New Mexico Magazine
New Mexico Magazine is the flagship publication of the New Mexico Tourism Department, a state agency headquartered in Santa Fe that promotes New Mexico tourism through newmexico.org, a print magazine, a Route 66 mobile application, the Tourism Exchange USA booking platform, and the NM True Certified operator program. The agency serves travelers, tourism operators, and the state of New Mexico.
- Company typePublic
- Founded1923
- HeadquartersSanta Fe, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What New Mexico Magazine does
New Mexico Magazine is the flagship publication of the New Mexico Tourism Department (NMTD), a state government agency headquartered in Santa Fe, New Mexico, with the magazine dating to 1923. NMTD operates the official state tourism portal at newmexico.org, the print New Mexico Magazine, a Route 66 mobile application, the Tourism Exchange USA booking platform, and the NM True Certified quality program for in-state tourism operators. The agency's mission is to promote New Mexico as a travel destination to domestic and international visitors, communicating through the #NewMexicoTrue brand identity that has been in market since 2014.
The technology and content stack centers on Simpleview CRM for digital experience and visitor data, plus integration with third-party commerce and analytics platforms. The NM True Certified program, which marks its 10-year anniversary in 2026, has become a recognized standard across New Mexico hospitality operators holding the certification. The Route 66 Mobile Application provides curated route content and trip planning functionality, while Tourism Exchange USA adds a direct booking layer for in-state experiences. The agency is currently coordinating New Mexico's participation in the 2026 Route 66 Centennial, a once-in-a-generation marketing catalyst.
The business model is state-funded through legislative appropriations rather than commercial revenue, with operations budget typical of a mid-sized state tourism agency. There is no equity fundraising, no venture capital, and no acquisition activity; the agency operates as a permanent state entity. Revenue-side products (advertising in the magazine, booking commissions on Tourism Exchange USA) are incremental and not material to the operating budget. Customer concentration risk is structurally low because funding flows from state appropriations rather than commercial clients.
New Mexico Magazine firmographics
Firmographics- Name
- New Mexico Magazine
- Legal name
- New Mexico Tourism Department
- Website
- https://newmexico.org
- Company type
- Public
- Founded year
- 1923
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- New Mexico Magazine is the flagship publication of the New Mexico Tourism Department, a state agency headquartered in Santa Fe that promotes New Mexico tourism through newmexico.org, a print magazine, a Route 66 mobile application, the Tourism Exchange USA booking platform, and the NM True Certified operator program. The agency serves travelers, tourism operators, and the state of New Mexico.
- Ownership category
- akta.pro rank
New Mexico Magazine industry classification
Industry- Product category
- Travel Media and Tourism Promotion
- NAICS
- Newspaper, Periodical, Book, and Directory Publishers (5131), Advertising, Public Relations, and Related Services (5418), Tour Operators (561520)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721), Miscellaneous Publishing (2741), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Travel & Outdoors Magazines (MPAJAEAH)
- akta.pro secondary industry
- Arts, Culture & Literary Magazines (MPAJAEAN)
Keywords
Where New Mexico Magazine is headquartered
LocationHeadquarters
- HQ city
- Santa Fe
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
New Mexico Magazine business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Others
Revenue model
- Tourism Revenue Generation: The New Mexico Tourism Department operates as a state government agency focused on growing New Mexico's economy through tourism. The department manages grant programs including TEGS and Destination Forward, and generates revenue through increased tourism spending across the state.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
New Mexico Magazine product offering
Product offeringCore offering
New Mexico Magazine is a media company that publishes travel content covering events, culture, road trips, arts, cuisine, and environment across New Mexico. The publication operates as part of the New Mexico Tourism Department's multi-platform tourism promotion ecosystem, including the New Mexico Magazine lifestyle publication, the True Adventure Guide travel guide, the NM True Certified product certification program, and supporting digital tools such as a Route 66 mobile application, interactive map explorer, and centralized booking platform.
Product overview
New Mexico Magazine and the New Mexico Tourism Department operate a multi-platform tourism promotion ecosystem consisting of the New Mexico Magazine publication (covering travel, cuisine, culture, and community), the True Adventure Guide travel publication, the New Mexico True Certified product certification program celebrating its 10th anniversary, the New Mexico Route 66 Mobile Application with location-based features, the Tourism Exchange USA booking platform, Map Explorer interactive mapping tool, E-Newsletter subscription service, and Virtual Tours for destination exploration. These offerings work together to promote tourism across all New Mexico regions including Northwest, North Central, Northeast, Central, Southwest, and Southeast.
Differentiator
Problem solved
Functional benefit
Brands
- New Mexico True Certified: Certification program for locally crafted products grown and produced in New Mexico, celebrating its 10th anniversary from 2016 to 2026
- New Mexico Magazine
- NM True Brand
Products and services
- New Mexico Magazine Lifestyle magazine featuring New Mexico travel destinations, local cuisine, culture, and community stories including Route 66 photo contests and culinary features, targeted at readers and travelers interested in New Mexico.
- True Adventure Guide Official travel guide publication for New Mexico covering attractions, events, cuisine, and outdoor adventures across all six regions of the state, available for consumer order.
- New Mexico True Certified Certification program for locally crafted products grown and produced in New Mexico, covering jewelry, food, beverages, art, clothing, and personal care items across more than 100 partner businesses. Celebrates 10th anniversary from 2016 to 2026.
- New Mexico Route 66 Mobile Application Mobile application for Route 66 exploration that collects location data to enable proximity-based and location-based messages about nearby attractions for travelers on historic Route 66.
