Elevating Existing Products and Experiences

Indigenous Experiences

Albuquerque's strong foundation in collaborating with the Indian Pueblo Cultural Center (IPCC) has laid the groundwork for immersive Indigenous experiences that authentically represent the Native American communities of New Mexico. To further enhance and promote these unique cultural offerings, continued collaboration with the IPCC and intentional inclusion of each Pueblo is essential. In addition to the numerous cultural events and notions that have been developed, there is significant potential to further enhance and promote these unique cultural offerings, particularly in the realms of Indigenous cultural experiences.

Expand Collaboration between Tourism Industry and the Indian Pueblo Cultural Center 

Visit Albuquerque's Role: Advocate, Support

Expand Partnerships with City and State Entities to Target Niche High-Value Markets Interested in Unique Indigenous Experiences

Visit Albuquerque's Role: Support

Culinary and Brewery Tourism

Albuquerque's unique Southwest cuisine, characterized by bold flavors and local ingredients, can be elevated through collaboration with local restaurants and chefs. As the visitor survey demonstrated that local culinary experiences are the most popular activities for visitors, further showcasing the distinct flavors, immersive experiences, and traditional cooking techniques, can help the City create a captivating culinary experience for visitors. Culinary events and festivals provide an ideal platform to immerse guests in Southwest cuisine, offering cooking demonstrations, tasting sessions, and interactive workshops. To further promote Albuquerque's diverse culinary scene, curated culinary tourism packages can be developed in collaboration with local establishments, providing comprehensive food tours, cooking classes, and agritourism experiences. These efforts will engage visitors, allowing them to discover Albuquerque's hidden culinary gems while experiencing the unique flavors of the region.

Elevate the Unique Southwestern Cuisine in Albuquerque as a Signature Product 

Visit Albuquerque's Role: Lead, Support

Develop Food Trails and Culinary Tourism Packages that Highlight the Best Culinary Spots in Albuquerque

Visit Albuquerque's Role: Lead, Support

Explore Partnerships with Local Farmers, Breweries, Wineries, and Food Producers to Create a Farm-to-Table Concept

Visit Albuquerque's Role: Lead, Support, Advocate

Outdoor Recreation

Albuquerque's strategic partnerships with the City of Albuquerque's Parks and Recreation Department and Economic Development Department provide a strong foundation for positioning the city as a destination for diverse outdoor adventures such as cycling, golfing, hiking, birding, horseback riding, off-roading, bouldering, snow sports, and river sports. Despite its proximity to skiing and outdoor recreation opportunities, Albuquerque is not commonly associated with these activities. While the city is among some of the largest metropolitan areas in the US with easy access to skiing, it remains relatively unknown in terms of its outdoor recreation offerings compared to its cultural attractions like Santa Fe and ballooning. The number of skiers visiting is significantly lower than the potential, resulting in a missed opportunity for economic impact, which could reach $20-30 million. 
To meet the expectations of outdoor enthusiasts, Albuquerque needs to focus on developing and promoting exceptional outdoor experiences. This includes leveraging its unique geographical advantages, such as the nearby Sandia Mountains, the Rio Grande, and the sprawling desert landscapes. The following recommendations and strategies align with Visit Albuquerque’s 2025 marketing plan initiatives while at the same time incorporate stakeholder, resident, and visitor feedback throughout the planning process to focus on destination management as well. 

Position Albuquerque as the Gateway to Outdoor Adventures and Raise Awareness of Existing Outdoor Recreation Products

Visit Albuquerque's Role: Lead

Foster Collaboration to Upgrade, Expand and Diversify Outdoor Recreation Demand Drivers

Visit Albuquerque's Role: Lead, Advocate, Support

Foster Sustainable Tourism Practices and Environmental Stewardship

Visit Albuquerque's Role: Lead, Support