New Mexico True tourism flourishes on Instagram

SANTA FE (KRQE) – The state of New Mexico is walloping some of its Southwestern neighbors on an important social media site when it comes to tourism.

On Instagram, you can find pictures of a skier tearing it up on the slopes, a crisp night sky or a picture of a mouth-watering green chile cheeseburger fresh off the grill. Those are just three snapshots of more than 30,000 images on Instagram tied to the hashtag “New Mexico True.”

The New Mexico Tourism Department released a video showcasing the variety of images shared on Instagram with the New Mexico True hashtag.

The New Mexico True campaign launched more than two years ago. Along with its slogan “Adventure that Feeds the Soul,” it has become successful both in state and out of state. Social media is one reason.

“Social media plays a huge role in promoting tourism,” said Rebecca Latham, cabinet secretary and head of the New Mexico Tourism Department.

“People that are vacationing in New Mexico, they want to share that, they want to share those experiences because that’s a trend now, really what you’ve done, not what you have,” she said.

On Instagram, New Mexico photos are flourishing.

“We’re seeing more people share images of New Mexico than our neighbors,” said Latham.

Texas, Colorado and Arizona both trail in their respective tourism hashtags on Instagram.

“When you’re sharing your true moments, from cuisine to adventure to landscapes, we’d love you to share with the hashtag ‘New Mexico True,'” Latham said.

“The New Mexico True campaign has been going on for about 2.5 years, and we’ve seen two years of record-breaking growth since then,” she added.

“I think the message of true, the word true meaning authentic and real, it just resonates with New Mexicans, and there’s just so much pride and passion that we feel about our state being authentic and offering authentic experiences that can be found nowhere else,” Latham said.

The New Mexico Tourism Department is hoping to have 50,000 images on Instagram by the end of 2015. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Users who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others. If you see an inappropriate comment, please flag it for our moderators to review.

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