Industry Insider

July 2025

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We’ve wrapped up another fiscal year at Visit Albuquerque, and we’re diving into the new one with fresh energy and exciting plans to bring even more visitors, meetings and sports action to our city. A big shoutout to the amazing hotels and lodging properties in the Albuquerque Tourism Marketing District. Your continued support has helped position Albuquerque as a standout destination in the visitor economy.

This issue of Industry Insider includes an opportunity to learn more about ways your business can leverage the Route 66 centennial and information about advertising opportunities with Visit Albuquerque during the Balloon Fiesta.

Thank you for being a valued Visit Albuquerque Partner!

News

Submit Your Free Coupon for the City Guide for Balloon Fiesta Visitors

Balloon Fiesta will be here before you know it, and we want to include your business in our promotional efforts. Visit Albuquerque is publishing our annual City Guide that includes coupons, a full calendar of events and helpful information about things to do and see in Albuquerque. The special booklet will be distributed to more than 25,000 visitors during Balloon Fiesta. Including a coupon in our City Guide is a great way to introduce your business to new visitors and drive increased business during the Balloon Fiesta season.

Submit your coupon here! In order to be included in the booklet, please fill out the form no later than July 25, 2025. There is no charge to include your coupon, but you must be a Visit Albuquerque Partner! If you have any questions, please contact marketing@visitabq.org or 505-222-4314.

Last Chance to Advertise in the City Guide

If you want to entice Balloon Fiesta visitors to come to your business, purchase a display ad in the City Guide. A paid ad will catch the attention of thousands of visitors who will use the City Guide to help plan their time in Albuquerque.

See the rates for display ads, and if you’re interested, contact Alisha Zierden at Zierden@VisitABQ.org to purchase your ad. Sales close July 25, 2025.

VISIT ALBUQUERQUE EARNS DMAP ACCREDITATION RENEWAL

Visit Albuquerque has renewed its accreditation under the Destination Marketing Accreditation Program (DMAP). Managed by Destinations International, which represents more than 750 destinations worldwide, DMAP accreditation demonstrates Visit Albuquerque's commitment to industry excellence and meeting best practices for performance and accountability. Accreditation signifies that Visit Albuquerque adheres to rigorous standards in destination marketing and possesses the necessary infrastructure and expertise to effectively promote Albuquerque as a destination.

To earn its DMAP accreditation renewal, Visit Albuquerque was required to demonstrate that it complies with mandatory and voluntary standards that cover nearly all aspects related to the management of destination organizations, including strategic planning, governance, finance, human resources, sales, marketing, communications, destination development and research. DMAP is a globally recognized program, and approximately 200 destination organizations worldwide have earned accreditation.

Visit Albuquerque has been accredited since 2008 and must undergo regular renewals and reaccreditation to maintain its DMAP status. Its current accreditation is valid through December 30, 2030.

FY26 MARKETING PLAN OUTLINES ORGANIZATIONAL GOALS

Visit Albuquerque released its FY26 Marketing Plan in June. The 48-page plan describes how Visit Albuquerque will implement sales and marketing strategies to promote the city as a top destination for leisure travel, meetings and sports events. The plan was developed within the context of national economic uncertainty and local headwinds that have created a complicated landscape for travel. It outlines how Visit Albuquerque will rely on a strategic, adaptive approach to destination marketing that addresses near-term challenges while positioning Albuquerque for long-term growth and resilience.

A digital copy of the plan is available in a password-protected area of the Visit Albuquerque’s website. To request access, please send an email to Susie Ross at ross@visitabq.org.

ADVERTISING CAMPAIGN HIGHLIGHTS ROUTE 66 CENTENNIAL

Online banner ads that encourage people to celebrate the Route 66 centennial in Albuquerque began running in mid-May, followed in June by a series of 30-second audio spots placed inside podcasts and in July by two 30-second video spots running on streaming television platforms. The campaign will continue through 2026.

The “Soul of Route 66” video highlights what makes Route 66 unique in Albuquerque, including culture, cuisine and architecture, while the “Kitsch of Route 66” video spotlights some of the quirky stories of our city’s stretch of the Mother Road. The ads direct people to Route66ABQ.com, the website developed by Visit Albuquerque in partnership with the City of Albuquerque Arts and Culture Department, to help people start planning a trip.

A screenshot from one of the Route 66 spots.

