2026 Governor's Conference on Hospitality & Tourism

New Mexico’s premier conference for hospitality and tourism professionals. Two days of practical learning, industry connections, and fresh ideas in Las Cruces.

Event Details

June 24-25, 2026
Las Cruces Convention Center, 680 E University Ave, Las Cruces, NM 88001

Why Attend

This is New Mexico’s premier professional development event for hospitality and tourism professionals. You’ll leave with practical tools, new connections, and ideas you can use right away.

What to Expect

The 2026 New Mexico True Governor’s Conference on Hospitality and Tourism brings together leaders, operators, marketers, and destination partners from across the state. Over two full days in Las Cruces, attendees will hear from keynote speakers, join breakout sessions, and take part in conversations focused on the future of hospitality and tourism in New Mexico.

It’s where New Mexico’s hospitality and tourism community comes together to learn, connect, and look toward what’s next on the horizon.

Register Now Before Space Runs Out!

Your registration includes access to all conference sessions, keynote presentations, networking opportunities, and breakfast and lunch both days.

Member Regular: $349
Nonmember Regular: $449

Thank you to our 2026 Sponsors

Click here to see sponsorship opportunities for the 2026 Governor's Conference on Hospitality & Tourism

Register Now

Conference Agenda

The NMHA Governor’s Conference on Hospitality & Tourism, presented by New Mexico True, features three breakout tracks designed to inspire ideas, spark conversation, and explore the future of tourism and hospitality in New Mexico.

Whether you work in hospitality, destination marketing, tourism development, or community engagement, each track offers valuable insights and practical takeaways.

On the Horizon: Trends, Innovation, Technology, and the Future of Hospitality & Tourism

Explore the trends shaping the future of travel, tourism, and hospitality. Sessions focus on AI, workforce and economic trends, traveler behavior, innovation, and data-driven strategy.

Great for: Tourism leaders, destination organizations, hospitality professionals, marketers, and anyone focused on what’s next for the industry.

At the Heart of Hospitality: Culture, Community, Connection, and the Human Side of Tourism

Celebrate the people, places, and experiences that define New Mexico hospitality. Sessions explore cultural tourism, community connections, and visitor experience.

Great for: Hospitality professionals, cultural organizations, community leaders, tourism operators, and anyone passionate about creating meaningful visitor experiences.

Great for: Tourism leaders, destination organizations, hospitality professionals, marketers, and anyone focused on what’s next for the industry.

In the Sunshine: Marketing, Storytelling, Visibility, and Audience Engagement

Learn how destinations and businesses can strengthen visibility and connect with audience through creative storytelling, branding, and tourism marketing strategies.

Great for: Marketing professionals, destination organizations, attractions, communications teams, and tourism partners.

Wednesday, June 24, 2026

Location: Citizens Bank Meeting Rooms 1-3

Travel Trade Session

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Location: Meeting Rooms 4-6

Aura Points & Being Cringe: Social Confidence, Cultural Participation, and Embracing the Embarrassing

Explore why today’s most successful brands are moving away from overly polished marketing in favor of authenticity, personality, and genuine community connection. Attendees will learn how to evaluate whether their brand has the credibility, character, and cultural relevance to participate in conversations online while building stronger audience trust and engagement in an increasingly social-first world.

Presented by Allison West, Director Strategy and Brand Planning, Zartico

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Location: Meeting Rooms 7-10

The Mythology of Place: How to Find the Story Only Your Destination Can Tell

Learn how destinations can uncover and communicate the authentic stories that set them apart in a crowded tourism marketplace. Attendees will explore a practical framework for identifying the unique people, histories, landscapes, and defining moments that shape a destination’s identity and create meaningful connections with travelers seeking genuine experiences.

Presented by Dylan Thuras, Head of Creative & Storytelling, Odyssey Studios a Miles Partnership Company

Location: Citizens Bank Meeting Rooms 1-3

The Navigator - Trends Reshaping Travel

Explore the trends and innovations shaping the future of travel and what they mean for New Mexico’s tourism industry. This session highlights emerging shifts in experiential travel, sports tourism, AI, and media discovery while sharing practical insights and real-world examples to help destinations attract visitors, strengthen communities, and stay competitive in a rapidly evolving landscape.

