A 10 Year Destination Master Plan For Albuquerque

Executive Summary

As the official Destination Marketing Organization (DMO) for Albuquerque, New Mexico, Visit Albuquerque’s mission is to positively impact the city’s visitor economy by developing and promoting exceptional visitor experiences that also enhance the quality of life for the community. Recognizing the pivotal role that tourism plays in economic development and improving the quality of life in growing destinations, Visit Albuquerque embarked on the development of a 10-year Destination Master Plan (DMP) in 2023. This plan, guided by extensive stakeholder input, including an active Steering Committee, and multifaceted industry research, reflects the organization’s commitment to elevating Albuquerque as a sought-after destination for visitors and a great place to live for the local community.

The DMP, a purpose-driven roadmap, was developed by JLL’s Global Tourism and Destination Advisory Team over 12 months across four phases: listening, analyzing, strategizing and activating. Throughout the process, comprehensive stakeholder engagement was conducted with over 2,300 participants representing diverse entities, such as Visit Albuquerque staff, City and County staff, elected officials, economic development agencies, arts and culture leaders, sports organizers, venue managers, developers and tourism industry business owners. These stakeholders actively participated in surveys, focus groups, and individual meetings, providing invaluable feedback to enhance the plan’s outcomes. The process was also guided by a Steering Committee consisting of 20+ members representing diverse areas within the tourism industry.

In tandem with stakeholder engagement, the plan’s development was supported by in-depth research and market analysis, including JLL’s Tourism Readiness Index, Demand Driver Scorecard, Event Matrix, Convention Center Optimization, and benchmarking against similar and aspirational destinations. This rigorous approach ensured that the DMP is strategically aligned with industry trends and best practices. Destination Development Events & Festivals Downtown Development &

The DMP centers around eight priorities to guide the destination and Visit Albuquerque as an organization through the next decade. The priorities include:

• Destination Development 
• Events & Festivals 
• Downtown Development & Activation 
• Infrastructure & Transportation 
• Workforce Development 
• Venues & Facilities 
• Funding
• Measurements and Metrics

These priorities, supported by research, strategic recommendations and implementation tactics, will be cornerstones of Visit Albuquerque's mission as the steward of this plan and the destination, representing the destination to the visitor audience and to the industry within its own backyard.

Within and beyond this 10-year DMP, Visit Albuquerque explored the potential for developing new tourism products and experiences, enhancing existing ones, and improving infrastructure to support the growth of tourism in the city. The plan recommends conducting feasibility studies for major venue developments, including a potential multiuse complex and a headquarter hotel to support the Albuquerque Convention Center.

This DMP has ambitious goals that range from the development of new tourism products to creating compelling visitor experiences and directly marketing them to enhance destination vibrancy. The Visit Albuquerque Board of Directors and internal team are steadfast in their commitment to community values and a visitor-centric approach and will maintain their focus on the plan's recommendations and tactics.

The project team acknowledges and expresses heartfelt gratitude to the Steering Committee and all stakeholders for their invaluable input and dedication throughout the DMP process, as their involvement has been fundamental to its development.

Overview of Albuquerque as a Destination

Albuquerque, the largest city in New Mexico, stands out as a vibrant and dynamic region that attracts millions of visitors annually. With a diverse range of attractions, cultural experiences and natural beauty, Albuquerque has established itself as a premier destination for travelers from around the world. The city is nestled in the high desert of New Mexico, with the Sandia Mountains to the east and the Rio Grande flowing through its heart. Albuquerque is known for its rich Native American and Hispanic heritage, as well as its modern amenities and thriving arts scene.

