Video Recapping FY25 Performance Metrics: https://youtu.be/Pe32ZbuLEbA
Building for the Future video: https://youtu.be/FjlJrKKwZoc
Media Contact:
Brenna Moore/Visit Albuquerque
Office: (505) 222-4349
Moore@VisitABQ.org
Visit Albuquerque Recaps Performance, Highlights Goals of the Destination Master Plan at 2025 Annual Meeting
Meeting theme "Building for the Future" underscores importance of the Plan and its role in strengthening Albuquerque’s competitiveness in the visitor economy
ALBUQUERQUE, N.M. – (Oct. 30, 2025) – Visit Albuquerque hosted and supported 223 meetings, conventions and sports events in fiscal year 2025 (July 1, 2024, through June 30, 2025), which generated 146,000 hotel room nights and $74 million in estimated direct spending. Visit Albuquerque’s Sales team and the Albuquerque Sports Commission booked 255 events for future years — a 12% increase over fiscal year 2024 — which will bring an estimated 275,000 attendees and $91 million in direct spending to the city in future years. For every dollar Visit Albuquerque invested in advertising in FY25, the organization generated $22 in spending by travelers at hotels, restaurants, retail shops and attractions.
Those were just a few of the metrics presented during Visit Albuquerque’s Annual Meeting held Tuesday at the Albuquerque Convention Center, where President & CEO Tania Armenta and Board of Directors Chair Ben Abruzzo welcomed more than 500 industry leaders, organization partners and community members to hear about the organization’s accomplishments, priorities and goals.
“The tourism and hospitality industry is one of the city’s largest private industries and one of Albuquerque’s most effective economic development strategies,” said Armenta. “Each year, more than 6 million overnight travelers visit the city, generating over $2 billion in estimated spending, supporting more than 45,000 jobs and generating more than $268 million in tax revenue that is reinvested into the city’s infrastructure, services and community development.”
During fiscal year 2025, Visit Albuquerque engaged in a broad range of marketing and sales campaigns designed to attract leisure travelers, meetings, sports events and group tours to our city. Achievements were highlighted in a recap video and detailed within a Report to Stakeholders, and included:
- Visit Albuquerque’s social media platforms achieved an 11% increase in followers and a 53% increase in engagement over FY24.
- Visit Albuquerque’s travel media relations efforts generated 571 articles that featured or mentioned the destination, a 33% year-over-year increase.
- Research in nine key markets shows that 43 percent of people who recalled seeing a Visit Albuquerque advertisement said the ad made them interested in traveling to Albuquerque.
- Our advertising drove nearly 308,000 trips to Albuquerque from those nine key markets — up from 207,000 trips in FY24 — and generated approximately $116 million in direct spending.
A key area of focus for the organization in FY25 centered on promotion of Albuquerque’s stretch of Route 66 ahead of the centennial in 2026. Working in partnership with the City of Albuquerque, the organization launched a two-year marketing campaign to celebrate the centennial and position Albuquerque as the best place to experience the Mother Road. These efforts included:
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The launch of Route66ABQ.com, a new website highlighting what makes Albuquerque’s stretch of Route 66 unique.
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A Route 66 centennial advertising campaign — which launched in the spring of 2025 and will continue through the end of 2026 — that directs travelers to the site through social media, digital, print, streaming TV and in-airport ads.
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Production of two 30-second television spots that showcase what makes Albuquerque’s stretch of Route 66 special; one focused on the soul of Albuquerque and another focused on the kitschy aspects of the city’s section of the route.
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The launch of The Roadrunner, a monthly newsletter that spotlights Route 66 stories, events and experiences leading up to the Centennial.
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The creation of limited-edition Route 66 “kicks,” branded sneakers honoring the centennial and designed for Albuquerque enthusiasts and Route 66 fans alike.
Visit Albuquerque’s business partners in attendance also elected a slate of nominees to fill open positions on the Board of Directors. Nominees elected to positions in the Hospitality, Non-Lodging category included:
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Ben Abruzzo, President of Sandia Peak Aerial Tramway (incumbent returning for a second term)
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Troy Bradley, Chief Pilot for Rainbow Ryders Hot Air Balloon Ride Co.
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Monique Fragua, President/CEO for the Indian Pueblo Cultural Center and Indian Pueblos Marketing, Inc.
Nominees elected to positions in the General Business category included:
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Mike Canfield, President & CEO of Valliant Consulting Group
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Dale Dekker, Founding Principal and Brand Ambassador at Dekker
Other nominees elected to positions in the Lodging category:
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Damen Kompanowski, General Manager of Sheraton Albuquerque Uptown - Hospitality/Lodging with 15,000 Square Feet of Meeting Space (incumbent returning for an additional year)
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Carl Vidal, CEO & Founder of Irvie Homes - Short-Term Rental Properties’ representative
The meeting program also recognized a group of Meeting and Event Heroes who were instrumental in bringing impactful events to the city. They included:
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Mandy Griego – annual USA Archery JOAD Indoor Tournament and USA Archery JOAD Outdoor Target Nationals for 2024 and 2025
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Derek Gutierrez – PGA of America 17u Championships for 2023 and 2024
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Dr. Clifford Ho – 26th SolarPACES Conference
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Marilyn Smith – 2023 Tuskegee Airmen Inc. National Convention
Through the “Building for the Future” theme and accompanying video, Visit Albuquerque celebrated the collective energy and creativity that are building Albuquerque’s future and ensuring its continued competitiveness in the visitor economy. The message echoed the goals of the Destination Master Plan, a 10-year strategic vision to boost Albuquerque’s visitor economy that was unveiled at the organization’s 2024 Annual Meeting. As the video emphasized, the city’s future will be shaped not only by bold projects, but by the dedication of individuals who believe in Albuquerque’s potential. Visit Albuquerque called on partners, stakeholders and residents to embrace the plan and play an active role in realizing its vision.
“The Destination Master Plan reminds us that every brick matters,” said Ben Abruzzo, President of Sandia Peak Aerial Tramway and Chair of the Visit Albuquerque Board of Directors. “Whether you’re opening a new restaurant, training hospitality employees, hosting a national event, or welcoming guests to your business, you’re helping to shape Albuquerque’s story.”
“We have the blueprint. We have the tools. We have the people. And we have the will,” said Armenta. “So, let’s continue to dream boldly. Let’s keep laying each brick with intention and pride — until the Albuquerque we imagine is the Albuquerque we live in every day.”
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 www.VisitABQ.org.
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