Lodging Association as well as the US Travel Association, who represent the interests of our members on Capitol Hill.

Be Patient, Be Kind, Be Respectful

In advance of businesses fully reopening in New Mexico on July 1, the New Mexico Hospitality Association (NMHA) in collaboration with the New Mexico Restaurant Association (NMRA) and the Jennifer Riordan Foundation (Foundation), have joined together with a campaign to ask the public to be patient, kind and respectful when dealing with hospitality and restaurant staff.

Many hotels and restaurants across the country, including in New Mexico, are dealing with staff shortages or are training new employees which may result in longer wait times and, sometimes, frustrated customers. The “Be Kind” campaign encourages guests to exercise patience, kindness and respect when patronizing hotels or restaurants.

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Visit Albuquerque

At the heart of New Mexico beats the pulse of a vibrant city. In Albuquerque, diverse cultures, authentic art and dynamic traditions have helped shape our centuries-old story. No matter your interests, the city has countless opportunities for you to explore. Sample traditional New Mexican cuisine that takes minutes to make and hundreds of years to prepare, experience world-class museums, stroll along Central Avenue under the vintage neon glow of Route 66, or soar high above the city in the hot air ballooning capital of the world — a sight sure to change your perspective.

Visit Las Cruces

Explore. experience. discover..

Outdoor adventure. Unique culinary experiences. Vibrant culture. Rich history. From national parks and monuments to one of the top-rated farmer’s markets in the country, Las Cruces offers a world filled with natural wonder, year-round excitement, and historic proportions of fun! Escape to Southern New Mexico.

TOURISM Santa Fe

Santa Fe, New Mexico is a city unlike any other, truly living up to its tagline, The City Different, at every turn. With legendary history and culture around every corner, an art scene that spans from traditional to contemporary, accommodations with a local feel yet world-class status, award-winning cuisine that’s as eclectic as it is sumptuous, and countless experiences to encounter, you’re sure to uncover something different about yourself when you visit.

Tourism in New Mexico- From Pueblos to Balloon Fiestas

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Tourism in New Mexico is becoming more and more popular, but why? And what should tourism stakeholders take into consideration when planning for tourism? In this article I will tell you all about tourism in New Mexico and why it is such an important industry. Interested to learn more? Read on…

Tourism in New Mexico

Geography of new mexico, the tourism industry in new mexico , cultural tourism in new mexico, outdoor tourism in new mexico, art tourism in new mexico, culinary tourism in new mexico, spiritual and wellness tourism in new mexico, heritage tourism in new mexico, impacts of tourism in new mexico, 10 faqs about tourism in new mexico , tourism in new mexico- to conclude.

In recent years, the state of New Mexico has steadily emerged as a popular destination for tourists seeking a blend of unique cultural experiences, historical richness, natural beauty, and culinary delight.

This article will delve into the multifaceted aspects of New Mexico’s tourism sector, illuminating the array of attractions that draw an increasingly diverse group of tourists from across the globe each year. Furthermore, it will explore how tourism interfaces with the state’s socio-economic, cultural, and environmental fabric, and the ways in which the industry’s development trajectory could shape New Mexico’s future.

This rigorous exploration will not only enrich our understanding of New Mexico’s tourism dynamics but also contribute to the broader discourse on sustainable and inclusive tourism development in culturally rich regions. Read on to learn more.

New Mexico is a southwestern state in the United States. It is the fifth-largest state in the country and covers an area of 121,589 square miles. The state is bordered by Colorado to the north, Oklahoma to the northeast, Texas to the east and southeast, Arizona to the west, and Utah to the northwest.

The state’s geography is characterised by its diverse topography, which includes high mountains, vast deserts , and deep canyons. The Rocky Mountains run along the northern border of the state, and the Sangre de Cristo Mountains are in the central part of the state. The highest point in New Mexico is Wheeler Peak, which stands at 13,161 feet.

The Rio Grande is the state’s major river and flows from the north to the south of the state, dividing it into two regions. To the east of the river is the Great Plains, while the west is the high plateau and desert region.

New Mexico is known for its unique landscapes, including the White Sands National Monument, the Carlsbad Caverns National Park, and the Chaco Culture National Historical Park. It also has several important natural resources, including oil, natural gas, and minerals such as copper and uranium.

The state’s climate varies from arid to semi-arid, with hot summers and cool winters. The southwestern part of the state is known for its monsoon season, which brings heavy rainfall in late summer.

