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Finance panel preliminarily approves tourism budget as Visit Santa Fe highlights $23M in earned media and convention center upgrades
Summary
The Finance Committee heard the tourism division's FY26 budget and Visit Santa Fe presentation. Director Randy Randall outlined marketing markets, a $4.2 million advertising program, earned-media returns, convention center improvements and lodgers-tax collection enhancements including audits and short-term-rental tools paid by Lodgers Tax.
The Finance Committee on March 4 reviewed the tourism division's FY26 budget, with Santa Fe Tourism Director Randy Randall and staff summarizing marketing strategy, convention and meeting-sales efforts and capital maintenance at the Community Convention Center.
Randall said Visit Santa Fe will continue a large advertising program (roughly $4.2 million) targeted to key drive and opportunity markets, and will emphasize digital advertising and public relations. "All funding for tourism Santa Fe is from lodgers tax," Randall told the committee, noting earned-media coverage of more than $23,100,000 in 2024 and continued investments in marketing and public relations.
Why it matters: Lodgers tax funds are the…
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