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Santa Fe County reports strong visitor spending and expands lodgers‑tax marketing and grant programs
Summary
County tourism staff reported increased lodging tax collections and outlined a FY25 marketing program leveraging the New Mexico True brand, digital advertising, PR placements and grant awards to local events and attractions.
Santa Fe County tourism staff and the Lodgers Tax Advisory Board reported fiscal year 2025 marketing results and a slate of grant awards the board funded to support local events and attractions.
Presenters said the county opted into a New Mexico Tourism Department cooperative marketing program that leveraged state buying power and generated roughly $300,000 in grant funds for co‑op media during FY25. County marketing consultants reported more than 600,000 visitor trips and about 3 million visitor days in the January–May 2025 sample period, with cumulative visitor spending of approximately $63…
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