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Visit Albuquerque and JLL Announce Destination Master Plan Initiative Organization partners with global tourism and destination advisory firm to launch planning process that will set a strategic vision for Albuquerque as a top travel destination

ALBUQUERQUE, N.M. – (Sept. 28, 2023) – Visit Albuquerque, working with industry partners and business and City leaders, will embark on a year-long project to develop a Destination Master Plan (DMP) for the city, the organization announced yesterday at its Annual Meeting. 

Visit Albuquerque has partnered with the global tourism and destination advisory division of JLL – a global real estate services company – to lead an in-depth planning process that will set a strategic vision for Albuquerque as a top travel destination. The process will result in a 10-year roadmap that strengthens Albuquerque as a thriving destination for leisure travelers, meetings and events while balancing the needs of residents, businesses and visitors.

“We are excited to embark on this important venture alongside JLL and community leaders,” said Visit Albuquerque President & CEO Tania Armenta. “The Destination Master Plan will serve as a roadmap in elevating Albuquerque’s status as a premier travel destination. Our shared vision is to enhance the visitor experience and the quality of life for residents, and we are counting on members of the community to engage in this process to ensure the plan is as comprehensive and inclusive as possible.”

A Destination Master Plan is a long-term, comprehensive approach to improving the city’s attractiveness and competitiveness as a destination. The plan will help align stakeholders to ensure the entire community shares in the benefits of tourism, meetings and events, and find a balance between residents, businesses and visitors. The DMP will serve as a guide for future decisions related to visitor expectations, preserving cultural heritage and more. The DMP will also identify areas of improvement within the city.

“We are thrilled to launch this process with Visit Albuquerque and the Albuquerque community,” said Bethanie DeRose, JLL Senior Vice President and Visit ABQ Project Manager. “This plan will set a strategic vision to enhance Albuquerque’s position as a top destination to visit and to live.”

The planning process will take about 12 months and is broken into a four-phased approach led by the JLL team. The process will identify industry opportunities and challenges with recommended strategies for momentum and improvement to be implemented over a 10-year period. The process will include a broad spectrum of engagement. Visit Albuquerque and JLL will facilitate stakeholder focus groups and surveys to drive input into the process. JLL will also utilize Future Partners, formerly Destination Analysts, to study visitor perception as well as seek input from residents in a resident sentiment study. The DMP is expected to be completed by the end of 2024.

About Visit Albuquerque

Visit Albuquerque is an accredited destination marketing organization (DMO), and a private, not-for-profit organization [501(c)(6)]. The mission of Visit Albuquerque is to stimulate economic growth by marketing Albuquerque as a convention, sports and visitor destination. For more information, go to