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. 

DDR Video

Managing a destination is a far more complex undertaking than marketing one. It requires a different mindset, expanded skills, effective partnerships with a variety of outside organizations and a strategic roadmap to guide and support this development over time. The successful creation of a Destination Development Plan for New Mexico will help ensure the vibrancy of the visitor economy for many years to come while ensuring that New Mexico tourism is sustainable in every sense of the word. Your input will be invaluable in helping the New Mexico Tourism Department re-think their mission and in the creation of a Destination Development Plan. 

You can get involved either in-person or online:


Register for your listening session here!

August 28: Las Cruces, NM
11:30- 3:30 PM
Hotel Encanto

August 29: Artesia, NM
11- 3 PM
Ocotillo Performing Arts Center

September 4: Farmington, NM
9- 12 PM
Farmington Civic Center

September 16: Angel Fire, NM
2- 5 PM
Angel Fire Community Center

September 17: Las Vegas, NM
2- 5 PM
NMHU (Student Union Building, room 321)

September 18: Rio Rancho, NM
11- 3 PM
Hilton Garden Inn (Sandia Ballroom)

November 8: Santa Fe, NM
1- 4 PM
Santa Fe Convention Center


Missed your region’s listening session? No problem! View the video from Coraggio at the top of this page to learn more about the project, then take this survey to ensure your thoughts and comments are included in their analysis. Remember to choose your region when you begin the survey, but feel free to explore other regions to gain a better understanding of New Mexico’s tourism industry. Your feedback is invaluable - thank you!


For any questions regarding this project, please contact