Tourism in New Mexico is an important industry, and the state has a diverse range of attractions that draw visitors from around the world. Here are some statistics related to the tourism industry in New Mexico:

• In 2022, New Mexico welcomed a total approximately 35 million visitors, generating over $7 billion in spending.
• The tourism industry in New Mexico directly supports over 100,000 travel related jobs and indirectly supports many more.
• The top five visitor activities in New Mexico are visiting historic sites, shopping, dining, attending festivals and events, and visiting museums and art galleries.
• The state’s most popular tourist destinations include Santa Fe, Albuquerque, Taos, and Las Cruces.
• The top five international markets for New Mexico tourism were Canada , the United Kingdom, Germany , Australia , and Mexico .
• New Mexico has a robust outdoor recreation industry , with activities such as skiing, hiking, camping, and fishing drawing visitors to the state’s mountains, forests , and deserts .
• The state’s cultural attractions, including its Native American and Hispanic heritage, are also major draws for tourists.

The tourism industry is a vital part of New Mexico’s economy, contributing significantly to job creation and economic growth in the state.

Most popular types of tourism in New Mexico

New Mexico offers a wide range of tourism options, and the most popular types of tourism in the state include:

New Mexico has a rich history and diverse cultural heritage, with a mix of Native American , Hispanic, and Anglo influences. Visitors come to explore the state’s architecture, museums, and cultural events, such as the annual Indian Market in Santa Fe, making this a popular cultural tourism destination.

The state’s natural beauty, with its mountains, deserts, and national parks , offers opportunities for outdoor recreation such as hiking, camping, skiing, and fishing.

New Mexico is known for its thriving arts scene, with numerous galleries, museums, and cultural institutions showcasing the work of local artists and artisans.

New Mexico’s cuisine is a unique blend of Native American, Mexican, and Spanish influences, with dishes such as green chile stew, enchiladas, and sopapillas. Visitors come to taste the state’s unique flavours and explore its wineries and craft breweries, making this a popular destination for culinary tourism .

New Mexico has long been a destination for those seeking spiritual or healing experiences, with numerous retreat centres and spas offering services such as meditation, yoga, and healing therapies.

New Mexico has many historic sites, including ancient Native American ruins, Spanish colonial churches, and Old West towns, attracting visitors interested in history and heritage.

Most popular tourist attractions in New Mexico

New Mexico has many popular tourist attractions that draw visitors from around the world. Some of the most popular ones are:

• Santa Fe : Santa Fe is the state capital and a hub of arts and culture, with a vibrant downtown area featuring historic buildings, art galleries, and museums.
• Taos Pueblo : A UNESCO World Heritage Site, Taos Pueblo is a Native American community with centuries-old adobe buildings and cultural traditions.
• Carlsbad Caverns National Park: This park features a massive underground cave system with unique formations and wildlife, including bats.
• White Sands National Park : A stunning landscape of white gypsum sand dunes , White Sands National Park is a popular spot for hiking, sledding, and stargazing.
• Albuquerque International Balloon Fiesta : This annual event in Albuquerque features hundreds of hot air balloons launching into the sky, along with live music and food vendors.
• Bandelier National Monument: This park features ancient cliff dwellings and other archeological sites of the ancestral Puebloan people.
• Ghost Ranch : A scenic retreat center in northern New Mexico, Ghost Ranch is known for its red rock formations and its association with artist Georgia O’Keeffe.
• Ski resorts: New Mexico’s ski resorts, including Taos Ski Valley and Ski Santa Fe, offer winter sports activities such as skiing, snowboarding, and snowshoeing.
• Roswell : This city is famous for its association with extraterrestrial life and the alleged 1947 crash of a UFO.

Tourism plays a substantial role in the state of New Mexico, having far-reaching implications on its economic, social, and environmental dynamics. Let’s delve deeper into these impacts.