Presented by Ryan Thompson, Senior Vice President, Miles Partnership

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Location: Meeting Rooms 4-6

Why Mocktails Build Community & the Decline of Drinking Culture

As more travelers seek inclusive and wellness-focused experiences, hospitality and tourism businesses have an opportunity to create spaces where connection and memorable experiences are not centered around alcohol. This session explores the growing demand for mocktails and alcohol-free options in restaurants, hotels, and tourism events, while sharing practical strategies for creating welcoming environments for mindful drinkers and embracing the rising trend of sober joy.

Presented by Annalyse Lucero, Licensed Therapist, 505 Family Therapy

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Location: Meeting Rooms 7-10

Stop Making Ads People Just Watch: Designing for Participation

In today’s tourism and hospitality landscape, the most impactful marketing ideas are not just seen, they’re experienced and shared. This session explores how to move beyond traditional campaigns by designing participation-driven creative strategies that turn audiences from passive viewers into active contributors, while providing practical tools for building ideas that create lasting engagement and measurable impact.

Presented by Jason Ntitti, Executive Creative Director, Sparkloft Media

Location: Exhibit Hall

Enjoy a full hour dedicated to connection, conversation, and community during the conference lunch experience. Rather than scheduling a formal session during this time, we intentionally created space for attendees to debrief on the morning’s breakout sessions, exchange ideas with colleagues from across New Mexico, and build authentic relationships with fellow tourism and hospitality professionals. Lunch also provides an opportunity to connect with our valued sponsors and exhibitors, explore new resources and partnerships, and continue the conversations shaping the future of New Mexico tourism.

Location: Citizens Bank Meeting Rooms 1-3

From Search to Conversation: How AI is Reshaping Tourism Discovery

As travelers increasingly use AI tools like ChatGPT and Perplexity to research destinations, tourism organizations must rethink how their content is discovered and shared online. This session explores how generative AI is reshaping tourism discovery and provides practical strategies to improve AI visibility through high-quality content, structured data, website optimization, and storytelling across earned, owned, and paid channels.

Presented by Constance Aguilar, Senior Strategist, The Abbi Agency

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Location: Meeting Rooms 4-6

Cultural Tourism 101: Working with New Mexico Tribes

Explore how hospitality and tourism professionals can create more authentic, culturally grounded visitor experiences that reflect the living presence, values, and diversity of Native communities in New Mexico. Attendees will gain practical strategies for strengthening cultural integrity, building meaningful community partnerships, and designing hospitality experiences rooted in respect, relationship, and responsible representation.

Presented by Deborah Torres & Elmer Torres, Founders and Owners, Passport To Pueblo Country

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Location: Meeting Rooms 7-10

The Exchange Effect: Smart Decision Partnerships with NMTD & Tourism Exchange

Discover how Tourism Exchange USA (TXUSA) and the New Mexico Tourism Department are helping destinations and tourism businesses connect directly with travelers and global trade buyers through a scalable booking and distribution platform. Attendees will learn how connected booking tools, website integrations, and real-time data insights can strengthen visibility, improve visitor engagement, and support tourism growth across New Mexico.

Presented by Kelly Blazosky, Director of Destination Partnerships, Tourism Exchange USA

Hosted by Las Cruces Convention Center

Join fellow hospitality and tourism professionals for an afternoon networking reception hosted at the Las Cruces Convention Center. Enjoy complimentary hors d'oeuvres, a cash bar, and the opportunity to connect with colleagues from across New Mexico.

Whether you're reconnecting with familiar faces or meeting new industry partners, this is the perfect opportunity to expand your network and share key takeaways from the first day of the conference.

