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New Mexico’s tourism industry sees all-time record spending  

Oct 18, 2023 | Press Releases

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Nearly half of record $8 billion spent in rural communities

In an outstanding display of New Mexico’s growing appeal as a tourist destination, the state set a new record for direct visitor spending. A comprehensive study conducted by the New Mexico Tourism Department revealed that the state recorded an unprecedented $8.3 billion in direct visitor spending in 2022, marking a substantial increase of $1.1 billion compared to 2021. This achievement exceeds the previous all-time high set in 2019 at $7.4 billion.

“New Mexico’s record-breaking tourism success in 2022 is a testament to the incredible allure of our diverse landscapes, vibrant culture, and warm hospitality,” said Gov. Michelle Lujan Grisham . “The numbers bear out what New Mexicans already know: there is truly no place in the world like our beautiful state. We will continue to invest in and promote the Land of Enchantment, ensuring that New Mexico remains a top destination for travelers while also benefiting local residents and businesses.”

In addition to the economic impact, tourism in 2022 also had a significant influence on job creation. An estimated 70,433 jobs were sustained by visitor spending, surpassing the 2021 figures by over 7,000 jobs.

The positive impact extended to state and local taxes, as visitor spending generated $782 million in 2022. This represented a 10 percent increase from 2021 and significantly contributed to offsetting the tax burden on New Mexican households, reducing it by an average of $981 per household.

The study also found a staggering $11.2 billion in total economic impact from tourism in 2022. This total encompasses not only direct visitor spending but also indirect and induced impacts, including household consumption, the supply chain, and business-to-business transactions.

Key findings from the report highlight the various sectors benefiting from this tourism boom, including:

  • Visitors spent $2.7 billion on lodging, constituting 32 percent of all visitor spending in 2022, and marking 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.

According to the report, roughly 48 percent of all visitor spending occurred in rural communities, equating to $4 billion in direct visitor spending and $349 million in state and local taxes.

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.

The full Tourism Economic Impact Report for 2022 can be viewed on the NMTD website .

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Record high visitors nationwide came to New Mexico in 2021

ALBUQUERQUE — New Mexico saw a record-breaking number of almost 40 million visitors last year, according to a new report released this week by the state's tourism office.

The study determined 39.2 million people came to the Land of Enchantment and generated $7.2 billion in spending across the state, the Albuquerque Journal  reported . That is 1 million more than the previous record set in 2019.

“It should be a point of celebration for all of New Mexico that we were able to exceed even the most favorable trajectories for tourism recovery within calendar year 2021,” Jen Schroer, the state's Tourism Department cabinet secretary, said in a statement.

The calculations were based on tax collections, lodging performance data and other information. Visitors not only included travelers who came from abroad but anyone who came from at least 50 miles away “and deviated from their normal routine.”

The annual report found the total economic impact of tourism from last year to be around $10 billion. This includes indirect spending like purchases by tourism-centric businesses and “induced impacts” like workers' wages shaped by traveler spending.

The department attributes $7 billion to record spending by domestic travelers.

Since 2017, New Mexico has seen a steady rise in visitors each year until a dip in 2020 because of the pandemic. Still, the state received 35 million visitors despite travel restrictions. But as measures eased up in 2021, tourism also went up.

Tourism last year drove up the food and beverage industry in New Mexico, which saw $1.7 billion in direct sales. The report also found lodging led to $1.6 billion in direct sales.

Local and state tax revenue through tourism stood at more than $700 million last year.

The state Tourism Department is looking to branch out in its outreach. Officials plan to advertise in new markets like the city of San Francisco, Schroer said. They already made a request to the state Legislative Finance Committee last week for $20 million be budgeted for this.

It's the only way to stay competitive and “to meet growing demand,” she added.

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Record number of domestic tourists came to visit New Mexico last year

Oct. 27—Last year proved to be a strong one for tourism in New Mexico, with millions of visitors making their way across the Land of Enchantment and spending billions of dollars in the process.

According to a New Mexico Tourism Department report released this week — which analyzed tax collections, lodging performance data and other information, and was assembled by Tourism Economics — nearly 40 million people traveled to the state last year.

That mass influx of traveling, which includes international visitors and "those who came from a distance greater than 50 miles and deviated from their normal routine," also led to $7.2 billion in spending with businesses across the state, according to the report.