Economic Impacts :

There are both positive and negative economic impacts of tourism in New Mexico, these include:

• Job Creation: Tourism significantly contributes to the state’s employment figures. From front-line roles in hotels and restaurants to indirect positions in food production, construction, and administrative support, the ripple effect of tourism creates a variety of employment opportunities. The rise in tourism also encourages entrepreneurship, with many locals setting up businesses to cater to visitors.
• Economic Growth and Diversification: Tourist expenditures trickle down into the local economy, stimulating economic growth. As tourists spend on accommodations, dining, shopping, and attractions, they infuse capital into the local economy. Moreover, tourism aids in diversifying the economy, decreasing the state’s vulnerability to downturns in other sectors like oil, gas, or agriculture.
• Infrastructure Development: The demands of tourism can lead to enhanced infrastructure, including improved roads, airports, and public transportation systems. Further, investment in the tourism sector often leads to the upgrade of utilities and public services, which benefits both tourists and the local population .
• Seasonal Fluctuations: The tourism industry in New Mexico, like many places, is susceptible to seasonality. High seasons see a surge in employment, but off-peak seasons can result in job losses and income instability, leading to economic hardship for those relying on these jobs.
• Inflation and Rising Living Costs: Tourism can exert upward pressure on the cost of living. An influx of tourists can drive up prices for goods and services and inflate property values. This could potentially make housing unaffordable for locals and exacerbate socioeconomic disparities.

Social Impacts:

Social impacts of tourism in New Mexico include the following:

• Cultural Exchange: Tourism facilitates interaction between locals and visitors, promoting understanding and respect for each other’s cultures. For New Mexico, with its rich cultural heritage, tourism provides a platform for local artists, performers, and artisans to gain recognition and preserve traditional arts and crafts.
• Community Development: The revenue generated by tourism can be reinvested into the community, funding development projects and public services such as education, healthcare, and cultural centers. This can enhance the quality of life for residents and build more resilient communities.
• Overcrowding and Noise: Popular tourist areas may suffer from congestion, noise pollution , and overcrowding, especially during peak seasons. This can diminish the quality of life for residents, disrupt daily routines, and contribute to an environment of stress and discomfort.
• Cultural Erosion: An unintended side effect of tourism can be the commodification or distortion of local culture. Traditional practices may be altered to suit tourist expectations, leading to cultural erosion and loss of cultural authenticity .

Environmental Impacts:

Lastly, here are some of the main environmental impacts of tourism in New Mexico.

• Conservation Funding: Tourism can generate funding for the conservation of natural and cultural heritage sites. Many national parks and heritage sites depend on entrance fees and donations from tourists for maintenance and preservation efforts.
• Environmental Degradation: Increased tourist traffic can lead to environmental harm, such as littering, pollution, trampling of vegetation, and disturbance to wildlife. These pressures can degrade natural habitats, negatively impacting biodiversity and the integrity of attractions.
• Resource Depletion: Tourism often increases demand for resources like water and energy. In regions of New Mexico where water is scarce, the additional strain from tourism could exacerbate resource scarcity, lead to conflicts over resource use, and contribute to environmental degradation.

Key facts about tourism in New Mexico

Now that we know about tourism in New Mexico and its various impacts, lets summarise the key points.

• Diverse Attractions: New Mexico offers a diverse range of attractions, including historic sites such as the ancient Pueblo dwellings, national parks and forests, art galleries and museums, as well as unique culinary experiences and festivals like the Albuquerque International Balloon Fiesta.
• Popularity: According to the New Mexico Tourism Department, the state attracted 36.6 million visitors in 2019, indicating its growing popularity as a tourist destination.
• Economic Contribution: As per the U.S. Travel Association, travel and tourism contributed around $6.8 billion to New Mexico’s economy in 2019. It also directly supported over 70,000 jobs, indicating the sector’s critical role in the state’s economy.
• Outdoor Recreation: New Mexico is renowned for its outdoor recreational activities. With a diverse landscape that includes the Rocky Mountains, Great Plains, and Chihuahuan Desert, it offers opportunities for hiking, skiing, white-water rafting, and bird watching, attracting adventure tourists from around the world.
• Cultural Tourism: New Mexico’s rich cultural heritage, with influences from Native American, Spanish, Mexican, and Anglo-American cultures, draws cultural tourists. It is home to 23 Native American tribes, including 19 Pueblos, each with its unique traditions and festivals.
• Art and Literature: The state has a vibrant art scene, attracting art enthusiasts worldwide, particularly to Santa Fe and Taos. Georgia O’Keeffe, a famous American artist, made New Mexico her home, and the state inspired much of her work. The state also inspired numerous authors like Rudolfo Anaya and Leslie Marmon Silko.
• Historic Route 66: New Mexico houses a significant portion of the iconic Route 66, drawing travelers interested in classic American road trips.
• Astrotourism: The state’s high altitude, clear skies, and low light pollution make it a hotspot for stargazing and astrophotourism. The Very Large Array astronomical radio observatory is a major attraction.
• Film Tourism: New Mexico has been the shooting location for many popular films and TV shows like “Breaking Bad,” “Better Call Saul,” and “The Avengers,” attracting fans wanting to see these locations firsthand.
• Ecotourism: With its unique ecosystems, national parks, and nature reserves, New Mexico is a prominent destination for ecotourism. The state is home to several endangered species and protects them in various habitats.
• Wellness Tourism: New Mexico has long been known for its wellness retreats, offering spiritual rejuvenation through yoga, meditation, and healing mineral hot springs.
• Culinary Tourism: New Mexico’s distinct culinary scene, characterized by the blend of Native American and Spanish influences and famous for its use of chilies, draws food enthusiasts.
• Nuclear Tourism: The National Museum of Nuclear Science & History and the Trinity Site, where the first atomic bomb was tested, draw visitors interested in the history of nuclear science.
• Scientific Tourism: Los Alamos National Laboratory, one of the largest science and technology institutions globally, is located in New Mexico, and its museum attracts those interested in scientific advancements.
• Music Festivals: New Mexico hosts several music festivals annually across different genres, drawing music lovers globally.

