Destination Development Roadmap (DDR)

As we continue to drive demand and visitation rises, it is critical to consider how we grow tourism in a sustainable way. New Mexico Tourism Department has contracted with the Coraggio Group to develop the Tourism Destination Roadmap. The goal of this project is to assess the tourism assets in New Mexico and develop a set of strategic priorities and initiatives to grow the New Mexico tourism economy. This project will be completed in collaboration with a number of local, state and federal agencies, including the Tourism Department, as well as with other public and private partners. 

We are halfway through the Destination Development Roadmap planning process! Thank you to everyone who participated in the first two phases: data collection and discovery, and in person listening sessions and online surveys.


Phase 3 of the Destination Development Roadmap will 1) determine prioritized impact areas, and 2) map out strategies for each impact area in a linear and dependent fashion to provide focus to stakeholders, create a streamlined plan that is easier to manage, and help to optimize the plan’s success. During these strategic planning sessions, we will also strive to identify required resources, partnerships, risks and alternative strategies, all informed by phases 1 and 2, and any additional learnings discovered in our journey mapping and strategic sessions. 

Lastly, we will discuss and identify a structure and process for the ongoing governance and execution of the plan. This will include preliminary phasing of the identified Destination Strategies, preliminary assignment of strategy owners, an approach to the ongoing monitoring of objectives and a mechanism for course corrections.


To assist in this phase and help identify any future opportunities for the Tourism Development Division, we have created a Tourism Development Project Intake Form. This form will provide an overview of current or future tourism related projects so that our team can better understand your needs and provide the desired follow-up and feedback. You can complete the Tourism Development Project Intake Form here:

For any questions regarding this project, please contact