Gas prices don't slow return of enthusiastic tourists
Tourists are back.
The parking lot on top of Capulin Peak in northeastern New Mexico was crowded with tourists over the recent holiday weekend, and they all seemed thrilled to be able to pack up the kids and head for the mountains. License plates identified them as Coloradoans and New Mexicans, but the vast majority were Texans, bless them.
After nearly two dreary years of anemic tourism during the pandemic, we were ready to welcome visitors, but then in April and May 20 wildfires torched visitation along with trees. During previous bad fire years, especially the Cerro Grande fire in 2000, national publicity made it sound like the whole state was on fire.
We learned from that experience. The state Tourism Department, along with local communities, have been quick to tell the world that they can still enjoy New Mexico.
In June the department awarded $3.87 million for advertising to 41 local governments and organizations. Through a two-to-one match, the total investment by the department and grant recipients will be a record $5.8 million, up from $5 million last year.
Communities affected by wildfires, including Las Vegas and Ruidoso, were among the beneficiaries.
In June, a month after the McBride Fire was contained, the department and Ruidoso joined to spend $150,000 on promotion in the West Texas market. Trails might be closed, but “there is still such beauty to see here in Ruidoso,” said Ruidoso’s Director of Tourism Elizabeth Ritter.
The McBride Fire burned upwards of 6,000 acres, destroyed more than 200 homes and killed two residents. It was contained by early May. On June 24, the U. S. Forest Service reopened Lincoln National Forest, and the village proclaimed itself “open again for all summer activities!”
Meanwhile, KFDA in Amarillo told viewers that Red River, which draws 250,000 Texans a year, was not affected by the fires, and there was still plenty to do. Angel Fire and Taos have been sending the same messages.
Also on June 24, the Forest Service opened the Santa Fe, Cibola and Carson national forests, and the U.S. Park Service reopened Bandelier National Monument. On June 27, the state reopened the Manzano Mountains, Hyde Memorial, Cimarron Canyon, and Fenton Lake state parks, although Pecos Canyon is still closed. In the village of Pecos are signs everywhere thanking fire fighters.
Before fire season, the Tourism Department dared hope that this year could exceed 2019, but then gas prices shot up and we had a new worry. But what we saw on the road was, damn the gas prices, full speed ahead. It doesn’t hurt that cannabis is now legal.
There are still a few hitches. One hotel posted at its front desk that due to the labor shortage, nobody will get daily cleaning if they stay more than one night. Wait staff are stretched everywhere.
The internet also warns that New Mexico has the nation’s highest crime rate and the highest rate of car thefts.
And the roads could be better, although U. S. Highway 64 east of Raton was shiny and new. As we headed north to visit family, it seemed Colorado’s roads were worse than ours, which surprised me. I was not imagining things. Two studies say New Mexico’s roads are better.
Mission Financial Services, which reports on roads of interest to truckers, rated New Mexico in the middle; Colorado, Oklahoma and Texas fared worse. Arizona and Utah did better. For truck drivers, the quality of infrastructure “plays an essential role in the longevity of the rig and the driver’s safety,” the report said.
The Annual Highway Report from the Reason Foundation ranked New Mexico 27th in cost-effective highway systems. Colorado ranked 37th, and it’s a much smaller state.
We are not last in everything.
On the road, I silently told each carload of visitors: Enjoy New Mexico. Spend money.
This article originally appeared on Carlsbad Current-Argus: Gas prices don't slow return of enthusiastic tourists
