New Mexico Tourism Department welcomed an estimated 337,498 travelers from all 50 states and 108 countries in 2025.
In 2025, all visitors used one of the four information centers of the Tourism Department, with approximately 4% being international travelers, primarily from Arizona and Canada.
Data from NMTD visitor information centers highlights that California, Texas, and Oklahoma are significant domestic markets, while Mexico, Germany, the UK, and France lead internationally.
Acting Cabinet Secretary Lancing Adams notes that both domestic and international travelers show considerable interest in New Mexico’s leisure travel experiences.
“Knowing that folks from around the country and across the globe stopped by one of our visitor information centers in 2025 demonstrates that travelers are keen to learn more about the leisure travel experiences offered here in the Land of Enchantment, no matter the reason for their travel,” he said.
In 2025, the Manuelito visitor information center near the Arizona border was the most popular of the four NMTD centers, attracting over 61,000 visitors.
The Glenrio visitor information center near the Texas border received over 47,000 visitors, while the Lordsburg center had an estimated 3,000, and the Santa Fe center welcomed just over 6,000 visitors.
“For many visitors who travel by vehicle, our state-operated visitor information centers are the first touchpoint these folks receive from the state,” said Marketing and Fulfillment Coordinator Toby Martinez.
“We’re very grateful of the friendly and hardworking customer services representatives who staff our visitor information centers to ensure that every traveler who crosses into the Land of Enchantment receives a great first impression.” he added.
NMTD has improved its visitor information centers by adding interactive kiosks for travelers to explore local attractions and create itineraries.
Additionally, the Lordsburg visitor information center underwent a comprehensive renovation, featuring enhancements in landscaping, paint, lighting, storage, display units, and restrooms.