New Mexico True Helps T-or-C Share Its Story

Truth or Consequences is drawing on the statewide New Mexico True campaign as it works with Sunny 505 to promote the community and invite more visitors to discover what the area has to offer.

Created by the New Mexico Tourism Department, New Mexico True is both a tourism campaign and a certification program celebrating the state’s culture, people, landscapes and locally made products.

Launched nearly 15 years ago, the initiative promotes travel from neighboring regions and beyond by highlighting experiences ranging from arts and culture to outdoor recreation. It also seeks to counter outdated stereotypes by showing the variety and character found across New Mexico.

The campaign reaches potential travelers through digital advertising, video and locally rooted storytelling. It also encourages New Mexicans to explore their own state, supporting staycations and spending at local businesses.

According to New Mexico True, the statewide campaign influenced nearly 1.2 million trips in 2025, generating $2.3 billion in visitor spending and $169 million in state and local tax revenue.

For communities such as Truth or Consequences, that regional visibility can help introduce travelers to distinctive local attractions while strengthening the shops, restaurants, lodging properties, artists and other small businesses that benefit from visitor spending.

New Mexico True increasingly features homegrown production companies, musicians and actors, helping its promotional work reflect the people and places it represents. By pairing that statewide message with local marketing efforts, Truth or Consequences can share an authentic community story with travelers looking for a uniquely New Mexican experience.