Discover a new part of the Land of Enchantment– that is the message of a new campaign announced by Airbnb and the New Mexico Department of Tourism to support local travel around the state. As communities reopen and work to build back from the impacts of the COVID-19 pandemic, the campaign encourages state residents to explore New Mexico’s six diverse regions– the Northwest, North Central, Northeast, Central, Southwest and Southeast– and support the small businesses and communities that rely on tourism.
Whether travelers are looking to explore the state’s iconic landscapes, indulge in its signature cuisine, or discover more about New Mexico’s rich cultural heritage, the targeted social media and email campaign will feature a curated list of nearby stays and experiences to help travelers plan their future trip to New Mexico.
“New Mexico is able to again open its doors for visitors at a time when travel is beginning to pick back up. Creative partnerships in the travel planning and booking space will allow us to reignite demand and inspire prospective travelers to choose New Mexico for their next vacation,” said Tourism Secretary Jen Paul Schroer. “This partnership with Airbnb is a great opportunity to rebuild awareness of New Mexico as a premier destination for leisure travel in a manner that is inclusive of every region of our state.”
The campaign to promote the Land of Enchantment taps into emerging local, family and rural travel trends. According to Airbnb survey data*, 56 percent of US travelers prefer a domestic or local destination versus just 21% who want to visit someplace international and farther away. This summer, the most popular type of travel is families traveling to remote destinations. Airbnb’s 2021 Report on Travel & Living found family travel** represents 31 percent of overall nights booked in the US this summer. This great escape to rural areas is a trend we’re seeing across all groups and locations. In 2015, rural travel accounted for less than 10 percent of nights booked globally on Airbnb, and in 2021, it now accounts for 28 percent of nights booked in the US.
“Many communities are working to rebuild tourism and Airbnb wants to be a partner in those efforts, including here in New Mexico,” said Toral Patel, Airbnb Policy Manager for New Mexico. “The Discover the Land of Enchantment campaign will support the state’s economic recovery and help travelers get reacquainted with the places that make New Mexico unique.”
The partnership with the New Mexico Department of Tourism is part of Airbnb’s work with destination marketing organizations, governments and nonprofits to support local economic recovery. To date, Airbnb has secured more than 100 partnerships and collaborations spanning more than two dozen countries to help communities harness the economic benefits of travel for residents and small businesses.
Promoting safe and responsible travel
In addition to highlighting local stays and attractions, the campaign will promote New Mexico’s Safe Promise which encourages travelers to follow COVID-Safe Practices (CSPs). Certain public health requirements may still be in place and the New Mexico Department of Tourism reminds prospective travelers to review these guidelines if planning a trip to the state. More information here: https://www.newmexico.org/covid-19-traveler-information/
Businesses across New Mexico are working hard to provide safe and enjoyable experiences that put the community’s health first. Travelers can look for New Mexico Safe Certified restaurants, shops, and other tourism businesses that have completed training in industry-specific COVID-safe practices.
*Based on findings derived from public opinion research of US adults conducted in late December 2020.
**“Family travel” on Airbnb is defined as any reservation that includes an infant or a child, so the actual extent of family travel described in this post and in the Airbnb Report on Travel & Living may be underestimated.