New Mexico attracts international travelers amid nationwide drop

SANTA FE — As federal policy changes and global economic conditions created headwinds for tourism across the U.S., New Mexico outperformed the national average in several key tourism performance indicators in 2025.

New Mexico welcomed roughly 10,000 more international visitors to the state in 2025 compared to 2024, representing an increase of 1.1%, according to Tourism Economics, a leading travel research firm. The year-over-year increase of international visitation to New Mexico occurred as U.S. observed a 5.5% decline in international visits, according to data from the U.S. Travel Association. Overall, an estimated 760,000 international travelers visited New Mexico in 2025.

“The country as a whole faced a number of challenges to tourism growth in 2025, but New Mexico was able to defy the national trend thanks to informed marketing strategy and dynamic partnerships,” said Acting Tourism Secretary Lancing Adams. “We will continue to position New Mexico as a welcoming and worthy destination for leisure travel, which is what travelers across the globe are seeking in 2026.”

New Mexico also outpaced the national average for post-pandemic tourism recovery. According to U.S. Travel Association data, domestic travel since 2019 has grown nationally by 3%, while New Mexico saw 9% growth over the same period. The U.S. witnessed a 14% decline from 2019 in international travel, while the same sector l grew by 12% in New Mexico.

New Mexico welcomed 41.6 million visitors in 2025, generating an estimated $8.8 billion in direct visitor spending.

The report also reveals that visitor spending on food and beverage, retail and recreation grew between 2024 and 2025, indicating that travelers to New Mexico continue to prioritize spending on outdoor recreation and cuisine.

Click here to view the full 2025 Economic Impact Report.