New Mexico's tourism campaign, "Living Legends," has been named a finalist for the 2025 Skift IDEA Awards in the "Creative Thinkers: Content" category. The campaign is part of New Mexico True, one of three U.S. destination management organizations recognized alongside Travel South Dakota and Experience Kissimmee.
The "Living Legends" initiative, launched in 2021, highlights New Mexicans like Bull Riding Champion Parker Hooks and Chef Fernando Olea to showcase the state's blend of culture and adventure. Acting Secretary Lancing Adams expressed excitement about the recognition, stating it underscores New Mexico's appeal as a travel destination.
Marketing Director Erin Ladd attributed the campaign's success to stories from notable residents that enhance New Mexico's cultural reputation. This recognition follows other accolades for New Mexico, including being a finalist for the U.S. Travel Association’s ESTO Awards with its Burning of Zozobra campaign.
Additionally, New Mexico is competing in the World Travel Awards' "North America’s Leading Regional Destination" category against British Columbia and others. Public voting is open until August 10, 2025.
Santa Fe was recently named the top U.S. destination by Travel + Leisure readers, marking its first time at number one. Taos also ranked on this list at number eleven, making New Mexico one of two states with multiple destinations featured.
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