Visit Las Cruces unveils 2025 tourism guide and advertising strategy

The Las Cruces City Council held a work session on May 12, 2025, focusing on tourism initiatives and marketing strategies for the upcoming fiscal year. Key discussions highlighted the successful launch of the 2025 Visit Las Cruces visitors guide, which features a mural by local artist Tina Belew and is notable for being ad-free, allowing visitors to concentrate on attractions without distractions.

The council also reviewed new merchandise for the visitor center, which has seen increased interest following a rebranding effort. Unique products, including custom candles with scents inspired by the region, were introduced to enhance the visitor experience.

Looking ahead to fiscal year 2026, the council outlined plans for expanded advertising efforts, including campaigns on popular streaming platforms like Disney Plus and Hulu. Additionally, the introduction of multilingual marketing materials aims to make information more accessible to a broader audience. The council emphasized targeted campaigns to promote specific tourism drivers, such as wine tourism, to attract visitors.

The meeting also introduced Nuvia, a new marketing specialist, who will contribute to social media engagement and content creation. The team highlighted various promotional tools, including influencer partnerships and video content, to showcase Las Cruces' attractions.

Overall, the session underscored the city's commitment to enhancing tourism through innovative marketing strategies and community involvement, setting a positive tone for the upcoming fiscal year.