The department said in its report, which it releases annually, that the overall economic impact — including both induced and indirect impacts — stood at $10 billion. Indirect impacts include purchases by tourism-focused businesses, and induced impacts include wages of employees impacted by traveler spending in the tourism sector.

Overall, about $7 billion of spending in New Mexico came directly from domestic travelers — a new record, according to the department. International travelers accounted for nearly $200 million in spending in the state last year.

The number of visitors — 39.2 million — in New Mexico last year was also a record, the department said.

"It should be a point of celebration for all of New Mexico that we were able to exceed even the most favorable trajectories for tourism recovery within calendar year 2021," Tourism Department Cabinet Secretary Jen Schroer said in a statement.

By the numbers

The number of visitors last year was roughly 1 million higher than the previous high of 38.2 million in 2019, according to the report.

In fact, over the past five years, New Mexico had seen an increase in travel annually. For instance, 2017 had seen about 36.1 million travelers with 2018 realizing about 37.5 million travelers, according to the report.

In 2020, when the COVID-19 pandemic hit and limited travel across the state, New Mexico still saw about 35 million visitors. But as restrictions began to lift, and as more people began to travel into New Mexico, that number shot up and translated to an increase in millions for 2021 — an 11.4% increase year over year.

Spending, for the most part, also increased incrementally — with the exception of 2020, when spending stood at $5.8 billion — since 2017.

Other than last year, 2019 proved to be the best year in visitor spending — with about $7.4 billion flowing into New Mexico's economy through purchases by travelers. Since 2017, the state realized an increase of roughly $600 million.

Food and beverage sales were by far the largest of sales by industry, with roughly $1.7 billion in direct sales, according to the report. Lodging accounted for nearly $1.6 billion in direct sales in 2021.

Local and state tax revenue through tourism stood at more than $700 million last year.

And, according to the report, more than 80,000 jobs were supported by tourism — a majority of which were jobs directly created by tourism in the state, others which were indirectly supported or induced.

Locally, tourism has picked up in Albuquerque as lodgers tax revenue for fiscal year 2022 — which spanned from July 1, 2021, through June 30, 2022 — stood at $16.3 million, surpassing the previous record set in fiscal year 2019 by nearly $2 million, according to data provided by Visit Albuquerque. Moreover, the hotel occupancy rate in Albuquerque for fiscal year 2022 averaged nearly 66%, up from 59% in the previous fiscal year when travel was still limited by the pandemic.

"This rebound was the result of deliberate decisions and collaborative efforts by Visit Albuquerque, the local hospitality community, leadership of the City of Albuquerque and the New Mexico Tourism Department," Visit Albuquerque CEO and President Tania Armenta said.

Schroer sat on a panel Monday hosted by commercial real estate organization NAIOP New Mexico, in which she mentioned a push to advertise in new markets. She told business leaders one of those markets is San Francisco. The Tourism Department, in fact, asked for a $20 million special appropriation as part of a budget request they presented to the Legislative Finance Committee last week.

"In order to remain competitive and to sustain this growth trajectory, we must continue investing in our national marketing efforts and support the needs of our tourism infrastructure to meet growing demand," Schroer said.

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KRQE NEWS 13 - Breaking News, Albuquerque News, New Mexico News, Weather, and Videos

Early data is encouraging for NM tourism recovery

by: Annalisa Pardo

Posted: Dec 19, 2021 / 10:00 PM MST

Updated: Dec 20, 2021 / 11:35 AM MST

NEW MEXICO  (KRQE) – Early data shows New Mexico tourism is rebounding quicker than expected. In December 2020, things looked different.

“A winter surge was really starting to take route this time last year,” said Cody Johnson, Director of Communications at the New Mexico Tourism Department.

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As COVID-19 cases soared, there were restrictions on mass gatherings, events, and businesses. Also, vaccines were not yet widely available. “That, you know, played, played a big role in…there not being a lot of travel activity back at this point last year,” said Johnson.

Fast forward a year, and things are looking up. “We were able as the Tourism Department to reactivate our national advertising in May of 2021,” said Johnson.

He said that the state reopening in July helped tourism rebound, and it’s rebounding quicker than expected. “There were some projections that were as late as in some measures seven years down the road,” said Johnson.

