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A Destination Master Plan for Albuquerque

Visit Albuquerque, working with industry partners and business and City leaders, is working on the development of a Destination Master Plan for our community. Visit Albuquerque has partnered with the global tourism advisory division of JLL to lead an in-depth planning process that will set a strategic vision for our community as a top travel destination. Together, we will create 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.

What Is a Destination Master Plan?

A Destination Master Plan (DMP) is a long-term, comprehensive approach to improving our city’s attractiveness and competitiveness as a destination. By securing buy-in from a variety of public and private groups, the plan will help align internal and external stakeholders to ensure that our entire community shares in the benefits of tourism, meetings and events. The DMP will serve as a valuable guide for future decisions on issues ranging from meeting visitor expectations to preservation of our city’s unique cultural heritage to identifying improvements and expansions that will increase economic vitality. The plan’s goals are to identify initiatives that enhance the quality of the visitor experience through better services, attractions and activities while also increasing the quality of life for residents.

Overarching Goals of the Destination Master Plan Include:

  • Set a strategic vision the destination
  • Create a 10-year roadmap
  • Enhance Albuquerque’s positioning
  • Find balance with residents, businesses & visitors

What Does the Planning Process Include?

The planning process will take approximately 12 months and is broken up 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 planning process will also seek to find balance with community and promote industry-wide support for responsible travel principles and strategies to protect cultural assets. The process will include a review and strategies on key issues the sector faces including focus areas on workforce development and housing accessibility. 

Most importantly, the process will include a broad spectrum of industry and community engagement. Visit Albuquerque and the JLL team will facilitate stakeholder focus groups and surveys to drive input into the process. Additionally, JLL has engaged Future Partners, formerly Destination Analysts, to study visitor perception as well as seek input from community with a resident sentiment study. 

Take the Stakeholder Survey

Click Here to Take the Survey

The DMP process is designed to incorporate views and thoughts from a broad base of stakeholders across Albuquerque. As a leader in the tourism and hospitality industry and/or business community, you are invited to participate in a survey that will inform the DMP and give direction for priorities and recommendations. Your feedback and insights are critical to this process.

The survey should take 15-20 minutes. Please answer questions where you are familiar with the subject matter. If you are not familiar with the content, or don’t have an opinion on a particular subject, please skip to the next question.

*Note: The following survey is designed for stakeholders in the local tourism and hospitality industry and business community. If you are an Albuquerque resident who is not involved in the tourism and hospitality industry or business community, please send us an email and we will ensure you receive a link to a separate Resident Survey.

This effort is being facilitated by Jones Lang LaSalle (JLL), led by Shirin Jafari, Vice President. If you have any additional thoughts you would like to share, please contact Shirin at

Take the Resident Sentiment Survey

Click Here to Take the Resident Survey

Whether you've been a long-time resident of Albuquerque or are new to the city, we're eager to hear your sentiments about living here. Share your thoughts on what makes Albuquerque special to you, the aspects of community life you appreciate most, and any suggestions you have for enhancing the resident experience. Your input will guide us in improving the quality of life for you and your fellow residents! Participate in the survey today

Take the Visitor Survey

Click Here to Take the Visitor Survey

Whether you are a frequent traveler to Albuquerque or a trip to the Duke City is still on your wish list, we want to hear your thoughts about visiting. Let us know the types of activities and events you enjoy when traveling, how you plan a trip, and your feelings about Albuquerque as a destination. Your feedback will help us identify ways to strengthen the visitor experience for you and other travelers! Take the survey now to be entered for a chance to win a $300 Amazon gift card or one of four $50 Amazon gift cards.

How Can I Get Involved?

Development of the Destination Master Plan will be collaborative and inclusive. Visit Albuquerque is encouraging participation from a broad range of individuals.

To indicate your interest in participating in the planning process, please complete the form below:

Please let us know how tourism is impacting you and your organization.

* Indicates a required field.

Thank you for your interest development of a Destination Master Plan for Albuquerque. We look forward to hearing from you and working with you as the planning process evolves. 


Tania Armenta

President & CEO, Visit Albuquerque


Bethanie DeRose

Senior Vice President, Visit ABQ Project Manager

A view of the Sandia Mountains from the Rio Grande Bosque.

About JLL & Future Partners

About JLL

About Future Partners