JULY 2025 MARKETING REPORT |
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SANTA FE IS # 1!!!
Of course, we’ve all known for years that our dear city is #1, however, how wonderful it is to have it validated by the readers of Travel + Leisure Magazine. We should all be so proud that Santa Fe has been named the top city destination in the entire country in the most recent annual survey, the magazine’s 30th anniversary of asking their travel-savvy readers for their honest feedback. And this ranking makes us the 19th most popular city destination in the entire world!
What else can be said except THANK YOU to all of the people who voted for Santa Fe and thank you to all the businesses who offer the outstanding product and service that keeps Santa Fe such a sought-after destination.
We are building a very strong marketing campaign around this recognition and hope that it will be able to offset some of the negativism in our economy and ongoing concerns that are hurting the travel industry. Reference this toolkit for instructions on how to add Santa Fe's great honor to your websites and help us spread the word. In addition to a special logo, we’re creating fun swag, video content, posters, and more, all of which will be available to you and your guests. Send along any ideas related to ways you think we ought to celebrate this wonderful news!
Also, a quick reminder that the application for marketing grants through the Occupancy Tax Advisory Board (OTAB) opened July 1 and closes Sept 19. Click here for more information.
Randy Randall Executive Director
TOURISM Santa Fe (505) 955-6209
rrandall@santafenm.gov |
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[SPREAD THE WORD] Download the T+L World's Best Awards Promotional Toolkit |
[LEARN MORE & APPLY] Occupancy Tax Advisory Board (OTAB) Event Grants |
To assist our established, new or expanding, non-profit events, the Occupancy Tax Advisory Board (OTAB) has begun accepting grant applications for marketing funding in FY26. The purpose of the OTAB funding program is to support marketing efforts to directly increase tourism through new, multi-year events or the expansion of existing multi-year events.
The application period will close on September 19, 2025 at 5 pm MT, with any required presentations on October 9 or 10th. Applicants can request up to $40,000 in year one, matched by the organization, and the dollars must be used to market the event to an audience beyond a 100-mile radius from Santa Fe. |
[SHOW YOUR SUPPORT] Vote Daily for Santa Fe Wine & Chile Fiesta in USA Today 10Best Awards |
Santa Fe Wine & Chile Fiesta would love your support in the USA Today 10Best Readers' Choice Awards! The event is currently ranked #4 of 20 in the Best Wine Festival category. Don’t forget to set a reminder on your calendar to vote every day until the polls close on Monday, July 21, at noon ET. Every vote counts, and your support is appreciated. |
[JOIN THE CELEBRATION] Santa Fe Art Week,
July 9-20 |
Join us for Santa Fe Art Week! The 21st annual International Folk Art Market kicked off the week with a community celebration and artist welcome and runs through July 13. Don't miss the Art Santa Fe opening on July 11 at the Santa Fe Community Convention Center. Enjoy dozens of other art experiences and events, openings, art talks, and workshops through Sunday, July 20. For a complete schedule of events, visit santafe.org/art week.
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Community Convention Center Event Dates (no hotels) August 1, 2025 - January 31, 2026 |
Hotels (including SFCCC) August 1, 2025 - January 31, 2026 |
SANTAFE.ORG PERFORMANCE METRICS |
June 2025 Performance Metrics |
- Total Sessions: 417,922 (74.22% increase Y/Y)
- New Users: 343,445 (84.92% increase Y/Y)
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Average Engagement Time: 0:29 (45.28% decrease Y/Y)
- Average Pages Per Session: 1.63 (31.22% decrease Y/Y
- Session Conversion Rate: 5.65% (47.54% decrease Y/Y)
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CONSUMER NEWSLETTER PERFORMANCE METRICS |
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| Santa Fe Scoop, our monthly consumer awareness newsletter distributed the third Wednesday of each month, informs and inspires potential visitors with current happenings, must-see events, national/international accolades, blogs, deals & specials, and more! July Scoop on Art Markets, Chamber Music & More!
Send Date: 6/18/25 Subscribers: 91,583 Number Opened: 12,174
Open Rate: 13.3% CTR: 1.8% |
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The monthly Santa Fe Marketplace newsletter is distributed the fourth Wednesday of each month to our consumer database, and highlights seasonal Santa Fe vendor’s products and categories promoted and sold through the Santa Fe Marketplace.