But already, data shows hotel occupancy and estimated visitor spending is near pre-pandemic, 2019 levels. “The fact that it’s getting to that point where it’s almost matching pre-pandemic levels is a very exciting and a very encouraging thing,” said Johnson. “Travel is back, tourism is back and I think people are seeing that.”

Johnson says there are a few attributes New Mexico has that are helping speed up recovery. For example, the state does not rely heavily on business or international travel which are both slow to return. New Mexico tourism depending more on domestic and outdoor recreation also helps.

“As people continue to seek opportunities for outdoor recreation and outdoor adventure, New Mexico is going to benefit from that as well,” said Johnson.

He said the department’s main focus right now is trying to find hospitality staff to keep up with the demand. “We continue to hear from folks in the tourism business community that there’s still a challenge with the workforce in trying to bring it back to full capacity,” he said.

To address the worker shortage, the Tourism Department and Department of Workforce Solutions recently launched a hospitality t r aining reimbursement program. It helps business owners train new employees and create new opportunities for current employees to create a career path in hospitality and tourism.

As pandemic conditions continue and the omicron variant spreads, Johnson said the department will continue its messaging informing visitors of the current mandates like wearing masks when indoor at public places.

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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.

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Immerse yourself in our painted skies, abundant space and more than 310 days of sunshine, which make it possible to ski the slopes of the Sandia Mountains and play a round at one of our award-winning golf courses , all in the same day. Albuquerque is an oasis in the high desert, full of rich history and inspiring ideas. Plan your trip today , and leave Albuquerque viewing your own world in a whole new light.

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  3. New Mexico Tourism Department releases Tourism Injury Index

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  4. Tourist Attractions Guide: New Mexico Travel Guide Map

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COMMENTS

  1. New Mexico Tourism Department Research

    Research, Plans & Reports. The Research Program is responsible for providing the Tourism Department and its industry partners with visitor data and research studies that allow a better understanding of current and potential customers, provide insight into how New Mexico is perceived as a visitor destination, measure the effectiveness of the Department's advertising strategies, and monitor ...

  2. New Mexico Breaks All-Time Visitor Volume and Domestic Visitor Spending

    In 2021, New Mexico surpassed the 2019 totals for domestic visitors by 1.5 million and domestic visitor spending by $159 million. The estimated spending per overnight trip was recorded at $335 for 2021, slightly surpassing the estimated overnight spending of $331 per trip in 2019. "The 2021 Tourism Economic Impact study is the greatest ...

  3. Resource Hub

    The New Mexico Tourism Department has created a dashboard with key economic indicators to serve as a barometer during the COVID-19 pandemic. The dashboard includes metrics essential to understanding the current economic landscape, such as the price of oil, employment, gross receipts and visitor spending, as well as insight into the recovery from the 2008 financial crisis.

  4. New Mexico's tourism industry sees all-time record spending

    In an outstanding display of New Mexico's growing appeal as a tourist destination, the state set a new record for direct visitor spending. A comprehensive study conducted by the New Mexico Tourism Department revealed that the state recorded an unprecedented $8.3 billion in direct visitor spending in 2022, marking a substantial increase of $1. ...

  5. PDF New Mexico's tourism industry sees all-time record spending

    the New Mexico Tourism Department revealed that the state recorded an unprecedented $8.3 billion in direct visitor spending in 2022, marking a substantial increase of $1.1 billion compared to 2021. This achievement exceeds the previous all-time high set in 2019 at $7.4 billion. "New Mexico's record-breaking tourism success in 2022 is a ...

  6. PDF New Mexico Tourism Department 2018 Annual Report

    The New Mexico Tourism Department's (NMTD) marketing strategy is thoroughly research based, utilizing the ... As seen in the charts and tables on this and the following page, Tourism Economics data shows 10.1% growth in direct tourism employment since 2011 (or 6,511 additional jobs). Direct, Indirect and

  7. Record high visitors nationwide came to New Mexico in 2021

    But as measures eased up in 2021, tourism also went up. Tourism last year drove up the food and beverage industry in New Mexico, which saw $1.7 billion in direct sales. The report also found ...