Thursday, June 25, 2026

Location: Citizens Bank Meeting Rooms 1-3

Check-In to AI: A hospitality Professional's Practical Guide

As hospitality organizations face growing pressure to operate more efficiently, this session explores how AI tools like ChatGPT, Claude, and Gemini can support everyday hotel and tourism operations without requiring a technical background. Attendees will leave with practical AI strategies, ready-to-use prompt templates, and a step-by-step roadmap for improving guest communication, service recovery, staff engagement, and operational efficiency while protecting guest privacy.

Presented by Betsy Stringam, PhD, Professor, NMSU

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Location: Meeting Rooms 4-6

Beyond the Festival: Building a Tourism Organization That Serves Your Community

Festivals can be powerful tools for driving tourism, building community identity, and creating economic opportunity, but long-term success depends on aligning those events with year-round business and visitor engagement strategies. Using real-world examples from Red River, this session explores how chambers and tourism organizations can strategically connect festivals, marketing, workforce development, and member services to create lasting impact for their communities.

Presented by Naoma STaley, CEO, Red River Chamber of Commerce

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Location: Meeting Rooms 7-10

The Great Fragmentation: Winning the Dark Social Travel Community When the Audience has Scattered

As travelers increasingly rely on private group chats, online communities, and trusted peer recommendations to plan trips, tourism and hospitality brands must rethink how they build connection and trust. This session explores how destinations can move beyond traditional advertising by creating authentic, community-driven engagement strategies that foster belonging, inspire advocacy, and help brands show up where travel decisions are really being made.

Presented by Renata Tilkian, VP of Client Services, Sparkloft Media

Location: Citizens Bank Meeting Rooms 1-3

The New Mexico Advantage: Data the Defines Your Competitive Edge

Explore New Mexico’s tourism performance using comprehensive geolocation and visitor spending data to uncover trends, audience behaviors, and opportunities shaping the state’s tourism economy. Attendees will gain practical insights to support strategic planning, marketing decisions, advocacy efforts, and regional tourism growth while learning how New Mexico compares to national and regional benchmarks.

Presented by Katie Stadius, Senior Director of Client Services, Zartico

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Location: Meeting Rooms 4-6

The Hidden Barriers Holding Your Workforce Back (and How to Solve Them)

Employee retention in the hospitality industry is often impacted by hidden barriers such as language access, limited digital skills, and financial instability that can affect both workforce performance and long-term business success. Attendees will learn practical strategies and partnership models that support employee growth, improve retention, and build stronger, more resilient hospitality teams.

Presented by Leticia Bernal, Executive Director, La Fonda Foundation

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Location: Meeting Rooms 7-10

Transforming Community Events into Tourism Drivers

Community events have the potential to become powerful tourism drivers when paired with the right strategy, partnerships, and audience development efforts. Attendees will learn how to work with local organizations and stakeholders to grow small-scale events into destination experiences that attract visitors, strengthen community identity, and generate greater economic impact.

Presented by Liz Vega, Event Manager, Visit Las Cruces

Location: Exhibit Hall

Enjoy a full hour dedicated to connection, conversation, and community during the conference lunch experience. Rather than scheduling a formal session during this time, we intentionally created space for attendees to debrief on the morning’s breakout sessions, exchange ideas with colleagues from across New Mexico, and build authentic relationships with fellow tourism and hospitality professionals. Lunch also provides an opportunity to connect with our valued sponsors and exhibitors, explore new resources and partnerships, and continue the conversations shaping the future of New Mexico tourism.

Location: Citizens Bank Meeting Rooms 1-3

Tourism as Economic Development: Building Communities Through Visitor Investment

Tourism is more than a visitor industry. It is a powerful economic development tool that supports local businesses, workforce growth, infrastructure investment, and community vitality. This session explores how tourism and economic development strategies can work together to strengthen local economies, attract investment, and create long-term opportunities for communities across New Mexico.

Presented by Davin Lopez, President & CEO, Mesilla Valley Economic Development Alliance

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Location: Meeting Rooms 4-6

The Community Front Porch: Public Spaces as Tourism Destinations

Tourism today is driven by connection, experience, and a strong sense of place, making public spaces powerful assets for attracting and engaging visitors. This session explores how parks, libraries, museums, and civic gathering spaces can enhance visitor experiences, strengthen local economies, and create vibrant destinations through strategic collaboration, placemaking, and community-centered programming.