Embrace Summer with Santa Fe-made Goods Send Date: 6/25/25 Subscribers: 19,706 Number Opened: 2,417 Open Rate: 12.3%
CTR: 2.2% |
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SOCIAL MEDIA PERFORMANCE METRICS
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June 2025 Performance Metrics
In June, social media channels experienced some unexpected increases and decreases. Facebook had a large engagement bump, which was mainly due to a sharp decrease last month. YouTube and Pinterest had decreases, along with Instagram. The number for Instagram shows that many of the collaborative posts with influencers throughout the month may have performed lower than expected, and by-and-large, those videos get less traction than organic “owned” content. And TikTok kept up its nice growth as a still relatively new platform, with carousel posts oddly far outperforming any videos for the month.
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Don't forget to add #TheCityDifferent to your postsǃ |
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- Total Page Followers: 100,770 (0.54% increase M/M)
- Engagement: 18,058 (227.85% increase M/M)
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Followers: 67,909 (1.02% increase M/M)
- Engagement: 22,085 (4.49 % decrease M/M)
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Top Performing Post - Interactions: 1,417
- Reach: 14,403
“Summer in Santa Fe is iconic.While planning your trip, it’s easy to get caught up focusing on creating a stellar itinerary (if you need help
with that, reach out). But don’t forget to plan for the essentials in this video.
#thecitydifferent #visitsantafe #visitsantafenm
#travelbucketlist”
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- Followers: 1,164 (33.03 % increase M/M)
- Engagement: 32,656 (63.32% increase M/M)
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| Top Performing Post: -
Views: 17,556
- Interactions: 995
“With so many world-class events happening in July, it can be hard to know which ones to attend. Check out these, and all other “must do” July events at www.SantaFe.org/blog/post/July-events/”
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- Followers: 3,263 (0.03% increase M/M)
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Impressions: 5,775 (22.35% decrease M/M
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- Subscribers: 1,560 (4.35% increase M/M)
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Views: 16,900 (15.12% decrease M/M)
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June 2025 Performance Metrics Sessions: 18,639 (7.01% decrease M/M) Average Engagement Time Per Session: 1:40 (2.04% increase M/M)
June 2025 Blog Posts
July is Festival Season in The City Different Updated: June 11, 2025
Views: 2,128 6 Santa Fe Sculpture Gardens Published: June 12, 2025 Views: 82
Strike a Yoga Pose While in Santa Fe Updated: June 13, 2025
Views: 33 10 Must-See August Events in The City Different Updated: June 23, 2025 Views: 288
101st Anniversary: Burn Zozobra and our 2025 Gloom! Updated: June 23, 2025
Views: 50 10+ Events You Can’t Miss in Santa Fe this September Updated: June 24, 2025 Views: 412
10 Top Spots on the Santa Fe Margarita Trail Updated: June 24, 2025
Views: 80 6 Ways to Spend Your Labor Day in The City Different Updated: June 25, 2024 Views: 42
25 Things to Do in Santa Fe Updated: June 30, 2025 Views: 2,845
Hiking Trails You Can Access from Santa Fe
Updated: June 30, 2025 Views: 1,490 Top 5 Viewed Blog Posts in June 25 Things to Do in Santa Fe Updated: June 30, 2025
Views: 2,845
June Events in The City Different Updated: May 20, 2025
Views: 2,274 July is Festival Season in The City Different Updated: June 11, 2025 Views: 2,128
Santa Fe: 1 City, 4 Trips Updated: October 18, 2024 Views: 1,763
Take a Tour of Santa Fe’s Historic Sites
Updated April 14, 2022 Views: 1,722 |
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PUBLIC RELATIONS PERFORMANCE METRICS |
The public relations team had a busy month in June 2025, with attending the IPW International Media Marketplace in Chicago and hosting eight media on press trips with a wide variety of themes. Pitching efforts continued and highlighted the Route 66 centennial, stargazing, Santa Fe’s summer offerings and programming, including art and cultural markets and the Sana Fe Opera. We also received our first requests for “Where to Go in 2026,” from several national publications including Condé Nast Traveler, Fodor’s Travel, AFAR, & Travel + Leisure.
A major focus this month was preparing promotional efforts and social media amplification for Travel + Leisure’s 2025 World’s Best Awards announcement on July 8, and planning New York City media meetings for members of the Tourism Santa Fe team visiting July 15-18. We are now preparing for July and August media visits to Santa Fe, including a freelance writer for Houston Chronicle’s Chron and D CEO Magazine’s Will Maddox who will be flying on JSX’s new Santa Fe route from Dallas.
