ALBUQUERQUE, N.M.—Visit Albuquerque hosted and supported 210 meetings, conventions, and sports events during fiscal year 2026, welcoming more than 295,000 attendees and generating approximately 163,000 hotel room nights and $83 million in estimated direct spending.
The results were presented Sept. 22 at Visit Albuquerque’s 2026 Annual Meeting at the Albuquerque Convention Center, which brought together more than 500 hospitality and tourism professionals, organization partners, elected officials, and community leaders. The meeting also outlined five strategic priorities for fiscal year 2027.
“The travel and tourism industry is one of Albuquerque’s most effective economic development strategies,” says Tania Armenta, president and CEO of Visit Albuquerque. “Visitor spending supports businesses and jobs throughout our community, but tourism’s impact reaches far beyond the numbers. It helps us preserve and share our culture, enhances quality of life for residents, and strengthens Albuquerque as a place to visit, live, work, and invest.”
The organization’s sales team and Albuquerque Sports Commission booked 217 future events during FY26, representing an estimated $87 million in future direct spending.
Marketing campaigns influenced an estimated 322,000 trips from key markets and $143 million in direct visitor spending, resulting in a reported $29:$1 return on advertising spend.
Visit Albuquerque’s media relations efforts generated 480 stories, 4.6 billion earned impressions, and $44 million in estimated publicity value. Travel trade initiatives also expanded the city’s presence in domestic and international itineraries, with overnight stays offered by tour operators serving Germany, Austria, Switzerland, the United Kingdom, and Ireland increasing 38%.
The Route 66 Centennial was a major focus of the organization’s marketing efforts. Visit Albuquerque expanded content on Route66ABQ.com and promoted the city’s 18-mile stretch of Route 66 through advertising, media relations, social media, travel trade outreach, and partnerships.
The campaign also highlighted new visitor experiences, including Route 66 Remixed, an 18-mile outdoor public art project featuring 19 installations by 20 local artists, and the Route 66 Crossroads Information Station. Route 66-related media efforts generated 95 articles, more than 1.8 billion impressions, and more than $13 million in estimated publicity value, according to Visit Albuquerque.
For FY27, Visit Albuquerque plans to strengthen Albuquerque’s brand, expand leisure travel marketing, grow meetings, conventions, and sports business, enhance the visitor experience, and pursue renewal of the Albuquerque Tourism Marketing District.
The organization also provided an update on the Downtown Albuquerque & Visitor Economy Catalytic Project Feasibility Study, commissioned by Visit Albuquerque to identify potential projects that could increase downtown vibrancy, improve the visitor experience, and attract more citywide meetings and leisure travelers.
“The road ahead holds tremendous opportunity, and our priorities give us a clear direction for turning that opportunity into measurable results,” says Mindy Jensen, vice president of sales and marketing for Legacy Development & Management and incoming chair of the Visit Albuquerque Board of Directors. “That work will require continued collaboration among our hospitality community, local businesses, civic leaders, and residents, because the visitor experience belongs to all of us.”
The meeting also recognized outgoing board chair Ben Abruzzo for his two years of service and welcomed four new board members. The event additionally honored Meeting and Event Heroes whose advocacy and local leadership helped bring significant events to Albuquerque, including the American Society of Radiologic Technologists’ 2026 Educational Symposium and Annual Governance and House of Delegates Meeting, the 2026 USA BMX Spring Nationals, and several events scheduled for 2027.
“We know the direction, we have strong partners, and we have every reason to believe in what Albuquerque can become,” Abruzzo says. “Together, we can keep driving success on the road ahead.”
