Board of Directors


Steven Rose, Chair

Taos Ski Valley

Steven is the Director of Residential Planning at Taos Ski Valley, focused on The Blake Residences, the next phase of the Taos Ski Valley renaissance. Formerly the Director of Hospitality, Steven came to New Mexico in 2014 principally to lead the opening of the LEED Silver Certified hotel, The Blake at Taos Ski Valley as well as oversee Food and Beverage, Guest Services and Transportation operations. Steven, a leader in the hotel and resort industry since 1987, has worked in luxury city center hotels and mountain, beach and golf resorts. Steven has been active in community organizations including board positions in community associations, planning and zoning and other volunteer organizations.

Christine Robertson, Vice Chair / Treasurer

Fort Marcy

Christine is the Executive Director of Hospitality at Fort Marcy. She has 20+ years of experience in hospitality sales, marketing and management in Resort locations in Rhode Island, Colorado and New Mexico. Currently Christine sits on the Sales Advisory Board for HSMAI (Hospitality Sales & Marketing Assn Intl), Member Solutions Advisory Board for NTA (Natl Tour Assn) and is a member of the Enchanted Circle Marketing Coop team.

Erica Asmus-Otero, Secretary

InPress, LLC

Erica Asmus-Otero is the founder and Chief Executive Office of InPress, LLC a Public Relations and Integrated Media Marketing firm focusing on, among other areas, the tourism sector. Erica began her career as an anchor and reporter in Texas and in Albuquerque. She then transitioned to public relations where she served as the Public Information Officer for the New Mexico State Parks Division and Communications Director for the Behavioral Health Collaborative of the HSD. Erica has received numerous awards including the NMHA Top Hat “Most Innovative Campaign” and NM Public Relations Society of America “Best of Show”. Erica serves as a member of the New Mexico Tourism Department’s Central Regional Marketing Board, the Sandoval County Lodger’s Tax Board, and the Sandoval County Tourism Alliance.

Tania Armenta, Immediate Past Chair

Visit Albuquerque

Tania Armenta is the President & CEO of Visit Albuquerque and has been with the organization for 18 years. She is a forward-thinking and proven leader known for building partnerships to reach goals as well as developing strong and talented teams. She serves on several other local and national boards including the U.S. Travel Association’s Destinations Council and Ski New Mexico. Tania was recently named one of Smart Meetings 2016 Smart Women in Meetings award recipients.


Karina Armijo

Town of Taos

Karina is a tourism and marketing professional with 25 years of marketing, design, and website development experience in the arts, culture, and outdoor tourism industries, highlighted by four years currently directing government tourism marketing programs and overseeing the staff and operations of the regional Visitor Center in Taos, New Mexico. She serves as Chair of the Enchanted Circle Marketing Cooperative and the NM Department of Tourism North Central Region Marketing Board.

Jordan Guenther


Jordan is the Director of Marketing for TOURISM Santa Fe. Prior to joining the City of Santa Fe, Jordan served as the Director of Brand Marketing & Advertising for the State Tourism Department and was an instrumental part in building the New Mexico True brand for 5+ years. Following his departure from the State, he served as the Director of Marketing at the Indian Pueblo Cultural Center, spearheading strategic marketing and sales campaigns to drive visitation and increase gains in revenue, market share, and profit margins. Jordan also serves as a member on the New Mexico Tourism Department’s North Central Marketing Board and Ski New Mexico.

Parin Kumar

Ambience Hospitality

Being part of the hospitality industry since her teen years, Parin Kumar has enjoyed success in all aspects of hotel management. Her focus and drive have given her insights and experience in the industry that earned her high-level franchise awards. Parin is a Certified Hotel Owner and is an active member of AAHOA. She has a proven track record of successful hotel operations with national brands such as; Hilton, IHG, Wyndham, and Best Western. With her vast knowledge and experience she now serves as Chief Operations Officer of Ambience Hospitality, with 11 properties currently and two in the pipeline.

Rochelle Miller-Hernandez

Visit Las Cruces

Rochelle Miller-Hernandez is the Interim Executive Director of Visit Las Cruces and has been with the organization for nearly 12 years. In addition to NMHA, she currently serves as Chair of the New Mexico Tourism Department Southwest Region Marketing Board and is a member of the NMSU Hotel Restaurant Tourism Management Program Advisory Board. Other accomplishments include recognition as MPI-New Mexico Chapter Member of the Year for her leadership on the Communications Committee as well as other industry contributions, and completion of the ABA Certified Travel Industry Specialist certification. Rochelle is considered a leader in the industry and has strong partnerships with members and stakeholders in the hospitality profession.

Tonya Stinson

Farmington Convention & Visitors Bureau

Tonya Stinson is the Executive Director of the Farmington Convention & Visitors Bureau where she has worked since 2000. Tonya is a member of several tourism related organizations and serves as Chair of the New Mexico Hospitality Association as well as being the City of Farmington and San Juan County endorsed liaison to the New Mexico Film Office. In 2015, she was appointed to the Governor’s Council on Film and Media Industries.

Amber Thompson

Fairfield Inn by Marriott

Amber was born and raised in Belen, New Mexico and received her Bachelor’s degree in Hotel, Restaurant and Tourism Management. Amber started from the bottom and worked her way up to her current role as General Manager of Fairfield Inn by Marriott. Amber currently sits on the New Mexico Hospitality Associations Government Affairs Committee and is on the Carlsbad Tourism Board. Amber loves the hospitality industry and has a passion for all things tourism and hospitality.