Santa Fe Tourism Director presents $4.2M advertising budget to finance committee

The Santa Fe City Council's recent budget meeting highlighted significant developments in the tourism sector, with a focus on the Santa Fe Film Office and the arts and culture budget. Randy Randall, the Santa Fe Tourism Director, presented an optimistic outlook for the upcoming year, emphasizing the city's strong position as the second most desired destination in the U.S., according to Conde Nast Traveler and Travel + Leisure polls.

Randall, who has over 45 years of experience in the hospitality industry, reported that the tourism department secured more than $23 million in earned media in 2024 and successfully hosted 228 meetings and events at the community convention center. This impressive performance underscores the department's commitment to enhancing Santa Fe's visibility and appeal as a travel destination.

The budget for the tourism division includes a substantial advertising investment of $4.2 million, aimed at core markets such as Colorado Springs, Denver, Dallas, Austin, Houston, and Phoenix. Texas remains a key focus due to its large population centers, while the department also plans to explore opportunities in Los Angeles, San Francisco, and Chicago.

Importantly, all funding for the tourism initiatives comes from lodgers' tax revenue, ensuring that no general fund resources are utilized. This strategic approach allows the tourism team to concentrate on effective marketing strategies that drive visitors to Santa Fe, ultimately benefiting the local economy.

As the meeting concluded, the council members expressed support for the tourism budget, recognizing its potential to further elevate Santa Fe's status as a premier destination. The emphasis on targeted advertising and market expansion is expected to yield positive results for the city's tourism sector in the coming year.