New Mexico saw a record-breaking number of almost 40 million visitors last year, according to a new report released this week by the state’s tourism office. Despite the pandemic, the study determined 39.2 million people came to the Land of Enchantment – 1 million more than the previous record set in 2019 – and generated $7.2 billion in spending across the state.
“It should be a point of celebration for all of New Mexico that we were able to exceed even the most favourable trajectories for tourism recovery within calendar year 2021,” Jen Schroer, the state’s Tourism Department cabinet secretary, said in a statement.
The calculations were based on tax collections, lodging performance data and other information. Visitors not only included travellers who came from abroad but anyone who came from at least 80 km away “and deviated from their normal routine.”
The annual report found the total economic impact of tourism from last year to be around $10 billion. This includes indirect spending like purchases by tourism-centric businesses and “induced impacts” like workers’ wages shaped by traveller spending.
The department attributes $7 billion to record spending by domestic travellers.
Since 2017, New Mexico has seen a steady rise in visitors each year until a dip in 2020 because of the pandemic. Still, the state received 35 million visitors despite travel restrictions. But as measures eased up in 2021, tourism also went up.
Tourism last year drove up the food and beverage industry in New Mexico, which saw $1.7 billion in direct sales. The report also found lodging led to $1.6 billion in direct sales. Local and state tax revenue through tourism stood at more than $700 million last year.
The state Tourism Department is looking to branch out in its outreach. Officials plan to advertise in new markets like the city of San Francisco, Schroer said. They already made a request to the state Legislative Finance Committee last week for $20 million be budgeted for this.
It’s the only way to stay competitive and “to meet growing demand,” she added.