New Mexico has set a new record in tourism for the third year in a row, with direct visitor spending reaching $8.8 billion in 2024. This figure represents an increase of $200 million from the previous year's record of $8.6 billion, according to the New Mexico Tourism Department. The total economic impact of tourism, including indirect and induced effects, reached $12 billion last year.
Acting Secretary Lancing Adams said, "Three consecutive record-breaking years show that New Mexico’s strategy is working." He emphasized the importance of international travel, noting that international visitors spend nearly five times more per trip than domestic travelers.
In 2024, New Mexico saw 42.6 million visits, surpassing 42 million for the first time in a calendar year. This marks an increase of approximately 800,000 visits compared to 2023. International visitation grew by 10.4 percent in 2024 after a significant rise of 34 percent in the previous year. Although international visitors accounted for only 750,000 trips out of the total volume, they had a substantial economic impact with an average spending of $925 per visit compared to $194 for domestic trips.
The tourism industry also contributed broadly to New Mexico's economy across various sectors: lodging received $2.8 billion; food and beverage saw $2.1 billion; retail experienced $1.4 billion; and recreation and entertainment garnered $1.1 billion in visitor spending during 2024.
Visitor spending generated $839 million in state and local taxes last year, which helped reduce the average tax burden on each household by $980. The tourism sector supported approximately 95,212 jobs—accounting for over eight percent of all employment within the state.
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