Presented by Sonya Delgado, Assistant City Manager, City of Las Cruces

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Location: Meeting Rooms 7-10

Influencer Pitches: Sorting the Gold from the Glitter

As influencer marketing continues to grow in tourism and hospitality, organizations must know how to identify partnerships that deliver real value and authentic audience engagement. This session provides practical strategies for evaluating influencer pitches, spotting red flags, negotiating clear deliverables, and building creator collaborations that drive visitation, bookings, and meaningful brand connection.

Presented by Caitlin Krantz & Amy Tischler, Co-CEOs, Simply Social Media

Location: Exhibit Hall

Location: Citizens Bank Meeting Rooms 1-3

Tourism as Economic Development: Building Communities Through Visitor Investment

Tourism is more than a visitor industry. It is a powerful economic development tool that supports local businesses, workforce growth, infrastructure investment, and community vitality. This session explores how tourism and economic development strategies can work together to strengthen local economies, attract investment, and create long-term opportunities for communities across New Mexico.

Presented by Davin Lopez, President & CEO, Mesilla Valley Economic Development Alliance

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Location: Meeting Rooms 4-6

The Community Front Porch: Public Spaces as Tourism Destinations

Tourism today is driven by connection, experience, and a strong sense of place, making public spaces powerful assets for attracting and engaging visitors. This session explores how parks, libraries, museums, and civic gathering spaces can enhance visitor experiences, strengthen local economies, and create vibrant destinations through strategic collaboration, placemaking, and community-centered programming.

Presented by Sonya Delgado, Assistant City Manager, City of Las Cruces

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Location: Meeting Rooms 7-10

Influencer Pitches: Sorting the Gold from the Glitter

As influencer marketing continues to grow in tourism and hospitality, organizations must know how to identify partnerships that deliver real value and authentic audience engagement. This session provides practical strategies for evaluating influencer pitches, spotting red flags, negotiating clear deliverables, and building creator collaborations that drive visitation, bookings, and meaningful brand connection.

Presented by Caitlin Krantz & Amy Tischler, Co-CEOs, Simply Social Media

See You in Las Cruces!

This year’s conference heads to southern New Mexico, where wide-open landscapes, rich culture, and a strong hospitality community create the perfect setting for this statewide gathering.

Conference Venue: Las Cruces Convention Center | 680 E University Ave, Las Cruces, NM 88001

Conference Hotel Block:

1. Courtyard by Marriott Las Cruces at NMSU
$129 per night | June 23-June 26 | Book before June 9
Click Here to Book

2. Holiday Inn Express & Suites Las Cruces North
$129 per night | June 23-June 26 | Book before June 9
Click Here to Book

3 Great Ways to Connect, Explore, & Enjoy Las Cruces

1. Networking Reception
4:00 PM – 5:30 PM
Las Cruces Convention Center

Join fellow hospitality and tourism professionals for an afternoon networking reception hosted at the Las Cruces Convention Center. Enjoy complimentary hors d'oeuvres, a cash bar, and the opportunity to connect with colleagues from across New Mexico.

2. Las Cruces Downtown Live
5:30 PM | Hosted by Visit Las Cruces

Ready to continue the evening? Visit Las Cruces has created a unique downtown experience just for conference attendees.

Explore three popular downtown destinations, enjoy complimentary appetizers at each stop, and put your skills to the test in a friendly pinball tournament at RAD Arcade.

3. Dine Around Las Cruces

Prefer to explore on your own?

Visit Las Cruces has partnered with five local restaurants to offer special benefits exclusively for Governor's Conference attendees. Simply show your conference badge and enjoy exclusive offers while experiencing some of the city's best dining destinations.

Room Block Information Courtyard by Marriott Las Cruces at NMSU for 129.00 USD per night.

Last Day to Book: June 9, 2026

Book Now

Room Block Information Holiday Inn Express & Suites Las Cruces North for 129.00 USD per night.

Last Day to Book: June 9, 2026

Book Now