Tourism director briefs senators on marketing gains, vacancy pressures and a $16 million national/international marketing special

Acting Cabinet Secretary Lansing Adams told the Senate Finance Committee that New Mexico’s tourism program posted record direct visitor spending in 2023 and that the department’s priorities include preserving recently hired staff and expanding marketing for Route 66 and international markets.

Adams said the agency has 59 authorized FTE and a vacancy rate that will fall below 7% in the coming days after two hires; LFC analyst Julissa Rodriguez told the committee the primary difference between the executive and LFC recurring recommendations is personnel cost — the executive recommended a larger personnel increase (roughly 3.9% vs. the LFC’s 1.3%). Adams said the agency reverted less than 1% of its budget last year.

Key program asks and differences: the executive recommendation included a $16,000,000 special for national and international marketing that supports four‑season campaigns, expanded California marketing and international work tied to the Route 66 centennial (plans to market in Germany and the U.K. with Brand USA were discussed). Adams said roughly $1,000,000 of the $16,000,000 was earmarked for cleanup/beautification in one presentation and that the cabinet is open to committee discussion about restoring funds for cleanup and beautification.

Marketing Center of Excellence: the department described implementation of the 2023 law establishing a Marketing Center of Excellence (House Bill 377). Department staff said the center currently operates with one permanent staff member (Francine Hopper) and contract support for creative production; the LFC recommended agencies could direct their existing advertising dollars to the center rather than a separate $2,000,000 special for the center in the tourism recommendation.

Other topics: senators questioned how the agency measures return on investment (ROI) for advertising; Adams said ROI studies have shown returns in specific markets (the LA market ROI was cited as about 5:1, tax to spend). Senators also pressed on visitor centers and rest areas; Adams noted the tourism department operates four visitor centers (Santa Fe, Glenrio, Manuelito and Lordsburg) and that DOT owns and funds rest areas but that maintenance challenges at some visitor centers have been addressed and facilities reopened.

What was not decided: committee members asked staff to add clarifying special‑fund language that would prevent the $16,000,000 advertising special from being used for executive travel. The LFC recommendation did not include the $2,000,000 special for the Marketing Center of Excellence in the tourism special, instead proposing that agencies use their own advertising money with the center.

Ending: Adams asked senators to consider restoring some marketing or beautification funding and to support efforts to reduce vacancy rates so the department can sustain marketing and service operations.