DISCOVER Route 66 is one of New Mexico Tourism’s campaign themes for 2000 which will be promoted at World TravelMarket.
It marks the 75th anniversary of the route that opened up the west and is a main feature of New Mexico’s attractions.
The state has also enjoyed greater flydrive focus from the UK market since the start of British Airways’ services to neighbouring Phoenix in Arizona and Denver in Colorado.
Traditionally, New Mexico has formed part of more ambitious itineraries from California but the alternative gateways present a stronger incentive for tour operators to feature the destination in its own right.
New Mexico Tourism’s international sales manager Sharon Maloof and vice-president sales Eddie Smithson are hoping to get this message across at WTM, helped by delegates from Albuquerque, Santa Fe and New Mexico South.
Along with the campaign next year will be another entitled ‘New Mexico is Hot, Hot, Hot!’ The theme is ‘Discover spicy old and new New Mexico – hot food; hot fun’.
To gain more exposure the state is planning an educational for spring 2000. Maloof said: “New Mexico’s approach to UK promotion is working well and gaining the visitor numbers we had projected.
“This figure has increased by 10% annually to date for 1999 and we expect a similar rate next year.” Actual numbers were not disclosed.