Driving through downtown Silver City, or heading over to City of Rocks State Park, the Gila Cliff Dwellings, or the Catwalk Recreation Center, you’ll see an abundance of out-of-state license plates. And the reason is two-fold – interest in small mountain towns post-pandemic is rising and the year-round tourism marketing of the region is working.

Tourism in Silver City and Grant County, New Mexico, has been experiencing a significant boom in recent years, driven by several key factors that make it increasingly attractive to a diverse range of visitors. The region's appeal has been growing due to its natural beauty, unique cultural experiences, and efforts to promote sustainable tourism and outdoor recreation. Here are several reasons and the key messaging that is used in the area’s tourism marketing.

1. Escape to the Outdoors: Natural Beauty and Adventure
The COVID-19 pandemic triggered a surge in interest in outdoor activities, and regions like Silver City and Grant County, which offer vast expanses of natural beauty and less crowded spaces, have seen an influx of tourists seeking an escape. Silver City’s location near wilderness areas makes it an ideal base for those looking to immerse themselves in the outdoors.

2. Growing Popularity of Eco-Tourism and Sustainable Travel
There has been a growing interest in eco-tourism and sustainable travel, and Silver City and Grant County are positioned well to capitalize on this trend. With an emphasis on preserving the environment, local communities, and cultural heritage, the area attracts visitors who are looking to minimize their environmental footprint while enjoying authentic travel experiences.

3. The Rise of the Arts Scene and Cultural Events
Another reason for the growth in tourism is the vibrant arts and culture scene that has flourished in Silver City. The town has become a haven for artists, musicians, and performers who are drawn to its creative energy and stunning surroundings. There is so much happening where people can engage with local artists, attend art openings, and experience the creative pulse of the town. The town’s artistic appeal has also led to the development of “art retreats” and workshops, where visitors can spend extended periods in Silver City honing their skills in painting, pottery, photography, and more. These immersive experiences attract tourists who are interested in cultural enrichment and have helped establish the area as a destination for creative travelers.

4. Increased Awareness of Historical and Heritage Sites
Silver City and Grant County are home to a wealth of historical landmarks, from the historic mining district in Silver City to the ancient cliff dwellings at the Gila Cliff Dwellings National Monument. Forst Bayard National Historic Landmark, which encompasses one of the two national cemeteries in New Mexico, has regular tours of one of the houses from ca. 1910. As more people seek to understand the history and culture of the American Southwest, these sites have gained prominence as key tourist attractions. The resurgence in interest in the Wild West, including the stories of outlaws like Billy the Kid and Geronimo, has further boosted tourism in the area. Guided tours, educational programs, and heritage festivals are all contributing to a deepening appreciation for the area’s historical significance.

5. Rising Popularity of Rural and Off-the-Beaten-Path Destinations
As tourists increasingly seek quieter, less tourist-heavy destinations, Silver City and Grant County have become prime examples of off-the-beaten-path locations that offer unique experiences without the crowds. The charm of a small, welcoming community surrounded by wide-open spaces has become more appealing, particularly for those looking to escape the hustle and bustle of urban life. It has become a place where visitors can not only explore nature but also support local businesses, experience the region’s culinary offerings, and stay in boutique accommodations, such as historic inns, guesthouses, and eco-lodges.
Since 2019, there has been a coordinated and consistent marketing campaign by the Town of Silver City and Grant County, working in tandem with the State of New Mexico’s Tourism Department. Each year cooperative tourism marketing grant funds are applied for and received. Those funds pay for 66.66% of the advertising that targets out-of-state visitors, primarily in the Tucson and El Paso areas. In Fiscal Year 2024, the two entities qualified for more than $210,000 in advertising at a cost of only $63,000. That funding is supplemented with a $250,000 advertising budget by the Town and a $50,000 advertising budget by the County.

Local residents should understand that they likely won’t see any of the advertising that is being done unless they are outside of the area. All advertising efforts are designed to reach people in the Albuquerque, Las Cruces, El Paso and Tucson markets. Additionally, our public relations, social media, and electronic newsletters are sent out to national audiences.

The Silver City/Grant County annual marketing plan includes:
• One side of the Tucson Electric Railcar in downtown Tucson is wrapped in a billboard featuring prominent Silver City images and calls to action for six months.
• An annual digital billboard is live year-round at the Tucson airport.
• A six-month digital billboard campaign runs for six months inside the El Paso airport.
• An annual managed search campaign includes serving up ads to people online searching for outdoor adventures, cultural travel, history, southwestern New Mexico trips, hiking, and dozens of other phrases.
• A 12-week billboard campaign runs in Albuquerque in late spring and early summer.
• Full-page ads showcasing Silver City and Grant County run in two Tucson lifestyle magazines.
• An annual full-page ad in the New Mexico True Adventure Guide is distributed throughout New Mexico, Texas, and Colorado and lives online at NewMexico.org.
• Weekly posting on the various Silver City social sites – Facebook has more than 23,000 followers, and Instagram has nearly 6,300 followers.
• In New Mexico Magazine, full-page ads are run, as well as ongoing advertorials.
• Food & Travel featured a two-page spread and editorial content.
• Adventures Outdoor Magazine featured a full-page spread and editorial content.
• There is an I-10 billboard campaign between Tucson and Silver City.
• A six-month programmatic digital and streaming TV campaign runs in spring, summer, and fall.
• There is a year-round social media ad campaign on Facebook, Instagram, and YouTube.
• The Albuquerque Journal features Silver City in its summer and winter guides.
• Albuquerque’s The Paper has a road trippin’ winter guide which features Silver City
• There is a 12-week billboard campaign in El Paso.
• A fall video/photo shoot was held in the Grant County/Silver City area to gather new assets that can be used in all advertising.
• A bi-monthly newsletter is produced that is sent to an opt-in audience of more than 6,000 subscriber.
• News stories are written and placed nationally every month.
• Instagram Influencers are hosted quarterly, which leads to organic posts and shares.
• A two-month television advertising campaign was developed and is placed in Tucson and El Paso when the temperatures began to soar.
• Quarterly 1/3-page ads in Cornell University’s Living Bird magazine an a 1/3-page ad in the American Birding Association’s travel issue are placed each year.
• The VisitSilverCity.org website is in the process of being redesigned to make it more user friendly and easier to navigate.

In fiscal year 2024, which ended on June 30th, lodgers’ tax (the tax paid by visitors when they stay in short-term lodging) was up by 4%, after seeing a record 12.42% increase in fiscal year 2023. Similar trends were seen in Grant County.

As 2025 is almost upon us, the Silver City and Grant County tourism marketing teams are continuing to look for innovative ways to keep moving the needle in a positive direction.