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April 2026

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We hope the arrival of spring in Albuquerque is bringing you success. With summer fast approaching, we look forward to welcoming more visitors to the city and seeing the positive impact of more travelers in Albuquerque.

The 2026-2027 Visit Albuquerque Tourism Grant Program is accepting applications. See more information in the story below. We would love to see your proposal to make the city a brighter, more bustling destination.

Thank you for being a valued Visit Albuquerque Partner!

News

Tourism Grant Program Open for Applications

Applications are now open for the 2026-2027 Visit Albuquerque Tourism Grant Program, an initiative designed to support innovative projects that enhance Albuquerque’s visitor experience and strengthen the local tourism economy. Funded through the Albuquerque Tourism Marketing District (ATMD), the program invests in ideas and initiatives that help grow overnight visitation while showcasing the culture, creativity and authenticity that make Albuquerque unique.

Two funding opportunities are available:

Innovator Grants: Awards of up to $100,000 for established projects ready for implementation that demonstrate strong potential to drive visitation and economic impact. (Funding match is required for Innovator projects.)

Incubator Grants: Awards of up to $10,000 designed to support emerging ideas, pilot programs or smaller-scale initiatives that bring new visitor experiences to life.

Mark your Calendars: Tourism grant applicants must attend an informational workshop. The final session is taking place virtually: 

May 7, 2026 at 2 p.m. – Meeting Link

Visit Albuquerque is encouraging projects that align with key priorities identified in the Albuquerque Destination Master Plan, including Route 66 activations, Transportation & Connectivity improvements, and Downtown Development & Activation. Projects supporting culinary tourism, outdoor recreation and arts and cultural heritage experiences are also encouraged.

Applications, eligibility requirements and program guidelines are available now at VisitABQ.org/tourismgrants. The application deadline is May 22, 2026.

ADVERTISING CAMPAIGN TARGETS I-40 TRAVELERS

Most of Visit Albuquerque's ads are designed to inspire vacations in our city. However, many people who drive on I-40 are passing through Albuquerque on their way to somewhere else. As road trip season begins, Visit Albuquerque has launched an ad campaign that encourages travelers on I-40 to stop overnight in Albuquerque. The goal is to capture walk-in guests for hotel stays, even if our city is not the final destination on their itinerary.

To capture the attention of travelers, we have posted seven billboards on I-40. Two face eastbound drivers from the Arizona state line toward Albuquerque, and five face westbound drivers from the Texas state line toward Albuquerque. The billboards showcase our city as the perfect spot for tired travelers to stop for the night.

In addition, we are delivering banner ads to the mobile devices of drivers and passengers traveling along a geofenced area of I-40 from Flagstaff to Amarillo, including the gas stations, rest stops and quick-service restaurants along that stretch. Mobile devices within the geofenced areas will receive a Visit Albuquerque banner ad. The ads will reinforce the messaging on the billboards and encourage road trippers to stay overnight in Albuquerque. The I-40 intercept campaign is being funded by the Albuquerque Tourism Marketing District.

Introducing Our New Paid Social Media Campaign

As we head into the late spring and summer season, we’re excited to launch a refreshed paid social media campaign designed to capture attention and inspire travel to Albuquerque in a bold, new way.

Building on the success of our “U Are Here” social media campaign, this new creative direction was developed with performance insights in mind. Our audiences on social media are consistently more engaged with content that feels native to the platforms they are on, leading us to embrace this visually striking imagery to stop the scroll and draw viewers in.

In collaboration with local watercolor artist Barbara McGuire, we are blending photography with real watercolor brushstrokes. The campaign embraces the idea that Albuquerque is as breathtaking as a painting, yet is a place you can experience in real life.

This campaign recently rolled out across social media platforms in both still and video formats, reaching potential visitors with eye-catching, visually immersive content that highlights the beauty, culture and creativity of Albuquerque.

Tourism Leaders Advocate for the Industry in Washington, D.C.

Earlier this month, Visit Albuquerque President and CEO Tania Armenta joined tourism leaders from across the country, including New Mexico Tourism Department Acting Cabinet Secretary Lancing Adams, in Washington, D.C. to advocate for the vital role of the tourism industry during U.S. Travel's Destination Capitol Hill. They heard the latest industry data and forecasts from leading industry experts. They also spoke to team members of New Mexico’s Congressional delegation along with other policymakers about how tourism drives economic growth and supports small businesses, among many other benefits.

