SANTA FE — New Mexico’s flagship tourism marketing campaign delivered its highest return on investment since launching nearly 15 years ago, influencing $2.3 billion in visitor spending, according to an independent report.
The findings, from Strategic Marketing & Research, Inc., show that the New Mexico True campaign directly influenced nearly 1.2 million trips to the state in 2025, producing $169 million in state and local tax revenue – meaning that for every one dollar spent by the New Mexico Tourism Department on the New Mexico True campaign in 2025, New Mexico received nine dollars in state and local tax revenue from ad-influenced spending. The tax ROI has grown from 7:1 in 2015, marking improvement in the effectiveness of the campaign.
“Our tourism marketing strategy is working, and that continued investment is paying dividends for New Mexicans” said Acting Cabinet Secretary Lancing Adams.
The report estimates that roughly 13.9 million households across the campaign’s target markets were aware of the New Mexico True in 2025, with the 1.2 million influenced trips representing 8.6% of all ad-aware households. Recall rates among travelling households ranged from 30-49% across target markets including Austin, Dallas, Phoenix, Los Angeles, Denver, San Diego and San Francisco.