Lastly, here are 10 frequently asked questions about tourism in New Mexico:

• What is the best time of year to visit New Mexico?

The best time to visit New Mexico depends on your interests. The summer months are great for outdoor activities, while the fall and spring are ideal for exploring cultural sites and enjoying milder temperatures. The winter months are great for skiing and winter sports.

• What are the top attractions to visit in New Mexico?

Some of the top attractions in New Mexico include the White Sands National Park, Carlsbad Caverns National Park, the Santa Fe Plaza, the Taos Pueblo, and the Albuquerque International Balloon Fiesta.

• What is the food like in New Mexico?

New Mexico has a unique cuisine that is influenced by Native American, Spanish, and Mexican cultures. Some popular dishes include green chile stew, enchiladas, and sopapillas.

• What is the weather like in New Mexico?

New Mexico has a semi-arid climate, with hot summers and cool winters. The state can experience sudden changes in weather, especially in the mountains and desert regions.

• What is the cost of living in New Mexico?

New Mexico has a lower cost of living compared to other states in the US. Housing, food, and transportation are generally affordable.

• What are the outdoor activities to do in New Mexico?

New Mexico offers a variety of outdoor activities, including hiking, skiing, rafting, hot air ballooning, and rock climbing.

• What are the cultural experiences to have in New Mexico?

New Mexico has a rich cultural heritage, with a mix of Native American, Spanish, and Mexican influences. Visitors can explore historical sites, museums, and cultural centers to learn more about the state’s past and present.

• What are the accommodations like in New Mexico?

New Mexico has a range of accommodations, from basic motels to luxury resorts. Visitors can choose from hotels, bed and breakfasts, vacation rentals, and camping sites.

• What is the transportation like in New Mexico?

New Mexico has a network of highways and roads that make it easy to get around. Visitors can also fly into one of the state’s major airports or use public transportation options like buses and trains.

• What are the safety concerns when visiting New Mexico?

Like any destination, visitors should be mindful of their surroundings and take precautions to ensure their safety. Some areas of the state may be more prone to crime, and visitors should be aware of potential risks when traveling in remote or rural areas.

There we have it- an overview of tourism in New Mexico outlining why people choose to travel here and what the impacts of this might be. If you enjoyed this article, I am sure you will like these too:

• The volcanos in New Mexico- 12 things you need to know
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New Mexico's tourism industry sees all-time record

“A driving force behind tourism in Las Cruces has been the Organ Mountains-Desert Peaks National Monument,” Visit Las Cruces Executive Director Rochelle Miller-Hernandez said. “In a boost to outdoor recreation, since its designation in 2014, the monument has had a cumulative economic impact of $234 million-dollar, $35 million of that was in 2022 alone. It remains a large part of our marketing and has positively impacted our local businesses and lodging.”

New Mexico set a record for direct visitor spending in 2022, reaching $8.3 billion, the New Mexico Tourism Department (NMTD) said. That is an increase of $1.1 billion compared to 2021 and exceeded the state’s all time high of $7.4 billion in 2019.

