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As the official Destination Marketing Organization (DMO) for Albuquerque, Visit Albuquerque’s mission is to positively impact the city’s visitor economy by developing and promoting exceptional visitor experiences that also enhance the quality of life for the community. Recognizing the pivotal role that tourism plays in economic development and improving the quality of life in growing destinations, Visit Albuquerque led the development of a 10-year Destination Master Plan (DMP) that was completed in late 2024. This plan, guided by extensive stakeholder input and multifaceted industry research, reflects the organization’s commitment to elevating Albuquerque as a sought-after destination for visitors and a great place to live for the local community.  

The DMP, a purpose-driven roadmap, was developed by JLL’s Global Tourism and Destination Advisory Team over 12 months across four phases: listening, analyzing, strategizing and activating. Throughout the process, comprehensive stakeholder engagement was conducted with over 2,300 participants representing diverse entities, such as Visit Albuquerque staff, City and County staff, elected officials, economic development agencies, arts and culture leaders, sports organizers, venue managers, developers and tourism industry business owners.  

The Albuquerque Destination Master Plan outlines several key priorities and recommendations to enhance the city's tourism industry over the next decade. The plan includes exploring the potential for developing new tourism products and experiences, enhancing existing ones, and improving infrastructure to support the growth of tourism in the city. 

One of the key priorities in the plan is Downtown revitalization. While rich in potential, downtown Albuquerque currently faces a complex set of challenges that impact the city's urban core and its appeal to visitors and residents alike. The area has struggled with persistent issues that have hindered its full revitalization, creating a mixed landscape of progress and setbacks. The Destination Master Plan recommended conducting a feasibility study to identify catalytic projects that have the potential to move Downtown forward.

Albuquerque has faced numerous challenges and setbacks in advancing Downtown development. These challenges have affected Albuquerque’s performance as a meetings and convention destination. Our city competes for meetings and conventions against other destinations that are advancing their assets and infrastructure in significant ways. This feasibility study will allow Albuquerque to take a data-driven approach to identifying the most impactful tourism-related project or projects to move downtown Albuquerque and the tourism industry forward.

The feasibility study is intended to evaluate a range of tourism-related, catalytic project concepts that have the potential to significantly advance downtown Albuquerque’s revitalization while strengthening the city’s visitor economy. Rather than proposing a single solution, the study will take a data-driven approach to assess multiple project types and determine which opportunities offer the greatest market demand, financial viability and community benefit. 

Potential projects may include, but are not limited to, new or enhanced visitor-facing infrastructure, attractions, venues or mixed-use developments that support meetings, conventions, leisure travel, arts and culture, sports, entertainment or public activations. Projects may involve the development of new assets, the expansion or reimagining of existing facilities, or the integration of complementary uses that increase Downtown vibrancy, visitation and economic activity. 

The feasibility study will consider how proposed projects align with the priorities outlined in the Destination Master Plan, respond to market realities, leverage Downtown’s unique character and assets, and serve both visitors and residents. The outcome of the study may identify one primary catalytic project or a combination of complementary initiatives that together can move downtown Albuquerque and the visitor economy forward in a meaningful and sustainable way.

Several concepts emerged during development of the DMP regarding potential funding sources for tourism infrastructure. These options will be further explored during the feasibility study process.

The study will be completed in the fall of 2026.

The feasibility study will establish the timeline for implementation of any selected project. There is a sense of urgency due to the competition in the industry and the lost opportunities in visitor and meeting revenue.