New Mexico's tourism sector has received another recognition, as the New Mexico True "Living Legends" campaign was named a finalist for the 2025 Skift IDEA Awards in the "Creative Thinkers: Content" category. The Skift IDEA Awards highlight those advancing the travel industry, and New Mexico True is one of three U.S. destination management organizations to be selected, alongside Travel South Dakota and Experience Kissimmee.
The "Living Legends" campaign, launched in 2021, showcases notable New Mexicans like Bull Riding Champion Parker Hooks and James Beard Award-Winning Chef Fernando Olea. Acting Secretary Lancing Adams expressed excitement over the recognition, stating it highlights New Mexico's blend of culture and adventure. Marketing Director Erin Ladd emphasized how stories of distinguished locals contribute to New Mexico's reputation.
This accolade adds to a series of recognitions for New Mexico. The state's earned media campaign for the Burning of Zozobra 100th Anniversary was also a finalist in the U.S. Travel Association’s ESTO Awards "Buzz-worthy" category. Additionally, New Mexico is a finalist for the 2025 World Travel Awards' "North America’s Leading Regional Destination," with public voting open until August 10, 2025.
In further achievements, Santa Fe was named the top U.S. destination for 2025 by Travel + Leisure readers on July 8, 2025. Taos also ranked at No. 11 on this list, making New Mexico one of two states with multiple destinations featured.
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