Visit Las Cruces outlines tourism strategies and economic impact in recent update

During the recent Las Cruces Council Work Session on May 12, 2025, city officials discussed significant developments in tourism and event planning that aim to enhance the local economy and community engagement.

A key focus of the meeting was the promotion of Las Cruces as a premier tourism destination. The marketing team highlighted that tourism contributes approximately $521 million to the local economy, sustaining 8.4% of jobs in Doña Ana County. The city's efforts to attract visitors include targeting conventions, sports events, and outdoor recreation, with a dedicated sales team working to generate overnight stays and visitor spending.

Albert Herrera, the director of sales for Visit Las Cruces, outlined the strategies employed to market the city, including attending trade shows and hosting site visits for potential clients. These efforts have shown promising results, with a notable increase in interest from the motor coach market, which had previously declined during the pandemic.

The Las Cruces Convention Center has also seen improvements, including the installation of new digital screens and furniture, as well as upgrades to high-speed internet. These enhancements are designed to attract more conferences and events, with the center already on track to exceed the number of events hosted in 2024.

The meeting also highlighted successful past events, such as the AgrAbility national training conference and the American Walking Club's biannual convention, which brought hundreds of visitors to the area. Looking ahead, the city is preparing for a variety of upcoming events, including the Southern New Mexico Book Festival and the return of the Mesilla Valley Balloon Rally.

In addition to tourism, the council discussed community events that foster local culture and engagement. The annual "Meet a Las Cruces" event attracted around 12,000 attendees this year, showcasing the city's unique offerings and promoting local organizations.

As Las Cruces continues to enhance its tourism strategies and community events, city officials remain committed to leveraging these initiatives to boost the local economy and enrich the lives of residents. The ongoing collaboration between city departments and local organizations is expected to yield further positive outcomes for the community in the coming years.