Albuquerque's Destination Master Plan: Progress Snapshot and Look Ahead

Our 10-year roadmap to enhance Albuquerque’s competitiveness, economic vitality, and quality of life

2025 Successes

2026 Priorities

The Albuquerque Destination Master Plan (DMP) serves as our strategic vision and a 10-year roadmap designed to enhance our city’s competitiveness and long-term economic vitality. As a collaborative effort, we want to ensure that our entire community shares in the benefits of a thriving tourism, meetings and events industry. This page provides a quick snapshot of milestones achieved in 2025 and our top priorities for 2026.

2025: A Snapshot of Successes from Last Year

500k Invested Graphic, DMP Microsite

DMP Strategy Addressed: Destination Development

In 2025, the Tourism Grant Program awarded half a million dollars to 32 local projects, supporting a thriving and diverse tourism economy. The $500,000 investment in the grant program has been a primary engine for destination development. This investment, made possible through revenue from the Albuquerque Tourism Marketing District (ATMD), directly aligns with the goal of improving the city’s competitiveness and increasing economic vitality.

Hospitality Leaders Trained Graphic, DMP Microsite

DMP Strategy Addressed: Workforce Development

The ACE Training Program successfully trained 268 individuals in 2025, strengthening our workforce pipeline. The training of these hospitality leaders through the ACE Training Program is a primary achievement of our goals surrounding Workforce Development. This initiative directly supports the Destination Master Plan's long-term vision by professionalizing the local industry and ensuring a steady flow of talent into the sector.

Major Downtown Activations Graphic, DMP Microsite

DMP Strategy Addressed: Downtown Development and Activation

Activating downtown is crucial to its growth and development. With support from Visit Albuquerque and the City of Albuquerque, 2025 brought the Bands of Enchantment Music Festival to downtown Albuquerque, a 9-hour block party on Central Avenue featuring music, food trucks and art activations. Visit Albuquerque also activated Civic Plaza with cultural performances, a hot air balloon, picnic events and more for key meetings and conventions taking place at the Albuquerque Convention Center. These activations included photo opportunities and tailored visitor information at the Visit Albuquerque Convention Welcome Center and increased, customized and convenient transportation options.

Route 66 Momentum Graphic, DMP Microsite

DMP Strategy Addressed: Development and Diversification of New Products (Route 66)

In partnership with the City of Albuquerque, Visit Albuquerque created and launched the Route66ABQ.com digital hub and "The Roadrunner" e-newsletter to celebrate the "Trip of a Century". The City of Albuquerque partnered with 19 local artists to create the interactive, art-fueled experience along the entire Albuquerque stretch of the Mother Road, "Route 66 Remixed". These projects have driven us closer to our goals of Destination Development, focusing on the development and diversification of new products and are essential components of Route 66 centennial marketing, aligning with the Route 66 section of the DMP.

2 New Signature Trails Graphic, DMP Microsite

Launched Two New Signature Trails

The launch of the Albuquerque Craft Beer Trail and the Albuquerque Wine Trail were a few successes in our continued efforts surrounding Destination Development, specifically the objective to elevate existing products and experiences and including our goal of expanding culinary and brewery tourism.

2026: A Snapshot of our Priorities for the Year Ahead

Development & Diversification of New Products: ROUTE 66

A key priority for 2026 is the development of the 4th and Central crossroads photo op and visitor experience to enhance visitor engagement along the Mother Road.

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Events & Festivals: IMPLEMENT EVENT MATRIX as a standard assessment tool

Using our the Event Matrix defined in the Destination Master Plan, we will evaluate and support events based on 11 specific criteria to identify those with the highest potential for sustainable growth.

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Downtown Development & Activation

Visit Albuquerque is issuing an RFP for a feasibility study focused on Downtown tourism development and advocating for the establishment of a Business Improvement District (BID) to support long-term downtown growth. Visitor-friendly enhancements to the Alvarado Transportation Center are also a top priority in 2026.

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Transportation & Connectivity

Priority initiatives will include supporting enhancements to transportation through a visitor lens, collaborating with the City to establish a circular shuttle, advocating for upgrades to Albuquerque's tourism infrastructure and working with the Rail Runner to increase our capture of Santa Fe visitors.

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Safety & Security

Priority initiatives include improvements to Alvarado Station to enhance visitor experience and connectivity, and advocating for Lodgers' Tax Debt Retirement to free up resources for catalytic safety and infrastructure projects.

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Research & Metrics For Data-Driven Success

To ensure our 2026 priorities remain effective, we will implement several comprehensive research initiatives this year, including:

Visitor Profile Study
- Origin markets, demographics, trip purpose, lodging type, length of stay, satisfaction
Visitor Volume & Economic Impact Study
- Spending, tax revenue, jobs supported
Brand Health Tracker
- Destination perceptions, travel intent, competitor tracking
Marketing Effectiveness Study
- Campaign awareness, brand lift, return on ad spend
Segmentation, Journey Mapping & Market Prioritization
- Traveler personas, path to purchase, opportunity markets
Resident Sentiment Tracker
- Quality of life perceptions, tourism industry perceptions, city asset perceptions
Meeting and Sports Planner Experience Study
- Selection factors, satisfaction, likelihood to recommend and rebook