Gov. Michelle Lujan Grisham has appointed Rochelle Miller-Hernandez, Executive Director of Visit Las Cruces, to the New Mexico Tourism Commission. This seven-member commission will benefit from her 18 years of experience in the tourism industry, including five years leading Visit Las Cruces. During her tenure, she has enhanced the appeal of Las Cruces and southern New Mexico through coalition-building and marketing initiatives.
Miller-Hernandez is involved with several tourism-related organizations. She serves on the Friends of the Organ Mountains-Desert Peaks Board, supporting efforts to protect this iconic landscape. Additionally, she oversees ¡Mira! Las Cruces, an annual festival showcasing local culture and attractions, and serves on the New Mexico America 250 Commission.
Acting Secretary Lancing Adams said, "We’re grateful to welcome Rochelle’s experience and perspective to the Tourism Commission. Her leadership from New Mexico’s second-largest destination will help ensure we better understand the needs and challenges facing tourism development across southern New Mexico."
Expressing her enthusiasm for the role, Miller-Hernandez said, "I’m honored to represent southern New Mexico on the New Mexico Tourism Commission. I can’t wait to hit the road, connect with communities across our state, and spark ideas that lead to positive change." She emphasized her passion for promoting New Mexico's unique cultures and landscapes.
Having moved to Las Cruces over 25 years ago, Miller-Hernandez quickly became an advocate for the region. Raised in a military family with experiences across diverse cultures globally, she holds a Bachelor of Science in Social Psychology from Park University and a Master of Arts in Education from New Mexico State University.
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