Governor Announces Fourth Consecutive Year Of Record-Shattering Tourism Numbers

Gov. Susana Martinez
SANTA FE — For the fourth year in a row, Gov. Susana Martinez announced Tuesday that more people are visiting New Mexico than ever before – shattering the previous record-breaking numbers held under this administration. In 2015, 700,000 more trips were taken in New Mexico than in 2014, bringing the total number for the year to 33.4 million – an all-time high. 
“New Mexico is the most beautiful state in the country. And now, because of our tourism efforts, more people than ever before are visiting our state and spending more of their money in our communities,” Martinez said. “New Mexico True allows us to showcase adventures all around the Land of Enchantment that truly feed the soul like no other state is able to do. As a result, we’re breaking tourism records and sharing our unique culture, scenic vistas, unrivaled ski slopes and, of course, our green chile.”
In early 2012, Martinez launched the New Mexico True campaign, which promises tourists that they will experience “adventures that feed the soul.” Over the last five years, New Mexico True advertising spending has increased by more than 284 percent, allowing the campaign access to seven of the top 10 travel markets in the country, attracting 2.2 million more people since 2012. The number of overnight trips coming from other states has increased from 73 percent of total trips in 2010 to 84 percent in 2015.
“The strong growth in visitation over the past four years can be attributed to increased awareness of New Mexico as a destination through the New Mexico True campaign, which is also successful as a platform for unified messaging for New Mexico’s tourism industry,” said Tourism Department Cabinet Secretary Rebecca Latham. “We’ve learned so much through research since the campaign launched, and we keep finding new ways to put that data to use in all of our advertising and marketing efforts.”
Tourism continues to be a leader in job growth as well, with another 2,567 jobs added in 2015 – a 2.4 percent increase since last year and an 8.4 percent increase since 2010.