- Tourism Exchange USA Centralized booking and reservation platform through which all travel bookings are completed for accommodations, tours, and experiences across New Mexico.
- Map Explorer Interactive mapping tool for exploring New Mexico destinations, attractions, and travel routes across all regions of the state.
- E-Newsletter Subscription Digital newsletter subscription service delivering fresh vacation ideas, events, and travel updates to subscribers interested in New Mexico.
- Virtual Tours Immersive virtual tour experiences for destinations such as Corrales, allowing remote exploration of New Mexico locations prior to or in lieu of physical travel.
Companies that use New Mexico Magazine
Customer profileSegments3 records
Ideal customer profiles3 records
New Mexico Magazine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature2 records
New Mexico Magazine partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- SimpleviewcoreWebsite development and CRM platform provider powering NewMexico.org and related tourism digital infrastructure
- NM True Certified PartnerscoreOver 100 local businesses certified under the NM True Certified program offering authentic New Mexico products including jewelry, food, beverages, art, clothing, and personal care items. Partners featured in the 2026 Summer Gift Guide celebrating 10 years of the program.
- Route 66 Centennial Coordination GroupflagshipIntergovernmental coordination group including Arizona, California, Illinois, Kansas, Missouri, New Mexico, Oklahoma, and Texas states, plus federal partners including Department of Tourism, Department of Transportation, Department of Cultural Affairs, Department of Economic Development, and Environment Department to commemorate Route 66's 100th anniversary in 2026
- New Mexico State AgenciescorePartnership with various state agencies including Environment Department, Public Education Department, Department of Information Technology, and Department of Transportation for workforce and tourism development initiatives
- Tourism Commission MemberscoreAdvisory commission including hospitality industry leaders from La Fonda on the Plaza, Heritage Hotels & Resorts, Visit Albuquerque, and regional tourism organizations guiding tourism strategy
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
New Mexico Magazine competitors and assessment
Company assessmentDirect peers
- AFAR: Travel media brand with magazine, digital, and experiential content focused on authentic destinations — closely aligned with NMTD's authentic-local-experiences positioning and an active media partner.
- Visit Florida: Florida's official state tourism marketing corporation with multi-channel content, partnerships, and promotional campaigns; comparable structure as a state-funded destination marketing organization.
- Travel Oregon: Oregon's state tourism agency with similar integrated content marketing, partner programs, and editorial storytelling focused on outdoor, cultural, and culinary experiences — comparable scope and target audience to NMTD.
- Visit California: California's state destination marketing organization with an integrated magazine (Visit California Magazine), digital platforms, partner programs, and award-winning campaigns — structurally the closest analog to NMTD as a state-level tourism promotion entity with content publishing.
- Visit Colorado: Colorado Tourism Office is a comparable state-level destination marketing organization with overlapping outdoor-adventure, cultural, and scenic-byway content — strong peer for benchmarking scope and channel mix.
- Condé Nast Traveler: Major travel publication repeatedly citing New Mexico destinations; comparable editorial product to New Mexico Magazine and a key driver of NMTD's 2026 best-of recognition.
- Travel + Leisure: National travel publication covering destinations, cuisine, and culture — directly comparable editorial format to New Mexico Magazine and a media partner cited in NMTD's earned-media coverage.
Broad incumbents
- Lonely Planet: Long-established global travel publishing brand covering destinations including New Mexico — adjacent incumbent in the destination-content category where NMTD's magazine competes for attention.
- Tourism New Zealand: National tourism board operating at greater scale with similar integrated magazine-style content, destination storytelling, and partner networks — useful comparison for editorial branding and campaign architecture even though geography differs.
Others
- Simpleview: CRM, website, and digital marketing platform provider specifically built for destination marketing organizations and a current NMTD technology partner — adjacent enabling company rather than direct competitor, but shapes the operational envelope of any DMO peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
New Mexico Magazine social profiles
Digital presenceNew Mexico Magazine financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Mexico Magazine leadership team
Management profileNumber of profiles
New Mexico Magazine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Mexico Magazine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Mexico Magazine
What does New Mexico Magazine do?
New Mexico Magazine is a media company that publishes travel content covering events, culture, road trips, arts, cuisine, and environment across New Mexico. The publication operates as part of the New Mexico Tourism Department's multi-platform tourism promotion ecosystem, including the New Mexico Magazine lifestyle publication, the True Adventure Guide travel guide, the NM True Certified product certification program, and supporting digital tools such as a Route 66 mobile application, interactive map explorer, and centralized booking platform.
Is New Mexico Magazine a public or private company?
New Mexico Magazine is a public company. It is classified as state government owned and is currently operating.
When was New Mexico Magazine founded?
New Mexico Magazine was founded in 1923. It employs 11 to 50 people.
Where is New Mexico Magazine based?
New Mexico Magazine is headquartered in Santa Fe, United States, in the North America region.
How does New Mexico Magazine make money?
One revenue line is on record: tourism Revenue Generation.
Who are New Mexico Magazine's main competitors?
Direct peers on record are AFAR, Visit Florida, Travel Oregon, Visit California, Visit Colorado, Condé Nast Traveler and Travel + Leisure. Broad incumbents are Lonely Planet and Tourism New Zealand. Simpleview is listed as an others.
Does New Mexico Magazine have an API?
No public API is recorded for New Mexico Magazine.
What industry is New Mexico Magazine in?
New Mexico Magazine's product category is Travel Media and Tourism Promotion. Its primary akta.pro industry code is MPAJAEAH, Travel & Outdoors Magazines, with a secondary code of MPAJAEAN, Arts, Culture & Literary Magazines. Its NAICS code is 5131 and its SIC code is 2721.