---
title: "New Mexico Tourism Department profile | Destination Pulse"
description: "The New Mexico Tourism Department is the state's cabinet-level tourism office in Santa Fe, running the New Mexico True brand and funded by state general fund appropriations."
canonical: https://destinationpulse.mandalivia.com/org/new-mexico-tourism-department/
---
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# New Mexico Tourism Department
Not monitored. Profile updated Nov 10, 2026.
The New Mexico Tourism Department is a cabinet department [S5] of the state's executive branch, created in 1991. It markets New Mexico under the New Mexico True brand, publishes New Mexico Magazine and runs grant programs for local tourism partners, with 62 authorized positions. Lancing Adams has led it as acting cabinet secretary since August 2023, and Erin Ladd is marketing director.
The legislature funds it from the general fund. For FY27 the department has $26.5 million in recurring money, $22.2 million of it for marketing and promotion, plus a one-time $18 million for national and international marketing [S3]. Its cooperative marketing program awarded more than $3.8 million to 48 local partners [S4] in FY27. In October 2026 it asked lawmakers for a 10.2% general fund increase and $25.5 million in special appropriations for FY28.
The department posts its own RFPs. Its 2022 advertising agency RFP set a four-year contract that ends June 30, 2027 [S8]; the winner was not published. In June 2024 The Abbi Agency became its public relations agency of record [S9]. In August 2026 it sought brand and data asset management software for co-op grantees, with proposals due September 17, 2026.
[^s3]: "For national and international marketing" (p.8)
[^s4]: "In FY27, the CoOp program awarded" (p.9)
[^s5]: "The department shall be a cabinet department"
[^s8]: "terminate on June 30, 2027" (p.37)
[^s9]: "Public Relations Agency of Record"
## At a glance
- **Founded:** 1991 (Laws 1991, chapter 21) (source S5)
- **Legal form:** New Mexico cabinet department (source S5)
- **Funded by:** State general fund appropriations (source S3)
- **Led by:** Lancing Adams, Acting Cabinet Secretary (source S1)
- **Agency of record:** Not found (2022 advertising award not published) (source S6)
- **Bids through:** The department's own RFP page (source S6)
## Sources
- S1: Department Contacts (department directory) (New Mexico Tourism Department, read 2026-11-10)
- S2: About Us (New Mexico Tourism Department, read 2026-11-10)
- S3: 2026 General Appropriations Act, Tourism Department (41800) summary (recurring pp.2-7: agency total p.3, P549 by category p.6; nonrecurring p.8) (New Mexico Department of Finance and Administration, published 2026-03 (PDF created 2026-03-11))
- S4: New Mexico Tourism Department, FY28 Budget Request, presentation to the Legislative Finance Committee (agency at a glance p.2, marketing pp.6-9, Marketing Center of Excellence pp.19-21, FY28 requests pp.22-23) (New Mexico Tourism Department, published 2026-10-21)
- S5: NMSA 1978 ยง 9-15A-3, Department established (2025 compilation, with history) (Justia, published 2025)
- S6: Request for Proposals (current RFP page) (New Mexico Tourism Department, read 2026-11-10)
- S7: RFP 27-418-1003-00001-00, Brand and Data Asset Management Software Services, Amendment 01 (sequence of events p.10) (New Mexico Tourism Department, published 2026-08)
- S8: RFP 23-418-1003-00103-00, Advertising Agency (scope p.4, draft contract term p.37) (New Mexico Tourism Department, published 2022-09-28)
- S9: The Abbi Agency Chosen to Lead Public Relations and Influencer Marketing for New Mexico Tourism Department (Agility PR (Bulldog Reporter), published 2024-06-13)
- S10: New Mexico Tourism Rebounds From Last Year but Visitation Concentrated Among Higher Spenders (Clara Bates, The Santa Fe New Mexican) (Hotel-Online, published 2026-07-08)
- S11: Gov. Lujan Grisham appoints Jen Paul Schroer as Secretary for the Aging and Long-Term Services Department (Office of the Governor, published 2023-08-08)
- S12: Sunshine Portal contract search, agency Tourism Department (Talweg Creative rows) (State of New Mexico, read 2026-10-14 (from org-research/new-mexico-tourism-department/rfp-research.md))
- S13: Work (client list) (Talweg Creative, read 2026-10-14 (from org-research/new-mexico-tourism-department/rfp-research.md))
- S14: NMTD Pimentel Family Guitars (production notice) (New Mexico Film Office, published 2025)
- S15: FY26 Cooperative Marketing and Advertising Program Awards (New Mexico Tourism Department, published 2025)
- S16: New Mexico Tourism Department buyer profile (sole source 70-41800-26-CP399) (Starbridge, read 2026-10-14 (from org-research/new-mexico-tourism-department/rfp-research.md))
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