Tourism in 2022 also had a significant influence on job creation, NMTD said an estimated 70,433 jobs were sustained by visitor spending, surpassing the 2021 figures by more than 7,000 jobs.

Tourism’s total economic impact in 2022 in New Mexico was $11.2 billion, the department said. That figure includes direct visitor spending, household consumption, the supply chain and business-to-business transactions.

NMDOT said visitors spent $2.7 billion on lodging, constituting 32 percent of all visitor spending in 2022, a 13 percent increase over the previous record set in 2019.

A total of $1.9 billion was spent on food and beverage, representing 23 percent of all visitor spending in 2022, and an 11 percent increase over the previous record set in 2019. Almost half of all visitor spending occurred in rural communities.

Earlier this year, NMTD published its annual visitor volume report, which highlighted a record 40.8 million trips to New Mexico in 2022. Of those trips, 16.7 million were overnight trips. Business trips represented 9 percent of all trips in 2022, which was a total almost double that of 2021.

NMDT’s Tourism Economic Impact Report for 2022 can be viewed at www.newmexico.org.

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State agency measures impact of pandemic on New Mexico's tourism industry

San juan county among the most severely affected in state.

• The dashboard includes a tourism injury index, which evaluates the likelihood of a quick recovery for the tourism industry by county.
• San Juan County has fared worse than most of its counterparts across the state with a score of 6.75.
• Several other counties fared worse with a score of 7 or greater.

FARMINGTON — New Mexico tourism officials have developed a formula for measuring the impact of the COVID-19 pandemic on the state's tourism industry, and the information can be accessed in the form of an online data dashboard featured on the state tourism department website.

The dashboard includes a tourism injury index , which evaluates the likelihood of a quick recovery for the tourism industry by county, according to a press release from the tourism department.

The index factors in such variables as year-over-year revenue loss, percentage of short-term rentals compared to traditional lodging properties, dependency on visitor spending, and reliance on meetings and conventions as variables.

According to the index, San Juan County has fared worse than most of its counterparts across the state with a score of 6.75, but not as badly as a handful of other counties, each of which measured 7 or greater on the scale. Those counties include Bernalillo, Santa Fe, Eddy, Socorro, McKinley, Guadalupe and Quay. Those high scores on based on the severity of the economic injury they have suffered and a slower projected timeline for recovery, tourism officials said.

Bernalillo and Quay fared worse than any other counties in the state with scores of 7.75. The least-impacted counties in the state were Mora (4) and Sandoval (4.25).

The data dashboard, which can be found at newmexico.org/industry/news/2021-legislative-session/ , is designed to provide weekly updates of occupancy rates and travel spending, as well as monthly updates on unemployment in the leisure and hospitality sector. It also features year-over-year breakdowns of changes to tourism revenue and unemployment rates on a county-by-county basis.

In the category of year-over-year tourism revenue loss, San Juan County again fared poorly, though not as bad as many other counties. Its loss was 19.94%, which was still a better showing than that of Santa Fe County, which was hardest hit with a loss of 35.1%. Lea County was next at 29.75%, closely followed by De Baca County (28.36%), Taos County (23.47%) and Bernalillo County (22.82%).

Two counties in the state saw year-over-year increases in tourism revenue. Torrance County led the way at an 11.08% increase, while Otero County was second at 7.75%.

An executive budget recommendation for fiscal year 2022 includes an appropriation of $25 million for tourism recovery in New Mexico, according to the release, which cites an anticipated timeline for recovery of the industry of three years.

"The numbers in this data dashboard and the findings from the tourism injury index demonstrate how imperative it is that we invest in tourism recovery that support every part of the state right now," Cabinet Secretary Jen Paul Schroer stated in the press release. "The $25 million special appropriation is a targeted investment in tourism recovery that will keep New Mexico competitive and will help kickstart our economy when we can begin to promote travel again."

Tourism officials have estimated a loss of $3.15 billion in visitor spending in the state for 2020, a total that included a loss of $163 million in state and local tax revenue. They also estimate 20,000 people from the leisure and hospitality sector have lost their jobs because of the pandemic.

Mike Easterling can be reached at 505-564-4610 or [email protected]. Support local journalism with a digital subscription .

Travel, Tourism & Hospitality

Travel and tourism in Mexico - Statistics & Facts

Tourism in mexico during covid-19, international and domestic tourism in mexico, key insights.