Coverage highlights this month include placements in The Zoe Report and Forbes, resulting from past media visits, and Food & Wine naming Santa Fe a top US culinary city. |
June 2025 - Pitches: 186 (Decrease 34% Y/Y)
- Media Visits: 8 (Increase 100% Y/Y)
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Earned Media: $876,029 (Decrease 79% Y/Y)
- Total Impressions: 131,404,423 (Decrease 78% Y/Y)
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Year to Date 2025 -
Pitches: 1,665 (Increase 126% Y/Y)
- Media Visits: 18 (Increase 20% Y/Y)
- Earned Media: $11,933,461 (Increase 5% Y/Y)
- Total Impressions: 1,113,393,134 (Decrease 33% Y/Y)
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In The Zoe Report, Santa Fe was featured in a Santa Fe City Guide resulting from a press trip for writer Erin Lukas.
Santa Fe was featured on the Food & Wine list of, “Best Small US Cities for Foodies.”
In Condé Nast Traveler, the destination’s culinary scene is featured in an article titled, “16 Best Restaurants in Santa Fe.”
In Forbes, Santa Fe and SWAIA Native Fashion Week is featured in “At Santa Fe’s Native Fashion Week It’s Not Just About Style It’s About Presence,” resulting from media visit assistance. In TimeOut, Santa Fe’s new JSX flight route is featured in “JSX New Flight From Dallas to Santa Fe,” as a result of a press trip for the writer.
Santa Fe is included in a “Best Bachelorette Party Destination Guide” on The Knot, resulting from ongoing pitching and lead response to writer Ester Lee.
In Oprah Daily, Santa Fe’s Inn of the Five Graces is named a winner in the 2025 Hotel O-Wards in the US/Canada category resulting from hotel partnership and ongoing relationship with contributing editor, Ashlea Halpern.
In Condé Nast Traveler, Santa Fe’s Four Seasons Rancho Encantado resort deal is featured in “30 Best Summer Travel Deals to Book This June” resulting from ongoing target pitching to editor Paris Wilson. |
NEWS TO USE - PRESS RELEASES |
Check in with the Current Releases section of santafe.org for press releases that you can use, redistribute or reference. |
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ADVERTISING PERFORMANCE METRICS |
- Total Spend: $358,480.51 (60.66% increase Y/Y)
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Total Impressions: 58,916,857 (106.73% increase Y/Y)
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Traditional Media - Impressions: 1,039,932 (79.98% decrease Y/Y)
- Spend: $59,232.55 (46.85% decrease Y/Y)
Traditional Media Buys Print - 5280 Magazine
- Austin Monthly
Digital - 5280 (Getaway Eblast)
- Modern Luxury Houston (Dedicated Eblast)
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Phoenix Magazine (Dedicated Eblast)
- Tripscout (Local Influencers)
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Programmatic & Digital Media - Impressions: 6,818,865 (288.44% increase Y/Y)
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Spend: $66,688.21 (356.33% increase Y/Y)
Programmatic & Digital Media Buys - 5280 (Display)
- Adtheorent
- CTV
- Chicago Magazine (Display)
- Cvent (Display)
- Expedia (Display)
- Streaming audio
- Texas Monthly (Digital Travel Guide and Display)
- Travel + Leisure (Display)
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META (Facebook) -
Impressions: 22,402,991 (110.15% increase Y/Y)
- Spend: $70,892.85 (121.77% increase Y/Y)
Pinterest -
Impressions: 3,431,363 (12.59% decrease Y/Y)
- Spend: $24,453.34 (59.83% increase Y/Y)
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YouTube - Impressions: 10,124,315 (517.18% increase Y/Y)
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Spend: $35,056.99 (128.54% increase Y/Y)
Reddit - Impressions: 3,826,064 (n/a - new campaign)
- Spend: $16,258.68 (n/a - new campaign)
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GOOGLE DISPLAY & DISCOVERY |
Google Demand Generation - Impressions: 95,319 (40.14% increase Y/Y)
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Spend: $1,790.54 (18.65% increase Y/Y)
Google Display - Impressions: 9,874,826 (112.37% increase Y/Y)
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Spend: $20,610.08 (98.46% increase Y/Y)
Google Performance Max - Impressions: 728,496 (166.28% increase Y/Y)
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Spend: $10,940.95 (89.12% increase Y/Y)
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Google - Impressions: 209,037 (0.46% increase Y/Y)
- Spend: $35,483.99 (100.90% increase Y/Y)
Bing - Impressions: 354,001 (36.89% decrease Y/Y)
- Spend: $12,334.89 (40.46% increase Y/Y)
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Google - Impressions: 11,648 (14.41% decrease Y/Y)
- Spend: $4,737.44 (41.74% increase Y/Y)
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