A Destination Master Plan for Albuquerque

Albuquerque, New Mexico, is rich in cultural heritage, breathtaking landscapes and a vibrant blend of traditions. In terms of competing against other destinations for travelers, however, the city still has room to further develop its tourism assets and enhance its overall visitor experience. The essence of this transformation lies in reimagining our infrastructure that supports travelers, strengthening our hospitality services, and developing new events and attractions that will provide visitors with a unique experience that captures the spirit of the city in its most authentic form.

By focusing on improvements that support local businesses and amplify the city’s distinctive culture and natural beauty, this Destination Master Plan identifies how Albuquerque can offer a more immersive and engaging experience for travelers. Visit Albuquerque is proud to release this plan, which was developed in collaboration with JLL’s Tourism & Destination Advisory Group and with the participation of numerous local stakeholders. The Destination Master Plan represents an opportunity to create a tourism ecosystem that will flourish for years to come.

Like the dawn heralded in the last verse of the traditional song “Las Mañanitas,” Albuquerque is on the cusp of a new beginning, filled with optimism and the promise of growth. Everyone who loves Albuquerque wants to see the city reach its full potential. By bringing together a diverse coalition of stakeholders in the public and private sectors, we will create a cohesive narrative that showcases the city’s unique character and that works for visitors as well as for residents. Our Destination Master Plan outlines how Albuquerque can solidify its place as a top destination in the Southwest – an embodiment of the optimism and hope that each new morning brings.