New Mexico’s outdoor recreation sector made significant economic strides in 2023, generating $3.2 billion and recording a remarkable 33% growth compared to $2.4 billion in 2022.
However, despite this progress, the state still ranked only 26th nationally in terms of outdoor recreation’s contribution to its economy, falling behind many of its Western neighbors like Montana, Wyoming, and Utah, which consistently perform in the top 10, according to data from Headwater Economics according to an article by The Santa Fe New Mexican.
“I would say we’re just out of the blocks compared to the big boys who have been doing it for a while,” remarked Jim Glover, co-founder of EndeavOR and a consultant to communities seeking to develop their outdoor recreation sectors.
His statement reflects the broader sentiment within New Mexico’s outdoor recreation community: while the state has made progress, substantial work remains to realize its full potential.
Since the establishment of the state’s Outdoor Recreation Division under the Economic Development Department in 2019, New Mexico has focused on enhancing its outdoor offerings, marketing, and infrastructure.
Advocates highlight the state’s natural beauty, appealing climate, and abundance of publicly owned lands that draw enthusiasts for activities like hiking, biking, snow sports, and boating. However, basic amenities like signage and restrooms are often lacking, and stakeholders are increasingly concerned about the long-term sustainability of these attractions.
At the 2023 Outdoor Economics Conference in Las Cruces, sustainability emerged as a central topic. “How are we making sure there’s an awareness of that?” asked Lizzy Portillo, Santa Fe’s outdoor recreation specialist. She emphasized the importance of preventing the overuse of trails, campsites, and other attractions as outdoor tourism grows.
The sector’s recent gains are noteworthy. A Bureau of Economic Analysis report highlighted a 6.6% increase in the gross domestic product attributed to outdoor recreation in 2023, the largest jump nationwide.
The report also noted that over 29,000 jobs in New Mexico were tied to outdoor recreation, including 1,000 new positions. State programs like Trails+ and the Outdoor Equity Fund have been instrumental in driving this growth, funding projects across 30 counties and 11 tribes to improve trails, infrastructure, and access for underserved communities.
“The new data shows that outdoor recreation is vital to New Mexico’s economy and the well-being of our communities,” said Rob Black, Cabinet secretary-designate of the New Mexico Economic Development Department.
“This is especially true in our rural areas where it creates jobs, boosts local economies, and enhances health and wellness,” Rob added.
These initiatives have been compared to New Mexico’s efforts in the early 2000s to develop its film industry, which grew from $40 million annually to over $740 million in direct production spending by fiscal year 2024.
Jim Glover sees a similar potential trajectory for outdoor recreation but notes a critical missing piece: a cultural shift among New Mexico’s youth to view outdoor recreation as a viable career path.
Programs like the outdoor recreation mentoring initiative at Aztec High School aim to address this gap. The program pairs students with outdoor businesses, offering hands-on experience that could lead to lucrative careers, such as electric bike maintenance, which can pay up to $75 an hour.
“Why be in a 10-by-10 cubicle when you can be in 34 million acres?” Glover asked, envisioning a future where young entrepreneurs drive the growth of the state’s outdoor recreation economy.
This underscores the critical intersection of outdoor recreation with economic growth, community wellness, and environmental stewardship. As New Mexico continues to invest in this sector, it has the opportunity to not only boost its economy but also set an example for sustainable and inclusive outdoor tourism that aligns with the broader goals of the outdoor recreation community nationwide.