New Mexico out-performs nation in average overnight visitation growth

New Mexico out-performed the national average in overnight visitation growth by 79 percent, according to a New Mexico Tourism Department's 2018 statewide visitation report.

Growth occurred in total trips, marketable trips, overnight trips and out-of-state trips.

The New Mexico Tourism Department commissioned Longwoods International to conduct the visitation study, which estimates 36.6 million total trips were made to New Mexico in 2018. Those 36.6 million total trips represent a 3.4 percent year-over-year increase, and an increase of 22.8 percent since 2010, the study reported.

New Mexico saw an estimated 20.3 million marketable trips in 2018, which represents a 3.0 percent year-over-year increase. Marketable trips are considered trips that are not related to business, business/leisure or to visit family or friends, explained Cody Johnson, tourism department public information officer.

Support local journalism: Subscribe to the Ruidoso News

Marketable trips are the Tourism Department’s primary marketing and promotion focus. An increase in marketable trips indicates positive conversion of the Tourism Department’s marketing strategy, according to information from the department about the study.

Marketable overnight trips accounted for 8.4 million of all marketable trips, which represents a 6.6 percent increase from 2017 and a 50 percent increase from 2010, Johnson pointed out. The average per party spend is higher for marketable overnight trips than for marketable day trips. Increasing marketable overnight trips increases New Mexico’s economic base, he said.

Overnight Trips

Of the 36.6 million total trips, 16.2 million were overnight trips. New Mexico saw an estimated 500,000 more overnight trips in 2018 compared to 2017, which represents a 3.2 percent increase, according to the report. Overall, New Mexico saw 2.5 million more overnight trips in 2018 than the state saw in 2010, which represents an 18.2 percent increase.

New Mexico outpaced the national average in growth of overnight visits by 79 percent in 2018.  While tourism growth has remained strong for New Mexico over the past few years, growth in domestic travel for the U.S. average has remained fairly static, Johnson noted. 

New Mexico saw 13.3 million out-of-state overnight trips in 2018, representing an increase of 900,000 more trips in 2018 compared to 2017.  The increase in out-of-state overnight trips also represents a 7.1 percent year-over-year increase, and an increase of 32.8 percent from 2010.

“These positive trends demonstrate the effectiveness of the New Mexico True brand,” said Tourism Secretary Jen Paul Schroer. “Increases in marketable trips and overnight trips demonstrate the strength of the brand and its power to convert prospective travelers into real visits to New Mexico, which means more outside dollars feeding into New Mexico, more jobs, and more revenue for the state.”

Activities and Experiences

The report also highlighted categories of visitor activities where New Mexico outperforms the national average. During a New Mexico overnight trip, people are participating in specific actives and experiences at a higher frequency than United States average overnight trip, according to the study. The activities and experiences include national/state parks, museums, art galleries, landmarks/historic sites, hiking/backpacking, and visits to tribal communities.

Under historic sites and landmarks, which would include Lincoln County's two historic sites at Fort Stanton and Lincoln, the national average for visitation was 10 percent, but it was 21 percent in New Mexico.

“The Tourism Department promises to deliver adventure steeped in culture to those who visit New Mexico, and our newest visitation numbers indicate people are coming here for experiences and activities that speak to our brand promise,” Secretary Schroer said. “Not only are we improving on our abilities to convert more trips to New Mexico, but we’re seeing more trips include the very experiences that makes New Mexico the premier destination for the venturesome traveler.”

Tourism direction

The New Mexico Tourism Department created the New Mexico True brand in response to common misconceptions that New Mexico is a dry, arid, barren desert state with nothing to do, Johnson said.

Built upon the idea that a trip to New Mexico is an “adventure that feeds the soul,” the brand advertising campaign provides a platform for unified messaging for more than 50 communities and 250 businesses around the state, he said.

More:For Stanton LIVE! recreates historic fort heyday Saturday

More:Tim Roberts named historic sites facilities and interpretation deputy director

In 2015, New Mexico True received two prestigious awards for “Best Digital Campaign” in the country, and was also awarded the "Best Cooperative Marketing Program" in the US in 2018. Since the launch of the brand in 2012, the economic impact of tourism in New Mexico has grown for seven consecutive years.

Reporter Dianne Stallings can be contacted at dstallings@ruidosonews.com.