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The New Mexico Tourism Department’s Economic Impact Report from 2023, the latest year available, suggested visitor spending in Dona Ana County was $521.3 million and visitation sustained 8.4 percent of all jobs within the county.
Source: City of Las Cruces
Photo: Courtesy
City Council held a work session Monday, May 12, 2025, and received updates from Visit Las Cruces and the 2025 New Mexico legislative session.
Rochelle Miller-Hernandez, director of Visit Las Cruces, introduced her team and reminded Council that VLC is funded by the lodger’s tax that charges five percent per room night. In fiscal year 2024, the local lodger’s tax revenue for Las Cruces was $2.8 million.
The New Mexico Tourism Department’s Economic Impact Report from 2023, the latest year available, suggested visitor spending in Dona Ana County was $521.3 million and visitation sustained 8.4 percent of all jobs within the county.
The COVID-19 pandemic hindered travel and visitation for Las Cruces and cities throughout the world for a few years. But, according to statistics provided by VLC, 65 percent of industry professionals believe the travel industry is back to pre-pandemic levels.
VLC supports or backs several initiatives including conferences and conventions, the 2025 AgrAbility National Training, America’s Walking Club Biennial Convention, the Whole Enchilada Softball Tournament and the State 47 Las Cruces Marathon.
Upcoming events supported by VLC will include the 2026 New Mexico Municipal League Conference at the Las Cruces Convention Center and the Backyard Ultra Marathon at the Prehistoric Trackways National Monument.
VLC also anticipates a bump in the motorcoach market that used to have a large presence in Las Cruces but, for various reasons, moved to larger cities in the last few years. Now, VLC anticipates reentering the motorcoach convention market through 2028.
Visit Las Cruces also hosted “Mira! Las Cruces” in April for its third consecutive year. On April 26, 2025, the all-day “Mira!” festival drew an estimated 12,000 attendees to Plaza de Las Cruces.
In other business during Monday’s work session, Councilors received an update on the 2025 New Mexico Legislative Session from Chief Administrative Officer Barbara Bencomo and City Lobbyist Larry Horan.
The 60-day legislative session, which introduced 1,182 bills, was held Jan. 1 through March 22, 2025. Horan said he tracked 142 different pieces of legislation that were specific to the City of Las Cruces.
House Bill 8, an omnibus crime package that passed and was signed into law, included several pieces of legislation including criminal competency and treatment, competency restoration, the prohibition of firearm conversion devices, additional sentencing for fentanyl trafficking, changes to DWI blood testing and progressive penalties for motor vehicle theft.
Horan also highlighted housing and homelessness reduction initiatives including the $110 million statewide funding that’s expected to benefit Las Cruces and Senate Bill 267 on housing application fees that will protect renters by capping application and late fees.
Additional funding approved during the legislative session includes $12 million in Rural Air Service Grants, $1 million for the Las Cruces Air Show and $200 million for statewide water projects. The City of Las Cruces also received more than $13.8 million in funding for capital project priorities including the Fire Department’s Mobile Integrated Health/mental crisis response facility, the Police Department’s Real-Time Crime Center, the Paseos Verdes and Amador Crossing housing projects, and the Branigan Library renovation and expansion.
City Council thanked Horan, City staff and all area legislators who supported initiatives during the 60-day session.
Monday’s full work session can be seen on the City’s YouTube channel.
City Council will next meet in regular session at 1 p.m. Monday, May 19, 2025, in Council Chambers at City Hall, 700 N. Main St.
