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City Launches Campaign to Boost Tourism Industry Recovery

Mayor Keller supporting economic recovery in hard-hit Albuquerque tourism industry

July 22, 2021

The City of Albuquerque Economic Development Department (EDD), in partnership with Visit Albuquerque, recently launched a campaign promoting Albuquerque as a top destination to travelers planning post-pandemic vacations. The campaign aims to increase leisure travel to the city by targeting specific fly and drive markets and focuses on outdoor recreation; arts and culture; and distinctive Albuquerque experiences, events, and attractions.

“We want the nation to discover what Burqueños already know—Albuquerque is a top-tier destination and makes for an unforgettable trip,” said Mayor Tim Keller. “From arts and culture, to our cuisine and amazing outdoor recreation opportunities, we’ve got plenty to pitch to folks across the nation. We’re excited to promote our great city and boost tourism as we enter a period of economic recovery.”

The Lodgers’ Tax Advisory Board was tasked with developing the comprehensive campaign, and worked closely with Visit Albuquerque, using industry data to identify target markets, and to inform campaign content and creative. Visit Albuquerque is directing the entirety of the City’s $1 million investment toward the placement of paid media, with more than 200 million impressions expected to be generated through the end of the campaign in October. Additional expenses associated with the campaign will be paid by Visit Albuquerque funds.

“It's the perfect time to sell Albuquerque because we have so much to offer with our great weather, outdoor space, and attractions,” said Tushar Patel, president and CEO of the TNJ Group of Companies, and Lodgers’ Tax Advisory Board chair. “The City, with Mayor Keller's leadership, is moving in the right direction.”

“We are grateful to Mayor Keller and the City of Albuquerque for this additional investment in tourism,” said Tania Armenta, President & CEO of Visit Albuquerque. “This marketing campaign will help ensure that Albuquerque is in a strong position to capture pent-up demand for travel over the summer and throughout the rest of the year, which in turns helps our businesses on the path to recovery.”

A website landing page, VisitABQ.org/discover, was designed to provide links for trip-planning tools, videos, tips for exploring the city, activity suggestions, and information about where to stay, shop, and dine. The page also includes information about air routes to Albuquerque, supporting the “Fly ABQ” campaign recently launched by the Albuquerque Sunport that encourages travel by air. Consumers can also find information about working remotely from Albuquerque, relocating to the community, and the ABQ Home for Life initiative, which EDD kicked off in early 2021.

“We’re boosting Albuquerque’s tourism ecosystem as part of our recovery plan, and working to help bring back the jobs and income lost due to COVID travel restrictions,” said Economic Development Director Synthia R. Jaramillo. “This campaign puts Albuquerque’s strengths and natural assets in the spotlight, and we can’t wait for visitors to fall in love with our beautiful city.”

The City’s ABQ Home for Life campaign, targets remote workers, who can do their jobs from anywhere. Remote workers vacationing in Albuquerque will utilize hotel space for work, and boost the hospitality industry, including restaurants. The ABQ Home for Life campaign is intended to capitalize on trends accelerated by the pandemic – namely, moves away from large cities and from areas prone to natural disasters in favor of lower-risk, mid-sized cities.