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Tourism department urges continued support for marketing center of excellence; committee adopts LFC recommendation
Summary
Acting tourism secretary Lansing Adams outlined tourism’s marketing and development programs, highlighted plans for international outreach tied to the Route 66 centennial, and sought funding for the marketing center of excellence created by HB377. The committee adopted the LFC recommendation.
The Tourism Department described continuing investment in the New Mexico True brand, cooperative marketing, and a newly formed marketing center of excellence (established by House Bill 377). Acting cabinet secretary Lansing Adams told the committee his team is pursuing domestic and international strategies—including a planned Brand USA partnership for Munich and London tied to the Route 66 centennial in 2026—and emphasized the department’s contribution to the state economy: $8.6 billion in direct visitor spending and more than 93,000 jobs in 2023.
Adams said the marketing center of excellence coordinates campaigns across state agencies to “maximize the impact” of advertising buys and to help smaller communities amplify their cooperative marketing awards. The executive recommendation included $2 million for a litter pickup and beautification campaign and $2 million for the marketing center of excellence; the LFC recommendation did not include the $2 million marketing center appropriation and instead moved forward a smaller recurring package for personnel and cooperative programs. Representative Chatfield urged making the marketing center appropriation recurring, arguing the bureau’s centralized approach yields efficiencies and professional marketing production that many agencies cannot produce on their own.
Other department highlights included expansion into Southern California and continued work in traditional drive markets, an expanded travel trade effort for international buyers tied to Route 66, continued cooperative marketing matches for communities, and support for Special Olympics and the New Mexico Bowl. The department reported a roughly 10% vacancy rate (expected to fall to about 6.8% after pending hires) and low reversions in FY24.
Action: Vice Chair Dixon moved that the committee adopt the LFC recommendation for the Tourism Department; Representative Chatfield seconded. The motion carried with no recorded opposition.
Next steps: The committee asked the department to develop measurable metrics and reporting for the marketing center of excellence so legislators can assess effectiveness if the bureau is funded in the future.
