New Mexico Tourism Department
Updated Nov 10, 2026
The New Mexico Tourism Department is a cabinet department of the state’s executive branch, created in 1991. It markets New Mexico under the New Mexico True brand, publishes New Mexico Magazine and runs grant programs for local tourism partners, with 62 authorized positions. Lancing Adams has led it as acting cabinet secretary since August 2023, and Erin Ladd is marketing director.
The legislature funds it from the general fund. For FY27 the department has $26.5 million in recurring money, $22.2 million of it for marketing and promotion, plus a one-time $18 million for national and international marketing. Its cooperative marketing program awarded more than $3.8 million to 48 local partners in FY27. In October 2026 it asked lawmakers for a 10.2% general fund increase and $25.5 million in special appropriations for FY28.
The department posts its own RFPs. Its 2022 advertising agency RFP set a four-year contract that ends June 30, 2027; the winner was not published. In June 2024 The Abbi Agency became its public relations agency of record. In August 2026 it sought brand and data asset management software for co-op grantees, with proposals due September 17, 2026.
“The department shall be a cabinet department”
NMSA 1978 § 9-15A-3, Department established (2025 compilation, with history)
“For national and international marketing” p.8
“terminate on June 30, 2027” p.37
RFP 23-418-1003-00103-00, Advertising Agency (scope p.4, draft contract term p.37)
“Public Relations Agency of Record”
Sources
- NMSA 1978 § 9-15A-3, Department established (2025 compilation, with history) · Justia · published 2025
- 2026 General Appropriations Act, Tourism Department (41800) summary (recurring pp.2-7: agency total p.3, P549 by category p.6; nonrecurring p.8) · New Mexico Department of Finance and Administration · published 2026-03 (PDF created 2026-03-11)
- New Mexico Tourism Department, FY28 Budget Request, presentation to the Legislative Finance Committee (agency at a glance p.2, marketing pp.6-9, Marketing Center of Excellence pp.19-21, FY28 requests pp.22-23) · New Mexico Tourism Department · published 2026-10-21
- RFP 23-418-1003-00103-00, Advertising Agency (scope p.4, draft contract term p.37) · New Mexico Tourism Department · published 2022-09-28
- The Abbi Agency Chosen to Lead Public Relations and Influencer Marketing for New Mexico Tourism Department · Agility PR (Bulldog Reporter) · published 2024-06-13
- Department Contacts (department directory) · New Mexico Tourism Department · read 2026-11-10
- Request for Proposals (current RFP page) · New Mexico Tourism Department · read 2026-11-10
Contact details
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