Albuquerque offers a diverse and compelling experience for a wide range of visitors and potential residents, renowned for its clear, sunny skies and iconic Albuquerque International Balloon Fiesta. The city caters to varied interests and budgets, from exploring historic Old Town and riding the Sandia Peak Tramway to visiting the Indian Pueblo Cultural Center. Its impressive natural landscape, including the Petroglyph National Monument and the bosque along the Rio Grande, provides ample opportunities for outdoor recreation. Leisure travelers are drawn to Albuquerque's vibrant culture, rich heritage and unique events, while meeting planners appreciate its blend of authentic experiences and top-notch facilities. Sporting event organizers benefit from the city's planning expertise and variety of venues. For New Mexicans outside Albuquerque, the city offers an unparalleled mix of shopping, dining and entertainment not found elsewhere in the state. Remote workers and potential residents are attracted to Albuquerque's affordability, mild climate, growing tech sector, cultural diversity and healthy lifestyle options, making it an ideal mid-sized city for both career and personal growth.

In 2022, Albuquerque's tourism industry showed strong signs of recovery from the pandemic, with hotel occupancy rates reaching 66.3%, a significant increase from the previous year. The city welcomed approximately 6.2 million visitors, contributing to a total economic impact of $2.1 billion. This upward trend reflects robust growth post-pandemic, highlighting the city's attractiveness and resilience as a travel destination (Visit Albuquerque Annual Report, 2022).

In developing this Destination Master Plan in collaboration with the City, industry partners and community leaders, Visit Albuquerque is undertaking a comprehensive approach to enhance the city's competitiveness and appeal as a destination. This long-term strategy, last updated in 2006, aims to improve the city's tourism offerings while ensuring benefits are shared among internal and external stakeholders. Simultaneously, Visit Albuquerque nurtures relationships with the local business community through its Partner Development and Community Engagement efforts. Over 600 local hospitality businesses have become Partners, collectively investing about $950,000 annually in cash and in-kind services to support marketing initiatives. This dual approach of strategic planning and community engagement demonstrates Visit Albuquerque's commitment to enhancing both the visitor experience and residents' quality of life, while positioning the city as a premier destination for tourism, meetings and sports events.

Conclusion

The journey of envisioning Albuquerque's future as a vibrant and captivating destination has been one of great dedication and collaboration. Visit Albuquerque and our esteemed partners have eagerly embraced the challenge of reflecting on our city's strengths and planning for the next decade. Blending thorough research, industry expertise, and valuable stakeholder input, has made the Destination Master Plan a reality—a comprehensive roadmap that will shape Albuquerque's future through impactful and attainable initiatives.

There was a conscious commitment to ensuring this plan is thoroughly implementable after completion. The broad-based engagement and buy-in, coupled with key milestones for each priority, creates a solid foundation for ongoing success.

To all those who participated, shared their insights and remained engaged in this inspiring journey, we extend our heartfelt gratitude. Your invaluable contributions have been instrumental in developing a plan that will truly elevate Albuquerque as a place to live, work, play and visit. The impact of your input will be seen and felt throughout the city and beyond.

With its strategic priorities and detailed recommendations, Albuquerque Destination Master Plan outlines a strategic roadmap for enhancing the city's tourism sector over the next decade, addressing critical aspects of destination development, including Product Development, Events & Festivals, Downtown Development & Activation, Transportation & Connectivity, Workforce Development, Safety & Security, Venues and Facilities, Funding Options, and Organizational Positioning suggestions.

The success of this plan hinges on the collaborative spirit that has defined its development. As Albuquerque moves forward, continued engagement and adaptability will be crucial in realizing the vision set forth in this Destination Master Plan. Visit Albuquerque is committed to assuming a leading role within the tourism industry and supporting the implementation of these recommendations. This plan will not merely transform the destination in the short term; it will have a lasting impact that will resonate for years to come. This plan, in combination with an implementation milestone timeline provided to Visit Albuquerque, will be regularly updated to ensure Albuquerque adjusts to industry trends and best practices, remain relevant and increases in its competitive abilities for the prosperity of the community. Of course, the real strength of this plan will be in our collective action to achieve the goals set forth and maximize our opportunities.

As Visit Albuquerque moves forward with the implementation of this DMP, supported by our dedicated team, Board of Directors, and visionary partners, we are filled with a deep sense of appreciation for the collaborative spirit that has permeated the planning process. Together, we will help create an Albuquerque that exceeds expectations and embodies the very essence of an extraordinary destination.