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

2024

• 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

2023

• Best-Performing Cities 2023: Focus on Sustainable Growth and Resilience #121, MilkenInstitute.org
• ​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

2022

• Andele’s Dog House #43, Top 100 Dog-Friendly Restaurants in the U.S., Yelp
• White Sands National Park Named The 21 Most Underrated, Crowd-Free National Parks in America, InsideHook.com
• 12 New Year’s Eve Destinations That Drop Something Besides a Ball, Fodor's Travel
• White Sands National Park Named One of America’s Favorite Natural Landmarks, AquaExpeditions.com
• Top Things To Do in the USA, White Sands National Park, Lonely Planet
• Best Places to Live in New Mexico, Niche.com
• Top 20 Best-Run Cities in America, WalletHub
• Best Places to Camp: Top 10 in the U.S., Sierra Vista Campground, Las Cruces, NM, The Dyrt
• New Mexico State University Best Colleges for National Universities, U.S. News & World Report
• New Mexico State University’s Animation Program Top 25 in Nation, Top 10 Regionally, No. 1 in State, Animation Career Review
• Bronze Bike Friendly Community, BikeLeague.com
• New Mexico State University America’s Top Colleges, Forbes

2021

• Bronze Bike Friendly Community, BikeLeague.com
• New Mexico State University America’s Top Colleges, Forbes
• Top 100 Colleges and Universities for Hispanics, The Hispanic Outlook on Education