Appendix

Steering Committee

We would like to extend our heartfelt appreciation to the entire Visit ABQ team, the dedicated members of the DMP Steering Committee, as well as the  stakeholders and partners across the community who actively participated in the 10-year Destination Master Plan for Albuquerque. Without their unwavering support and commitment, this plan would not have been possible. Thank you all for your contributions.

Additionally thank you to the core Destination Master Plan team who helped facilitate and review the data from our internal team: Tania Armenta, Brooke Jung, Ceela McElveny, Rachel Cromer-Howard, Brenna Moore, Michelle Drenker, Marisol Lucero and Emily Howard from Cheetah Strategy.

Global Destinations' Readiness for Sustainable Tourism

• Tourism Readiness Index is the product of a partnership between JLL and the World Travel & Tourism Council (WTTC) to assess global cities’ tourism readiness.
• While readiness will depend on the ambitions and goals of every city, WTTC & JLL define tourism readiness as a strategic and all-inclusive approach that proactively addresses and implements factors and policies relating to scale, concentration, leisure and business offerings, environmental and urban readiness, safety & security as well as the prioritization of tourism.
• Indeed, no two destinations are better or the same and, as such, the challenges they will face, and the opportunities to unlock their tourism potential, will differ.
• However, commonalities can be identified to provide a framework through which cities can assess their context and plan for the future.

Levels of readiness | Destination typologies

Weights by Category

Albuquerque as an Emerging Performer

Demand Driver Scorecard

Event Matrix

Purpose – Utilize criteria that cause events to drive return to understand the current landscape of events generating the desired outcome AND position Visit Albuquerque to support up and coming events to be successful.

• Identify key events serviced by Visit Albuquerque
• Rate events on matrix using 11 criteria
• Identify those events that can grow in specific areas through matrix outcomes
• Work with organizers on tactics for implementation

Program Components

• Tourism Promotion – Destination Impact
• Benefit to the Destination Brand
• Innovation - uniqueness
• Evidence of Partnerships
• Organizational Structure & Management Capability
• Economic Impact (Direct Spending)
• Suitable Target Market(s)
• Comprehensive Marketing Plan/ Approach
• Overnight Stays (Room nights)
• Scale of Project – future potential
• Time of Year – Need Periods