SANTA FE – New Mexico Tourism Department Acting Secretary Lancing Adams’ vision to expand the New Mexico True campaign to an international audience is reflected in a budget proposal the agency presented to the New Mexico Legislature on Tuesday.   

The Tourism Department’s 2026 budget recommendation to the Legislative Finance Committee includes a modest increase of 3.3 percent over the FY25 operating budget. The additional money would allow the department to add two new full-time employees to meet an increasing demand for programs and services. The FY26 budget proposal also focuses on continuing and sustaining successful new initiatives created by the New Mexico Tourism Department over the past year.

“This budget recommendation reflects our vision of leaning into the New Mexico Tourism Department’s accomplishments as we grow in new ways,” Adams said. “’I’m very proud of the work we have done over the past year, and of the accomplishments of our talented and hard-working team.”

One of the pillars for FY26 is a strategic entry into international marketing. During Tuesday’s budget presentation, Adams identified Munich and London as two markets NMTD intends to enter as a part of the department’s 2025 Spring/Summer campaign. Entry into these two markets will happen through a partnership with Brand USA centered on the Route 66 Centennial as a focal point of the campaign.

The international initiative will compliment travel trade strategies currently deployed by NMTD. Thanks to a $500,000 grant from the Small Business Administration and a dedicated full-time employee, NMTD reinstituted its travel trade program in FY25. Through this revitalized travel trade program, NMTD connects with travel buyers and product developers representing international tour operators to add packaged travel experiences that include New Mexico.

The Route 66 Centennial Grant Program, established to provide destinations and tourism-related nonprofits with grant s to support marketing and promotion, special events and infrastructure development, is among the department’s new initiatives. NMTD recently awarded $1.6 million to tourism-related entities across nine New Mexico communities along Route 66 in advance of the centennial celebration in 2026.

The new Marketing Center of Excellence, which supports executive agencies in developing robust, high-impact marketing and outreach campaigns, is another initiative that is already making a difference for NMTD and other state agencies. The Marketing Center of Excellence played a major role in the planning and execution of the state’s “Breaking Bad Habits” anti-litter campaign launched by Gov. Michelle Lujan Grisham. To ensure that the Marketing Center of Excellence continues to deliver on its legislative mandate, NMTD is recommending a $2 million special appropriation for the program.

Other noteworthy items from the NMTD budget recommendation for FY26 include $2 million for continuation of the state’s anti-litter and beautification campaign and $1.9 million for tourism infrastructure grants through the department’s Destination Forward program.