Tourism Department Reports Strong Year, Pushes Route 66 Centennial and Targeted Investments

Acting Cabinet Secretary Lansing Adams told the Legislative Finance Subcommittee A that 2024 was another record year for tourism and described marketing and development programs intended to sustain visitation and broaden reach into fall and winter seasons.

Adams summarized performance metrics, saying visitation and visitor spending rose year‑over‑year and that tourism supports more than 95,000 jobs and returns roughly $838 million to the tax base. He highlighted the New Mexico True brand and cooperative marketing program (a 2:1 match), New Mexico Magazine and a travel trade push for Route 66 Centennial events and international tour operator outreach, particularly in Germany and the U.K.

The secretary reviewed special appropriations the department has received for marketing and events—an $18 million Route 66 centennial package that also covered anti‑litter and other campaigns—and outlined programmatic work such as Destination Forward (planning and small infrastructure awards) and Clean and Beautiful grants. Adams said the department seeks a modest recurring general fund increase (a net 0.63% increase after offsets) to add two positions and support legacy programs that manage high workloads.

Committee members asked about seasonal performance (spring/summer remains strongest; the department is investing to grow fall/winter), the impact of rural air service on tourism, and whether cooperative and infrastructure awards are adequate; Adams said Destination Forward awards have generally been capped at about $500,000 and that the program is designed to help communities get shovel‑ready plans to make capital outlay requests more effective.

Adams closed by asking the committee to continue support for the Route 66 Centennial marketing and related infrastructure work while noting the department will monitor web engagement and other KPIs to convert viral media attention into visits.