  8. PDF New Mexico Tourism Department 2015 Annual Report

    The New Mexico Tourism Department's (NMTD) marketing strategy is thoroughly research based, utilizing the highest quality data sources and analysis. The purpose of the NMTD Annual Report is to document and measure the state of New Mexico's tourism industry and NMTD's efforts to grow New Mexico's economy by

  9. Report: Estimates show New Mexico tourism generated more than $7B in

    New Mexico's tourism industry supports more than 83,800 jobs, which represents 8% of the state's labor force. Earlier this month, the NMTD presented its fiscal year 2024 budget request to the ...

  10. PDF Economic Impact of Visitors in New Mexico

    Visitor spending has increased for five straight years. Visitor spending in 2019 topped $7.4 billion, an increase of 5.0% year-over-year, and a more than $1 billion increase over 2015. Over the five-year period, visitor spending has cumulatively increased 18%; an annualized growth rate of 4.3%. 9.

  11. PDF New Mexico Visitor Profile (2015-2016)1

    New Mexico Tourism Department March 2018 . Y/Y % Growth. ... are 2 year averages from Longwoods International 201 5 and 2016 TravelUSA® data. 2 : A day trip is any journey more than 50 miles from home, for business or pleasure, outside your community, not part of your normal routine

  12. New Mexico Tourism Department

    Welcome to the New Mexico Tourism Department Industry Resource Website. Learn about NMTD initiatives, research, partnership opportunities, toolkits, career opportunities, partner news and information on use of the "New Mexico True" brand. Learn more about these featured programs, initiatives and proposals to support destinations and tourism ...

  13. PDF State of New Mexico Tourism Department FY20 Annual Tribal Report

    In 2011, the New Mexico Tourism Department developed a branding strategy to revitalize domestic tourism, a lead driver of New Mexico's economy. At that time, visitation was in decline and New Mexico suffered from both low awareness as a vacation destination and key

  14. Record number of domestic tourists came to visit New Mexico ...

    According to a New Mexico Tourism Department report released this week — which analyzed tax collections, lodging performance data and other information, and was assembled by Tourism Economics ...

  15. PDF ACTION PLAN Tourism Department

    The New Mexico Tourism Department participated in the Legislative Finance Committee's first LegisSTAT panel, a new hearing format hyper-focused on ... NMTD focuses on data for tourism revitaliza tion, and hosts a public economic recovery dashboard on its website. The dashboard features data from various sources on visitor

  16. New Mexico tourism industry rebounding quickly

    NEW MEXICO (KRQE) - Early data shows New Mexico tourism is rebounding quicker than expected. In December 2020, things looked different. "A winter surge was really starting to take r…

  17. Record number of domestic tourists came to visit New Mexico last year

    Last year proved to be a strong one for tourism in New Mexico, with millions of visitors making their way across the Land of Enchantment and spending billions of dollars in the process. According to a New Mexico Tourism Department report released this week — which analyzed tax collections, lodging performance data and other information, and ...

  18. New Mexico Tourism Department unveils economic impact calculator for events

    Enhancing the data integrity for tourism-related events will help communities and event planners make decisions informed by data. ... The New Mexico tourism industry has suffered severe economic injury due to the COVID-19 pandemic. NMTD estimates the state lost over $3.15 billion in visitor spending in 2020. The estimated loss of visitor ...

  19. The Official Website for Albuquerque, New Mexico Tourism

    Welcome to 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 ...

  20. New Mexico Tourism Department Resources

    The New Mexico Tourism Department's "Resources" section contains extensive department research, statistics on tourism in the state, and presentations given by NMTD. You will also find our latest comprehensive media plan that demonstrates where and when New Mexico True advertising will be in market, and assets available for your use to ...

  21. County-by-county breakdown offered of impact on NM tourism industry

    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.

  22. PDF The State of Tourism in New Mexico: A Review of the Data

    USTA data: New Mexico Travel Spending ($ Millions) Source: United States Travel Association $4,028 $4,039 $4,082 $4,169 $4,446 $4,888 $5,385

  23. Tropical Depression Alberto Followed By Gulf Area To Watch

    Alberto made landfall in Mexico this morning and there's a new area to watch for tropical development on its heels in the Gulf of Mexico through this weekend. ... To manage your data, visit Data ...

  24. New Mexico Tourism & Travel

    Visit New Mexico for a unique family vacation filled with exciting activities like skiing, hiking, shopping and sight seeing. Adventure awaits at every corner. Native American culture abounds. National and state treasures are easy to find. And history is created every day. You find them all here in every one of New Mexico's six regions. Find out what each area has to offer.