Detailed statistics

Share of tourism contribution to GDP in Mexico 2010-2022

Tourism spending in Mexico 2010-2022, by type

Quarterly tourism workforce in Mexico 2018-2023

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Inbound tourism volume in Mexico 2016-2022

Largest hotel companies in Mexico 2022, based on revenue

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Countries with the highest number of international tourist arrivals in the Americas from 2019 to 2022 (in millions)

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Number of jobs related to travel and tourism in Latin America in 2022, by country (in millions)

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Leading countries in the Americas in the Travel & Tourism Development Index (TTDI) in 2021

Key economic figures

• Premium Statistic Share of tourism contribution to GDP in Mexico 2010-2022
• Premium Statistic Tourism GDP in Mexico 2010-2022
• Premium Statistic Tourism GDP in Mexico 2022, by activity
• Premium Statistic Tourism FDI in Mexico 2010-2022
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Tourism sector as a percentage of gross domestic product in Mexico from 2010 to 2022

Tourism GDP in Mexico 2010-2022

Contribution of the tourism sector to the gross domestic product in Mexico from 2010 to 2022 (in billion Mexican pesos)

Tourism GDP in Mexico 2022, by activity

Contribution of the tourism sector to the gross domestic product in Mexico in 2022, by economic activity (in billion Mexican pesos)

Tourism FDI in Mexico 2010-2022

Foreign direct investment in the tourism sector in Mexico from 2010 to 2022 (in million U.S. dollars)

Tourism establishments in Mexico 2010-2020

Number of establishments in the tourism sector in Mexico from 2010 to 2020 (in 1,000s)

Number of employees in the tourism sector in Mexico from 1st quarter 2018 to 2nd quarter 2023 (in millions)

Tourism volume and expenditures

• Premium Statistic Inbound tourism volume in Mexico 2016-2022
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• Premium Statistic Most visited archeological sites in Mexico 2022
• Premium Statistic Quarterly accommodation and holiday package spending in Mexico 2016-2020

Number of international tourists in Mexico from 2016 to 2022 (in millions)

Inbound tourism spending in Mexico 2016-2022

Expenditure of international tourists in Mexico from 2016 to 2022 (in billion U.S. dollars)

Per capita spending of inbound tourists in Mexico 2016-2022

Average expenditure per trip of international visitors in Mexico from 2016 to 2022 (in U.S. dollars)

Number of domestic hotel guests in Mexico 2010-2020

Number of domestic tourists in hotels in Mexico from 2010 to 2020 (in millions)

Domestic tourism spending in Mexico 2010-2022

Expenditure of domestic tourists in Mexico from 2010 to 2022 (in billion Mexican pesos)

Cruise passenger traffic in Mexico 2022, by port

Number of cruise passengers in Mexico in 2022, by port (in 1,000s)

Most visited archeological sites in Mexico 2022

Most popular archeological sites in Mexico in 2022, by number of visitors (in 1,000s)

Quarterly accommodation and holiday package spending in Mexico 2016-2020

Quarterly expenditure on accommodation and tour packages in Mexico between 2016 and 2020 (in billion Mexican pesos)

Hotel industry

• Premium Statistic Number of hotels in Mexican states 2023
• Premium Statistic Largest hotel companies in Mexico 2022, based on revenue
• Premium Statistic Hotel room occupancy in Mexico 2010-2022
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• Premium Statistic Occupancy rates in key Mexican hotel markets 2022
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• Basic Statistic Top Mexican resorts 2023, by user ratings

Number of hotels in Mexican states 2023

Number of hotel establishments in Mexico as of June 2023, by federal state

Leading companies in the hotel industry in Mexico in 2022, by net revenue (in billion Mexican pesos)

Hotel room occupancy in Mexico 2010-2022

Occupancy rate of hotel rooms in Mexico from 2010 to 2022

Hotel room occupancy rate in Mexico 2019-2022, by type of location

Room occupancy of hotel establishments in Mexico from 2019 to 2022, by type of location

Occupancy rates in key Mexican hotel markets 2022

Tourist destinations with highest hotel room occupancy in Mexico in 2022

Main tourist destinations in Mexico 2020-2022, by number of occupied rooms

Leading travel destinations for overnight tourism in Mexico from 2020 to 2022, by number of occupied hotel rooms

