Presented by New Mexico True and hosted by the New Mexico Hospitality Association (NMHA), TRENDS brings hospitality and tourism professionals together to explore recent industry data, discuss legislative priorities, and build connections that support their businesses and communities.

This year, TRENDS takes place the day after Tourism Day at the Legislature on January 19. Scheduling these events together strengthens our industry’s presence in Santa Fe and creates more opportunities to coordinate advocacy efforts and communicate the importance of hospitality and tourism to New Mexico’s economy.

At TRENDS, we’ll build on those conversations with a focused look at the business outlook and policy decisions shaping the year ahead.

What We Will Explore

• Recent data and the 2027 outlook: Examine visitor spending, travel patterns, and hospitality performance to understand where the industry stands and what those trends could mean for your business or destination.

• Priorities for the legislative session: Discuss NMHA’s policy priorities and advocacy agenda for 2027, including opportunities to engage with legislators and the new administration.

• A stronger industry voice: Consider how businesses, destinations, and industry partners can work together to bring local concerns into statewide policy conversations.

• NMHA’s Annual Meeting: Hear association updates, connect with fellow members, and learn how to take an active role in the year ahead.

Whether you represent a lodging property, destination marketing organization, attraction, tourism business, or industry supplier, TRENDS offers information and connections to help you plan with greater confidence.

Join us for two days of connection and advocacy: Tourism Day on January 19 and TRENDS on January 20.

Wednesday, January 20, 2027
10:00 AM - 4:00 PM

La Fonda on the Plaza
100 E San Francisco St., Santa Fe, NM 87501

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