New Mexico True

New Mexico True is a tourism campaign by the New Mexico Tourism Department. This New Mexico program seeks to focus on being "authentic and true in its people, landscape and culture"; the goal being to dismiss misconceptions and misunderstandings of the state, and to create a more cohesive set of statewide tourist destinations, based on personal interests, from New Mexico's various locales. Though it is aimed at broader national and international tourism, it seeks to bring tourists from around neighboring states, Colorado, Arizona, and Texas. The campaign also seeks to educate local businesses and to encourage staycations within the state.