Visit Albuquerque Attends the HelmsBriscoe Annual Business Conference

Senior National Sales Manager Misty Jester is in Los Angeles April 28-29 to attend HelmsBriscoe’s Annual Business Conference. This premier two-day event brings together new and seasoned HelmsBriscoe associates from across the United States for structured networking sessions and one-on-one business meetings.

During the conference, Misty is strategically positioning Albuquerque as a competitive and compelling meetings destination. She is educating new HelmsBriscoe associates on the city’s breathtaking landscape, continually evolving infrastructure, rich cultural heritage and proven capacity to host large-scale conferences and citywide events.

Equally important, this event provides an invaluable opportunity to strengthen existing partnerships and cultivate new relationships with these influential third-party meeting planners—further expanding Albuquerque’s visibility and future booking potential within the HelmsBriscoe network.

Visit Albuquerque Sales Team Attends Sales Summit

Several members of the Visit Albuquerque Sales and Services team are in Dallas, Texas, attending the Destinations International Convention Sales and Services Summit (CSS Summit) from April 27-29. The CSS Summit provides an opportunity for the team to dive into the realities of selling destinations, serving clients and leading teams in an evolving meetings and events landscape.

CSS Summit also offers a dedicated opportunity for the team to join our destination peers for two full days of programming designed to enhance collaboration, align goals and engage in meaningful peer-to-peer conversations, furthering our ability to position Albuquerque as a top convention destination.

Visit Albuquerque Attends Sports ETA Symposium

Visit Albuquerque President and CEO Tania Armenta; Vice President of Sales, Services and Sports Angie Jepsen; Director of Sports Development Angela Gandy; and Sports Retention and Operations Manager Ryan Abeyta attended the 2026 Sports Events and Tourism Association Symposium from April 20-24 in Las Vegas, Nevada.

Sports ETA, the premier trade association for the sports events and tourism industry, hosts an annual symposium that spans four days. This event features one-on-one meetings with sporting event organizers, educational programs and ample networking opportunities.

During their time in Las Vegas, Angela and Ryan participated in sessions focused on the latest trends and topics in sports tourism. They also held 40 one-on-one meetings with key decision-makers responsible for selecting sites for national sporting events. As part of Visit Albuquerque’s sponsorship of the 2026 Sports ETA Hall of Fame, Tania and Angela took the stage to address more than 1,000 sports rights holders and industry professionals and showcased the Visit Albuquerque/Albuquerque Sports Commission sports reel. In addition, Tania, Angie, Angela, and Ryan attended the Chairman’s Dinner, which brought together past and present Hall of Fame inductees, Sports ETA Board members, and other leaders from across the sports tourism industry.

Visit Albuquerque Hosts IITA Steps to Success Training Program

In partnership with the New Mexico Tourism Department, Visit Albuquerque welcomed tourism and hospitality partners from across the city on April 7 to participate in the International Inbound Travel Association (IITA) Steps to Success training program. This program provided practical training to help tourism businesses better understand how to work with international tour operators and grow business through the global travel trade. The Albuquerque session received tremendous feedback from the organizers on the variety of partner businesses that were in the room, from hotels to attractions to tour companies, as well as the level of engagement from the attendees. If you are interested in getting more involved with global travel trade efforts, please contact Trade@VisitABQ.org.

Register to Attend the Governor’s Conference on Hospitality and Tourism

Register now to attend the 2026 Governor’s Conference on Hospitality and Tourism, presented by the New Mexico Hospitality Association and New Mexico True. This conference brings together hospitality and tourism professionals for two days of learning with keynote speakers, breakout sessions and more. The conference takes place June 24-25, 2026 in Las Cruces. Early bird registration is open now through May 15.

NATIVE Act Grants Available

The American Indigenous Tourism Association and the U.S. Forest Service have opened applications for the NATIVE Act Grant. Tribal Nations, Tribal Enterprises and Indigenous nonprofits can receive up to $50,000 to expand Indigenous-led tourism, interpretation and recreation on or near federally managed lands. Applications are due May 1, 2026, and projects must be completed by May 1, 2027. Learn more and apply here.

Learn About the Route 66 Centennial with Revamped ACE Training

Visit Albuquerque’s Albuquerque Community Experience (ACE) training program is designed to brush up your employees’ customer service skills and strengthen their knowledge of the city. With the Route 66 Centennial underway this year, ACE training classes now have more content to help your employees be prepared to celebrate and answer questions about the centennial.

Graduates will be recognized as Albuquerque Community Experience professionals and will receive a complimentary Community Experience pass that allows each of them and one guest to visit attractions throughout the Albuquerque area. The value of each ACE experience pass is more than $500! All ACE attendees from now through the end of 2026 will receive a free Route 66 Centennial branded T-shirt! Make sure your team is ready for visitors coming to Albuquerque to celebrate the 100th anniversary of the Mother Road.