Attend an ACE Class to Improve Your Team’s Customer Service Skills and Knowledge of Albuquerque

Visit Albuquerque’s Albuquerque Community Experience (ACE) training program is designed to brush up your employees’ customer service skills and strengthen their knowledge about the city. Graduates of the program can answer guests’ questions about things to do and places to visit. The program also provides training on topics such as first impressions, effective communication and handling conflict. Graduates will receive a commemorative lapel pin and a certificate recognizing their completion of the program.

The cost is $25 per person for Partner businesses and $40 per person for non-Partners. 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.

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

July 23, 2025
1 p.m. to 4 p.m.
Albuquerque Museum
2000 Mountain Rd. NW, 87104

Aug. 21, 2025
9 a.m. to 12 p.m.
Holiday Inn & Suites I-25 North
5050 Jefferson St. NE, 87109

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!

Seating is limited, so register your employees now!

Attend a Morning Networking Event

Connect with colleagues and the Visit Albuquerque team to collaborate on the Albuquerque Destination Master Plan and identify how you can play a role in making Albuquerque shine for visitors, residents and local businesses.

Recognizing the power of tourism to drive economic growth and enhance our quality of life, Visit Albuquerque introduced a 10-year Destination Master Plan (DMP) that outlines strategies for creating compelling visitor experiences and elevating Albuquerque as a must-visit destination. This plan, fueled by insights from over 2,300 stakeholders along with rigorous research and insight by industry specialist JLL, will guide our efforts to make Albuquerque a premier destination in the Southwest.

July 24 from 7:30 a.m. to 9:30 a.m.
Poulin Marketplace
8600 Pan American Fwy. NE, 87113

Prepare for the Route 66 Centennial

Attend the upcoming Route 66 tourism education session to learn more about how your business can celebrate the 100th anniversary of the Mother Road and maximize your tourism potential. Hear from experts, learn about upcoming events and find out how to prepare and make the most out of this celebration.

July 31 from 9 a.m. to 12 p.m.
West Central Route 66 Visitor Center at Nine Mile Hill
12300 Central Ave. SW, 87121

Network at a Partner Pop-In Event

Connect with fellow Visit Albuquerque Partners at the Partner Pop-In. This new event series offers a more personalized networking opportunity, paired with an activity at a local Partner organization. This month’s Partner Pop-In will take place:

Aug. 13 at 5 p.m.
#ABQTours - History & Ghost Tours of Old Town
522 Romero St. NW

5 p.m. to 6 p.m. will be the networking happy hour, and an Old Town ghost tour will take place from 6 p.m. to 7:30 p.m. Tickets cost $20, and include the ghost tour. Register in advance to attend.

Nominate an Exceptional Hospitality Worker to be Recognized

Visit Albuquerque is spotlighting local hospitality workers who have provided exceptional customer service. We are looking for hospitality workers who have gone above and beyond in the industry and who go to great lengths to be the best ambassadors for Albuquerque. Fill out this form to nominate someone for recognition. You’ll be asked to briefly describe why the individual is exceptional. Help celebrate hospitality excellence!

Upcoming Meetings and Sports Events

In August 2025, more than 3,000 people will participate in or attend meetings and sports events booked and supported by Visit Albuquerque. These events will generate an estimated $2.9 million in direct spend. Some of the noteworthy events include:

Dates	Group Name	Est. Attendance	Meeting Location
Aug. 2-7	National Conference of Appellate Court Clerks Annual Meeting	150	Albuquerque Marriott Hotel
Aug. 2-11	TeslaTech LLC Extraordinary Technology Conference	124	Crowne Plaza Albuquerque
Aug. 3	Sun Country Golf House Drive, Chip & Putt Sub-Regional Qualifier	248	UNM Championship Golf Course
Aug. 16-17	Sun Country Golf Qualifier Pitre Auto Group SCJG Tour Championship	264	Santa Ana Golf Course
Aug. 22-28	International Association of Electrical Inspectors Southwestern Section Annual Business Meeting	100	Embassy Suites by Hilton Albuquerque
Aug. 25-26	Sun Country Golf House NM/WT Senior Amateur Championship	325	Then Canyon Club
Aug. 31-Sept. 5	Institute of Electrical and Electronics Engineers Inc. Quantum Week Conference	1,800	Albuquerque Convention Center

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.