Events and Festivals

Situational Analysis

Events are vital to Albuquerque's tourism landscape, serving as powerful catalysts for economic growth and cultural vibrancy. They not only attract overnight visitors but also inject significant economic activity into the local economy, showcasing Albuquerque's unique offerings to a wider audience. The importance of events extends beyond mere attendance figures; they create lasting impressions, foster community pride and contribute to the overall appeal of Albuquerque as a destination.

As mentioned in the Market Study section in more detail, an in-depth analysis conducted as part of this project has revealed compelling trends and insights specific to Albuquerque's event landscape. Albuquerque International Balloon Fiesta and the Gathering of Nations events were identified as the key signature events in Albuquerque, bringing together more than 120,000 attendees each year.

Within the Event Matrix analysis, of the 22 events studied, based on feedback from the engagement process and the Visit Albuquerque team, 50% (11 events) are positioned to drive global, national and regional overnight demand to Albuquerque. This highlights the city's potential as a cultural tourism destination capable of attracting visitors from across the country and around the world.

Interestingly, the study found that 50% of demand-generator events in Albuquerque are held in September and October, indicating a strong concentration of major events during these months. However, it's worth noting that only 30% of total events are held during shoulder seasons, from November to March. This was further corroborated during the engagement process. While the Albuquerque International Balloon Fiesta is the key signature event for Albuquerque, stakeholders and the Steering Committee emphasized the need for an additional signature event during the shoulder season to increase visitation to Albuquerque in the long-term. Events such as South by Southwest in Austin and the Art + Sol Festival in Santa Fe were cited as examples for this initiative. This presents an opportunity for Visit Albuquerque to expand and diversify events during these off-peak periods, thereby extending reach, optimizing visitor yield and creating a more balanced year-round event calendar.

The strategic development, engagement and promotion of events can address key challenges in Albuquerque's tourism sector, such as seasonality. Visit Albuquerque would formalize an internal leisure events calendar for events taking place during the shoulder season. By focusing on creating an internal calendar and supporting events during shoulder seasons, Visit Albuquerque can help smooth out visitor numbers throughout the year, reducing the impact of peak and off-peak periods on local businesses.

It is worth noting that in a significant move to bolster Albuquerque's event landscape, Visit Albuquerque has implemented a forward-thinking Tourism Grant program, allocating 5% of the annual Albuquerque Tourism Marketing District (ATMD) revenue to support innovative tourism initiatives. This program, which has reached a significant level of $510,000 in funding in 2024, aims to catalyze creative ideas that contribute to Albuquerque's vibrancy and develop new, engaging experiences for both visitors and residents.

Events and Festivals Strategies and Recommendations