2026 TRENDS Conference

Grow Your Business and Destination with Marketing and Research Intelligence

New Mexico Hospitality & Tourism TRENDS Conference and Annual Meeting

TRENDS is New Mexico Hospitality Association’s signature conference for hospitality and tourism leaders who want to stay informed, connected, and prepared for what’s next.

Held annually in Santa Fe, TRENDS brings together industry professionals from across the state for a full day of insight, strategy, and connection. The conference combines NMHA’s Annual Meeting with timely education and policy-focused conversations that directly impact New Mexico’s hospitality and tourism economy.

Attendees will gain an early look at the upcoming Legislative Session, including an update on NMHA’s policy priorities and advocacy agenda, and hear directly from industry and policy experts about the issues shaping the future of hospitality in New Mexico.

TRENDS also features engaging breakout sessions that dive into travel trends, economic forecasts, marketing insights, and industry predictions. These sessions are designed to provide practical takeaways and strategic perspective to help your business or organization adapt, compete, and grow in a rapidly changing environment.

Whether you’re focused on strengthening your operation today or planning for the long term, TRENDS delivers the knowledge, connections, and context you need to succeed.

Join fellow hospitality and tourism leaders at TRENDS and be part of the conversation shaping the future of New Mexico’s visitor economy.

Event Information

Tuesday, January 27, 2026
10:30 AM - 4:30 PM

Santa Fe Convention Center
201 W Marcy St,
Santa Fe, NM 87501

Who Should Attend?

TRENDS attracts professionals responsible for shaping strategy, budgets, and marketing direction across the state’s travel industry, including:

C-level executives and business owners
Destination marketing organization (DMO) leaders
General Managers
Directors of Marketing
Directors of Sales
Industry partners, suppliers, and statewide stakeholders

Thank You to 2026 Sponsors

Interested in being a sponsor? Click here to learn more

Room Block Information

NMHA has reserved a discounted room block at La Fonda on the Plaza for TRENDS attendees.

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AGENDA AT A GLANCE

10:30 AM - 11:00 AM
Welcome & Annual Meeting

11:15 AM - 12:15 PM
First Breakout Session

12:30 PM - 2:00 PM
Lunch & Keynote Presentation

2:15 PM- 3:15 PM
Second Breakout Session

3:30 PM - 4:30 PM
Third Breakout Session

TRENDS Schedule & Program

Location: Coronado

Join RMI for an inside look at how international travel trade is driving tourism growth in New Mexico. We’ll explore the latest data from the RMI TRIP Report™ on statewide visitation, reveal where travelers are booking, and highlight the economic impact of visitor spending in local communities. The session features a dynamic panel with leading destination organizations sharing real-world insights and strategies to help you maximize international tourism’s return for your destination.

Speakers: Mathias Jung and Kim Snape, RMI; Holly Marquez, New Mexico Tourism Department; David Carr, Tourism Santa Fe; Brenna Moore, Visit Albuquerque; Albert Herrera, Visit Las Cruces; Matt Robinson, Visit Gallup

Location: Peralta

The 30-day legislative session moves fast, and decisions made in a short window can have long-term impacts on hospitality and tourism across New Mexico. This session will highlight emerging priorities and policy trends to watch during this year's legislative session. Attendees will gain insider context on where conversations are heading, what proposals could surface, and how the industry can stay informed, prepared, and proactive as the legislative landscape takes shape.

Speaker: Jason Weaks, NMHA Contract Lobbyist

Location: Ballroom F

Aran Ryan is Director of Industry Studies at Tourism Economics, a leading research firm that combines travel industry expertise with economic analysis to inform marketing, investment, and policy decisions. With more than 25 years of consulting experience, Aran helps destinations and tourism leaders understand industry trends, forecast demand, and plan for what’s ahead.

Speaker: Aran Ryan, Director of Industry Studies, Tourism Economics

Location: Coronado

A stable workforce is the foundation of a strong tourism economy. This breakout session highlights a modern, worker-centered approach to stabilizing, advancing, and creating long-term economic prosperity for New Mexico’s tourism and hospitality workforce. Leaders from La Fonda Foundation, NM Workforce Solutions, and NM Higher Education will share how coordinated investments in education, workforce systems, and wraparound supports help workers move beyond survival toward career growth, financial security, and economic mobility—while strengthening employers and the broader tourism industry.

Speakers: Jen Paul Schroer, JJS Associates (moderator); Jenny Kimball, La Fonda Foundation; Leticia Bernal, La Fonda Foundation; Marcos Martinez, Deputy Secretary of NM Department ofWorkforce Solutions; Dené Shelton, NM Higher Education Department

Location: Coronado

In today's digital-first environment, events compete for attention across search engines, websites, email, and social media. A truly successful event must be easy to find, engaging to explore, and consistently visible where travelers and locals are looking.

This session will walk event organizers through three practical ways to elevate their online presence and increase event attendance. Learn how to optimize your event for search and emerging AI tools, use consumer marketing tactics to build awareness and intent, and leverage social media to stay relevant in crowded feeds. Attendees will leave with actionable best practices they can apply immediately, regardless of budget or team size.

Speaker: Marisol Lucero, New Mexico Tourism Department

Location: Peralta

As the Route 66 Centennial approaches, New Mexico is uniquely positioned to lead one of the hottest travel trends of 2026. This forward-looking session focuses on how communities and businesses can prepare now to capture visitor interest during and after the Centennial year. Hear from local businesses already activating Route 66 storytelling and experiences, alongside the New Mexico Tourism Department, as they share strategies, statewide plans, and ways tourism partners can plug in to drive traffic on and off the Route.

Speakers: Acting Secretary Lancing Adams, New Mexico Tourism Department; Sharman Dharas, Hotel Zazz; Erin Fogarty, Precept Wine & Spirits