SANTA FE — New Mexico shattered tourism records for the third consecutive year with $8.8 billion in direct visitor spending in 2024, marking a historic milestone for the state’s economy.
The latest figures represent a $200 million increase from 2023’s previous record of $8.6 billion, continuing an impressive growth trajectory that has seen visitor spending jump $1.4 billion since 2019. Including indirect and induced impacts, tourism generated a record-breaking $12 billion total economic impact in 2024.
“Three consecutive record-breaking years show that New Mexico’s strategy is working,” said Acting Secretary Lancing Adams. “When international travel visitors spend nearly five times as much per trip as domestic travelers, it’s clear we need to double down on our tourism investments.”
New Mexico welcomed 42.6 million visits in 2024—the first time the state has ever exceeded 42 million visits for a calendar year. This represents an increase of roughly 800,000 compared to 2023.
International tourism drives significant growth
International visitation grew by 10.4 percent in 2024, building on the 34 percent growth New Mexico saw in 2023. While international visitors represent a smaller share of the overall volume in 2024 at 750,000 trips, they generate a larger economic impact with an average spending of $925 per visit compared to $194 for domestic trips. International visitors contributed $691 million in visitor spending.
Broad based economic benefits
New Mexico’s tourism industry spending spread across all sectors in 2024, with visitors investing $2.8 billion in lodging, $2.1 billion in food and beverage, $1.4 billion in retail, and $1.1 billion in recreation and entertainment.
The tourism economy delivered substantial benefits to New Mexican families and communities. Visitor spending generated $839 million in state and local taxes in 2024, reducing the average tax burden on each New Mexico household by $980. The industry supported an estimated 95,212 jobs—over 8 percent of all employment in the state.