Research, Plans & Reports
The Research Program is responsible for providing the Tourism Department and its industry partners with visitor data and research studies that allow a better understanding of current and potential customers, provide insight into how New Mexico is perceived as a visitor destination, measure the effectiveness of the Department’s advertising strategies, and monitor and make course corrections in the Department’s promotional efforts in response to changes in visitor travel patterns and behaviors.
Annual Reports
- 2022 NMTD Annual Report
- 2021 NMTD Annual Report
- 2020 NMTD Annual Report
- 2018 NMTD Annual Report
- 2017 NMTD Annual Report
- 2016 NMTD Annual Report
- 2015 NMTD Annual Report
- 2014 NMTD Annual Report
- 2013 NMTD Annual Report
Economic Impact
- The Economic Impact of Tourism in New Mexico (2021)
- The Economic Impact of Tourism in New Mexico (2019)
- The Economic Impact of Tourism in New Mexico (2018)
- The Economic Impact of Tourism in New Mexico (2017)
- The Economic Impact of Tourism in New Mexico (2016)
- The Economic Impact of Tourism in New Mexico (2015)
- The Economic Impact of Tourism in New Mexico (2014)
- The Economic Impact Study Appendix A. Regions Data (2014)
- The Economic Impact of Tourism in New Mexico (2011)
Visitation
Visitor Profile
- NMTD Visitor Profile (2017)
- NMTD Visitor Profile (2016)
- NMTD Visitor Profile (2015)
- NMTD Visitor Profile (2014)
- NMTD Visitor Profile (2013)
Advertising Effectiveness & ROI
- Tourism ROI and Halo Effect_NMTD (2015)
- Advertising Effectiveness Study Report (2014)
- Tourism Advertising Evaluation Study – Return on Investment (2012)
Background
- The Role of Research in Marketing New Mexico (2014)
- Geographical Patterns of New Mexico Visitation (2013)
- Research: the State of Tourism in New Mexico (2011)
- Research Update for Tourism Industry (2011)
Additional Resources
- U.S. Travel Association website http://www.ustravel.org
- County Business Patterns is an annual data series that provides sub-national economic data by industry. http://www.census.gov/econ/cbp/index.html
- U.S. Census Bureau http://www.census.gov
- Mandala Research LLC has some useful free summary reports on diverse travel topics http://mandalaresearch.com/index.php/executive-summary
- Best Trip Choices makes use of Plog psycho-graphics to determine appropriate vacation destinations http://besttripchoices.com
- The Bureau of Business and Economic Research (BBER) at the University of New Mexico conducts economic and demographic research and analysis for the State of New Mexico http://bber.unm.edu