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On Monday, Feb. 10, 2025, New Mexico Tourism Department (NMTD) Acting Secretary Lancing Adams will make the case to the Legislature to bring New Mexico True to an international audience.
Source: New Mexico Tourism Department
Photo: Courtesy New Mexico True
Adams is scheduled to present the fiscal year 2026 executive budget recommendation to the House Appropriations and Finance Committee on Feb. 10 at 1:30 pm, followed by the Senate Finance Committee on Feb. 11 at 1:30 pm.
The Tourism Department’s FY26 budget recommendation includes a modest increase of 3.3 percent over the FY25 operating budget. The additional money would allow the department to add two new full-time employees to meet an increasing demand for programs and services. The FY26 budget proposal also focuses on continuing and sustaining successful new initiatives created by the Tourism Department over the past year.
One of the pillars for FY26 is a strategic entry into international marketing. During an October 2024 interim committee presentation, Adams identified Munich and London as two markets NMTD intends to enter as a part of the department’s 2025 Spring/Summer campaign. Entry into these two markets will happen through a partnership with Brand USA centered on the Route 66 Centennial as a focal point of the campaign. NMTD is requesting a $16 million special appropriation to amplify national and international marketing and advertising.
“After studying the data and observing travel trends, it’s become clear – international travelers are ready for the Land of Enchantment,” Adams said. “We’ve laid the foundation for a strategic entry into select international markets, and we hope the Legislature grants us the adequate resources to make the move a success.”
The international initiative will compliment a travel trade strategy currently deployed by NMTD. Thanks to a $500,000 grant from the Small Business Administration and a dedicated full-time employee, NMTD reinstituted its travel trade program in FY25. Through this revitalized travel trade program, NMTD connects with travel buyers and product developers representing international tour operators to add packaged travel experiences that include New Mexico.
The Route 66 Centennial Grant Program, established to provide destinations and tourism-related nonprofits with grants to support marketing and promotion, special events and infrastructure development, is among the department’s new initiatives. NMTD recently awarded $1.6 million to tourism-related entities across nine New Mexico communities along Route 66 in advance of the centennial celebration in 2026.
The Marketing Center of Excellence Bureau, which supports executive agencies in developing robust, high-impact marketing and outreach campaigns, is another initiative that is already making a difference for NMTD and other state agencies. The Marketing Center of Excellence played a major role in the planning and execution of the state’s “Breaking Bad Habits” anti-litter campaign launched by Gov. Michelle Lujan Grisham. The bureau also worked with the New Mexico Taxation and Revenue Department and the Motor Vehicle Division on a campaign to boost awareness for Mobile ID services. To ensure that the Marketing Center of Excellence continues to deliver on its legislative mandate, NMTD is recommending a $2 million special appropriation for the program.
Other noteworthy items from the FY26 NMTD budget recommendation include $2 million for continuation of the state’s anti-litter and beautification campaign and $1.9 million for tourism infrastructure grants through the department’s Destination Forward Program.
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Currently, the LFC budget recommendation does not include any funding for the Marketing Center of Excellence Bureau. The LFC budget also carves out $1 million of the $16 million special appropriation for the statewide beautification campaign, leaving that special appropriation underfunded by $1 million.
“We are best positioned to deliver on our mission to grow New Mexico’s economy through tourism when we have the adequate resources and staffing to meet the moment,” Adams said. “We hope the Legislature will fulfill our request so we can continue to deliver results for New Mexicans.”
The LFC budget recommendation does include the $1.9 million special appropriation for the Destination Forward Program.
