TOURISM Santa Fe, the marketing arm of the city of Santa Fe, New Mexico, improved its marketing effectiveness based on an analysis of 2015 destination visitors. Triple Point Strategic Consulting, DestiMetrics, Badger Enterprises and Community Flights formed a partnership to conduct the study under the DestiMetrics banner.

This visitor study identified demographic, characteristic, and geographic profiles of Santa Fe year-round visitors to support Santa Fe’s comprehensive marketing plan. Santa Fe draws around 1 million visitors per year. Various statistical sampling methods will be employed to learn about the entire visitor population from small samples. This research informed longer term goals for establishing a proactive, data-driven and research-based marketing organization.