Gov. Susana Martinez says tourism is on the rise in New Mexico.
At a press conference Monday, Martinez reported 31.2 million people visited the state in 2011, a 4.7 increase over 2010. And the number of people who were making the state their primary destination was up 12.4 percent.
The survey from Longwoods International says travelers spent $5.5 billion, generating $1.2 billion in state revenue.
The increase comes as the state recently launched a national advertising campaign in hopes of better competing with neighbors Colorado and Arizona. While it is too soon to know what impact that is having, Tourism Secretary Monique Jacobson says she is excited to see a change in momentum. From 2009 to 2010, visitor numbers were flat, and there was a small decrease in overnight visitors.
Copyright 2012 The Associated Press.