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Take the Pledge: Keep it True, New Mexico

When it comes to the use of generative AI for destination marketing and promotion, our position is clear: the New Mexico Tourism Department will not use generative AI to fabricate the people, places and experiences found in the Land of Enchantment. At a time when the tourism industry seems to be experimenting with generative AI for scale and efficiency in creative production, we will stick to what's tried and true: working with real creatives to tell real stories about the Land of Enchantment. Destination promotion has existed as a visual-first endeavor for decades. This is why it is more important now than ever to depict our destination authentically and accurately. Will you join our commitment to Keep it True in destination marketing and advertising?

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The following destination marketing organizations/entities have pledged to Keep it True:

  • TOURISM Santa Fe

  • Visit Grants

  • Taos Ski Valley Chamber of Commerce

  • Discover Ruidoso

  • McKinley County

  • Visit Gallup

  • Visit Alamogordo

  • Visit Las Cruces

  • Santa Fe County Tourism & Marketing

  • Los Alamos County

The following tourism-related businesses and supporting organizations have pledged to Keep it True:

  • Tomasita's Restaurant Group

  • Grants MainStreet Project

  • Zuni Pueblo MainStreet

  • Sandia Peak Aerial Tramway

  • Geronimo Trail Guest Ranch

  • Ten Thousand Waves

  • Santa Fe Children's Museum

  • New Mexico Wine

  • Cumbres & Toltec Scenic Railroad

  • New Nuevo

  • New Mexico State Parks Division

  • Marketing Center of Excellence

If you support our movement to Keep it True, share with others who might want to support as well!