About Us

Our Mission

To promote Las Cruces, New Mexico as a year-round premier Southern New Mexico destination for travelers, businesses, organizations, groups and those looking to put down roots. We are dedicated to communicating the authentic, rugged spirit of Las Cruces to visitors. 

Our Vision

For travelers to experience the rugged beauty, diverse culture, abundant attractions, and neighborly charm that Las Cruces and its surrounding region have to offer.

We Believe

• Las Cruces has something to offer everyone, with a welcoming hand and smile.
• Unlike cities with all the fast-paced hustle and bustle, Las Cruces is a place where you can take your time and liberate your inner explorer.
• In Las Cruces, casual conversations spur genuine connections with down-to-earth people, inciting a desire within visitors to return to Las Cruces.
• Visit Las Cruces embodies the neighborly spirit of our city by kindly accommodating visitors with comprehensive knowledge and resources.
• Visit Las Cruces improves the quality of life in Las Cruces by uplifting our community by generating positive economic growth from tourism capital, partnering with local events, recreation and business, and streamlining access to resources and information about Las Cruces.

Awards and Recognition

2025

• The Best Places to Live and Work as a Movie Maker, Moviemaker.com
• ​Best Places to Live in the Southwest, ExtraSpace.com

2024

• 10 Affordable Place to Live in the Southwest in 2024, RedFin.com
• ​9 New Year’s Eve Drops You Have to See to Believe, Chile Drop
• ​Best Cities for Singles #34 Las Cruces, NM, Wallethub.com
• Best Places To Retire In 2024, Forbes
• The 50 Best Places to Live in the U.S., Money.com
• The Best Places to Live and Work as a Moviemaker, MovieMaker.com
• Best-Performing Cities 2024: Focus on Sustainable Growth and Resilience #79, MilkenInstitute.org​
• White Sands National Park” 17 Famous American Landmarks Everyone Should Visit, MSN.co
• ​2024: “Las Cruces Scenic Outlook Rest Area” Exit 135, I-10 Eastbound The Country’s Most Impressive Rest Stop if Hiding Right Here is NM, MSN.com
• ​2024: “Organ Mountains-Desert Peaks National Monument” 12 Lesser-Known U.S. National Monuments Worth Visiting, MSN.com

2023

• Best-Performing Cities 2023: Focus on Sustainable Growth and Resilience #121, MilkenInstitute.org
• Golfweek's Best Courses You Can Play 2023: New Mexico No. 2 Red Hawk Golf Course, Las Cruces, NM, Golfweek.usatoday.com
• ​Happiest Cities in America #103, Happiest Cities in New Mexico #1, WalletHub.com
• 9 Most Underrated Cities in New Mexico, WorldAtlas.com
• Top 10 Best Places to Live and Work as a MovieMaker, MovieMaker.com
• 11 Best Ale Trails in the U.S., Seeker
• Top 15 Best Cites in the Country to Raise a Family, Scholaroo.com
• New Mexico State University’s Animation Program Top 25 in Nation, Top 10 Regionally, No. 1 in State, Animation Career Review. NMSU.