Top Mexican resorts 2023, by user ratings

Best-rated resorts in Mexico in 2023, based on user scores

Traveler preferences

• Premium Statistic Most popular holiday destination type for Mexicans 2022
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Most popular holiday destination type for Mexicans 2022

Most common type of travel destination for leisure travelers from Mexico as of June 2022

Most popular domestic holiday destinations in Mexico 2022

Most common domestic travel destinations in Mexico as of June 2022

Favorite aspects of domestic holiday trips for Mexicans 2022

Preferred amenities of domestic leisure tourists in Mexico as of June 2022

Favorite aspects of outbound holiday trips for Mexicans 2022

Preferred amenities of international leisure tourists from Mexico as of June 2022

Favorite type of holidays for Mexicans 2022

Preferred type of vacation trips by tourists from Mexico as of June 2022

Breakdown of Mexican holidaymakers 2022, by travel companion

Distribution of leisure tourists from Mexico as of June 2022, by travel companionship

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The New Mexico Tourism Department unveils New Mexico True brand refresh

Key features of New Mexico True brand refresh include modernized logo and emphasis on video storytelling

On April 13, 2021, the New Mexico Tourism Department (NMTD) unveiled a refresh of the New Mexico True brand as the state prepares to revitalize tourism for the state.

A major feature of the brand refresh is a modernized logo and the inclusion of “The Land of Enchantment” as the tagline for New Mexico True. The logo refresh will improve legibility and will offer more flexibility of usage across different channels. In order to retain a fresh and unique voice for New Mexico True and stay ahead of the competition, the New Mexico True brand will focus its creative execution efforts on dynamic storytelling.

“The New Mexico True brand, since its inception, has been a reflection of the authenticity of the Land of Enchantment,” Tourism Secretary Jen Paul Schroer said. “And now that we’re on the verge of an era of renewal for New Mexico’s tourism industry, we’re hopeful that the refresh of the New Mexico True brand will provide the inspiration and reinvigoration we will need to rebuild demand for travel to New Mexico.”

“Tourism in New Mexico has been so successful due in large part to the strength of the New Mexico True brand,” Gov. Michelle Lujan Grisham said. “And now, as we begin to set our sights on renewal and revitalization, we’re ready to build upon everything that made the New Mexico True brand great so our tourism industry can reach new heights.”

Beyond the new logo, the public will also see a new direction and voice in the advertising creative. The rebrand will feature the launch of a series of stories that highlight the state’s icons and rich history, from hot air ballooning to the founding of Taos Ski Valley to America’s first wilderness area, the Gila. These creative placements are in production and will be ready to enter the media marketplace at the appropriate time.  

Since its inception in 2012, New Mexico True has established itself as a nationally recognized, award-winning brand that showcases “Adventure Steeped in Culture.” Due in large part to the power of the New Mexico True brand, New Mexico has realized record-breaking tourism growth including a 34% increase to $7.4 billion in visitor spending from 2011 to 2019. In 2019, the tourism industry generated $737 million in state and local taxes.

As a testament to the strength of the brand, viewers of New Mexico True creative placements were significantly more likely to view New Mexico as a good place to live, work, and raise a family. The brand refresh of New Mexico True will help reinvigorate New Mexico’s severely damaged tourism sector.

NMTD will begin transitioning to use of the new logo across its owned channels including the website ( www.newmexico.org ) and social media channels. Signage, displays and other iterations of the New Mexico True logo will be updated when possible. While advertising efforts have been on hold throughout the pandemic, the NMTD will continue to work closely with industry partners to ensure the integration of the new logo is seamless for future branding and advertising campaigns. 

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Nature-based tourism project explores environment/economy connections

We recently completed a project with Mississippi State University Extension to understand how coastal Mississippi nature-based tourism businesses impact the economy.

What did we learn?

149 businesses generated $186 million in sales for the region last year 285,000+ visitors and 177,000+ locals went to sites that are part of the Mississippi Gulf Coast Natural Heritage Area such as the Grand Bay NERR , Pascagoula River Audubon Center , and Crosby Arboretum . Top nature-based tourism activities are enjoying scenery, fishing, boating, and biking

The project team also asked local nature-based tourism businesses about challenges and barriers to industry growth. They identified social media and marketing, collaboration with other stakeholders, and increased environmental stewardship as key improvements that would help them succeed. This project was funded through our Gulf Star Program .

This project came out of our Human Benefits of Nature cross-team .

Read the full report on the Human Benefits of Nature page under “resources.”