Santa Fe Tourism Board outlines new digital marketing and PR strategies for 2024

Santa Fe's City Council has outlined a robust marketing strategy aimed at boosting tourism and enhancing the visitor experience during their recent budget meeting. A significant focus of the discussion was on the city’s advertising approach, which is predominantly digital, targeting potential visitors actively searching for travel options in the Southwest. The council emphasized that while the $4 million advertising budget may not be visible to everyone, it is strategically designed to reach those most likely to visit Santa Fe.

The council highlighted the effectiveness of their public relations efforts, managed by the Lou Hammond Group, which has generated an impressive $23.1 million in earned media value over the past year. With a modest investment of under $300,000, the return on investment is deemed exceptional, and the council plans to continue this partnership to maintain strong media presence and encourage press trips to the city.

In addition to traditional advertising, the city is evolving its marketing strategies to incorporate artificial intelligence. A new chat feature on the city’s tourism website will allow users to interact and receive tailored information, enhancing the online visitor experience.

The council also discussed the importance of group sales efforts, noting a gradual recovery in the convention and meeting sector post-pandemic. They plan to attend numerous trade shows to engage directly with meeting planners and consumers, particularly in key markets like Dallas and Denver, where interest in Santa Fe remains high.

Improvements to the community convention center were also on the agenda, with plans for upgrades including enhanced outdoor space and better accessibility. These enhancements aim to accommodate larger groups and improve overall functionality.

Lastly, the council is committed to increasing lodgers tax collections, particularly from short-term rentals, through new software and reinstated audits. This initiative is expected to bolster city revenue, which has already seen a significant increase, reaching approximately $18.1 million annually, up from pre-pandemic levels.

Overall, the meeting underscored Santa Fe's proactive approach to tourism marketing and infrastructure improvements, setting the stage for continued growth and enhanced visitor experiences in the coming years.