Don’t miss your chance to attend an upcoming class:

May 19, 2026
1 p.m. to 4 p.m.
DoubleTree Albuquerque
201 Marquette Ave. NW, 87102

The cost is $25 per person for Partner businesses and $40 per person for non-Partners. Take advantage of a special Route 66 Centennial discount and get three spots in an ACE training for $66. Snacks will be provided along with water and coffee. To register, call Trish Hathoot at 505-908-8178 or send an email to TKHTrainingABQ@gmail.com.

Refresh Your Knowledge of Partner Benefits at Partner Orientation

Refresh your knowledge about all the opportunities you have as a Visit Albuquerque Partner at Partner Orientation. Long-standing and new Partners are welcome to learn how to make the most of your benefits. The next Partner Orientation is:

May 20
9 a.m. to 11 a.m.
Visit Albuquerque offices
20 First Plaza, Suite 601, 87102

Find more Partner Orientation dates. RSVP in advance to attend.

KNOW SOMEONE WHO MADE A MOMENT MEMORABLE? NOMINATE AN EXCEPTIONAL HOSPITALITY WORKER

Visit Albuquerque is spotlighting local hospitality workers who have created memorable, meaningful experiences through exceptional service.

We’re looking for real stories of hospitality. Tell us about the moments when someone went the extra mile, turned a challenge into a positive experience or made a guest feel genuinely welcomed in Albuquerque. Whether it was a thoughtful gesture, a creative solution or a moment of kindness that stood out, we want to hear what they did and why it mattered.

When you nominate someone, you’ll be asked to share a brief story or example that shows how this individual made a difference. Specific details help us bring these moments to life and inspire others across our hospitality community.

Fill out this form to nominate someone for recognition. Help celebrate hospitality excellence!

Upcoming Meetings and Sports Events

In May 2026, more than 47,000 people will participate in or attend meetings and sports events booked and supported by Visit Albuquerque. These events will generate an estimated $12.7 million in direct spend. Some of the noteworthy events include:

Dates	Group Name	Est. Attendance	Meeting Location
May 1-3	Sun Country Region Volleyball Association Regional Championships	5,940	Albuquerque Convention Center
May 2-3	Rio Grande Valley Celtic Festival and Highland Games	1,000	Balloon Fiesta Park
May 2-3	New Mexico Youth Soccer Association GA Leagues-5	1,426	Mesa Del Sol Soccer Fields
May 6-9	New Mexico Activities Association State Tennis Championships	1,980	Jerry Cline Tennis Center
May 8-10	USA Judo Senior Nationals	1,250	Albuquerque Convention Center
May 8-9	New Mexico Activities Association 1A-3A State Track Championships	3,168	UNM Campus
May 9-10	New Mexico Youth Soccer Association ECNL/DPL-3	1,426	Mesa Del Sol Soccer Fields
May 9-10	United States Specialty Sports Association Cinco de Mayo Tournament	4,554	Jennifer Riordan Spark Kindness Sports Complex
May 11-16	American Orthopaedic Association Annual Leadership Meeting	800	Albuquerque Convention Center
May 13-16	New Mexico Activities Association State Softball Championships	2,310	Los Altos Softball Fields
May 14-16	New Mexico Activities Association State Baseball Championships	2,475	Jennifer Riordan Spark Kindness Sports Complex
May 15-16	New Mexico Activities Association 4A-5A State Track Championships	4,752	UNM Campus
May 16-17	New Mexico Youth Soccer Association State Cup u15-19 Round 2	1,901	NM Soccer Tournament Complex
May 16-17	New Mexico Youth Soccer Association NM Cup	3,564	NM Soccer Tournament Complex
May 22-25	New Mexico Games Basketball Championships	3,770	Johnson Center - UNM
May 23-24	New Mexico Youth Soccer Association Sandia Cup	6,534	NM Soccer Tournament Complex
May 23-24	Sun Country Golf House JAC/Uswing Mojing Jr World Qualifiers	264	Santa Ana Golf Club

Bolded events are citywide events, defined as events that require a minimum of 400 room nights on peak, and will take place across the city. Although each of these events takes place in one part of town, the people who attend them will visit businesses throughout the city for shopping, dining and entertainment.

Let's come together to make their stay memorable, showcasing the best of Albuquerque’s hospitality. Your welcoming spirit can contribute to a positive experience for these visitors and foster a lasting impression of our community.