The New Mexico Tourism Department is developing a new division within the Department dedicated to helping develop the state as a leader and visionary of eco-conscience travel in the United States.

The mission of the new division, led by Deputy Secretary Jen Hoffman, is to brand, market and develop the state as a leading ecotourism destina­tion, allowing it to be a major play­er in the fastest growing market in the tourism industry.

“Ecotourism is a nature-based form of specialty travel defined as ‘responsible travel’ to natural areas that conserves the environ­ment and improves the well-being of the local community,” Hoffman said. “New Mexico is a natu­ral stage for ecotourism with its grand vistas, vibrant cultures and beautiful wilderness areas.”

Hoffman said ecotourism offers an authentic and engaging experi­ence to travelers who want an off-the-beaten path adventure that connects them with natural beau­ty and indigenous traditions. For many travelers, it provides a rewarding, hands-on opportunity to give-back to local communities.

“It is our vision that the State of New Mexico be a premier model and destination for ecotourism and conservation initiatives,” Hoffman added.

For more information contact Deputy Secretary Jen Hoffman, jennifer.hoffman@state.nm.us or 505-827-6674