Tania Armenta has dedicated more than 26 years to Visit Albuquerque, serving as president and CEO for the past nine years. In this role, Armenta promotes Albuquerque as a competitive and world-class destination for leisure travel, meetings, conventions, and sports events. Meetings, conventions, and events contribute, on average, more than $84 million to the city’s economy each year, she says.
Here, Armenta shares the role of meetings and events in Visit Albuquerque’s new 10-year Destination Master Plan.
What makes Albuquerque a great destination for meetings and events?
Authentic, vibrant, and unlike any other, Albuquerque is a welcoming Southwest destination with stunning landscapes, more than 310 days of annual sunshine, and four distinct seasons, each with a mild climate. Centuries of culture, history, and unique geographical settings provide one-of-a-kind experiences that cannot be replicated anywhere else. Our award-winning service ensures meetings—whether 10 attendees or 10,000—will receive the same top-notch hospitality for which we are famous. Convenient transportation options and connectivity make it easy for visitors to reach and navigate the city.
What are the main goals of Visit Albuquerque’s 10-year Destination Master Plan?
The 10-year Destination Master Plan (DMP) represents a collective vision for Albuquerque’s future as a premier destination, built on extensive research, stakeholder engagement, and industry expertise. The DMP outlines key priorities guiding efforts over the next decade: destination development, events and festivals, downtown development and activation, infrastructure and transportation, workforce development, and venues and facilities.
How does Visit Albuquerque’s DMP target opportunities in meetings and events?
The DMP places a strong emphasis on enhancing Albuquerque’s appeal as a premier destination for meetings and events in several areas:
Downtown development and activation: Support the continued revitalization of downtown Albuquerque to create a vibrant and attractive urban core as a focal point for tourism and economic growth. The continued revitalization of downtown will create a vibrant hub with dining, entertainment, and cultural attractions, offering attendees a dynamic and engaging environment.
Advocating for venue enhancements: Take a central role in advocating for new, expanded, and upgraded visitor-facing venues, amenities, and facilities in Albuquerque. Upgrading and expanding facilities will ensure we can accommodate a wide range of events, from small meetings to large conventions, meeting the diverse needs of event organizers.
Developing new products: Support the creation of new attractions and experiences to amplify the city’s distinctive culture and natural beauty and offer a more immersive and engaging experience for meeting and event attendees.
Improving connectivity: Collaborate with transportation partners to connect Albuquerque neighborhoods for better resident and visitor accessibility. Enhancing transportation options and connectivity will make it easier for attendees to access venues and explore the city, improving their overall experience.
These initiatives are designed to attract a wider array of meetings and events, thereby increasing economic impact and enhancing Albuquerque’s reputation in the meetings industry.
What tourism opportunities outlined in Visit Albuquerque’s DMP would interest meeting and event groups?
Albuquerque is already home to bucket-list adventures and cultural opportunities that cannot be replicated elsewhere. Visitors can soar above the city in the “Hot Air Ballooning Capital of the World,” travel back in time at Petroglyph National Monument, stroll along Central Avenue under the vintage neon glow of Route 66, or take a ride on North America’s longest tram, the Sandia Peak Aerial Tramway.
The DMP highlights several tourism opportunities that will enhance the experience for meeting and event groups:
Culinary tourism: Albuquerque’s burgeoning culinary scene, craft breweries, and notable wineries offer unique dining experiences that can be integrated into event itineraries.
Cultural tourism: The city’s rich cultural heritage, including Indigenous history and a vibrant arts community, provides authentic experiences for attendees.
Outdoor recreation: With its favorable climate and diverse landscapes, Albuquerque offers numerous outdoor activities, from hiking and biking to kayaking and rock climbing. Hot-air balloon operators offer rides year-round and during the renowned Albuquerque International Balloon Fiesta.
Route 66: The historic Route 66 runs through Albuquerque, offering nostalgic and unique attractions. With the centennial in 2026, attendees can take advantage of a myriad of programming and immersive events celebrating 100 years of Route 66 in Albuquerque.
How does the DMP celebrate Albuquerque’s Indigenous heritage?
The city has established itself as a top destination for those seeking authentic cultural experiences. Meeting planners can easily incorporate distinctive touches into their events, giving attendees an opportunity to savor traditional New Mexican cuisine with its famous red and green chile, discover New Mexico’s 19 Native American Pueblos at the Indian Pueblo Cultural Center, learn more about the enduring impact of Hispanic cultures at the National Hispanic Cultural Center, witness a heart-pounding flamenco performance, or visit one of the city’s many museums.
The DMP includes objectives for elevating existing products, such as Indigenous experiences, culinary programming, and outdoor recreation, to generate demand and attract niche market segments. Albuquerque’s strong relationship with the Indian Pueblo Cultural Center (IPCC) has laid the groundwork for immersive Indigenous experiences that authentically represent the Native American communities of New Mexico. To further enhance and promote these unique cultural offerings, continued collaboration with the IPCC and intentional inclusion of each of the 19 Native American Pueblos of New Mexico are essential.
In addition to the numerous cultural events and notions that have been developed, there is significant potential to further enhance and promote these unique cultural offerings, particularly in the realm of Indigenous cultural experiences.
