Pandemic Pivot

Pandemic Pivot



So much about tourism and tourism marketing has changed since early 2020. And yet, people still want to escape from their normal routines. They still want to imagine themselves somewhere else. They still want to make standout memories. And destinations, on the other side of the travel equation, still want to appear on the list of places that people are dreaming of visiting.

Early in March 2020, we began brainstorming new ways for people who know and love Santa Fe to engage with The City Different while we were all doing our part to #FlattenTheCurve. Notably, we kicked off with Make Your Own Margarita Trail. And in the fall, we supported the first virtual Santa Fe Wine & Chile Fiesta. These natural, brand-true adjustments are enabling Santa Fe to stay present in travelers’ minds and provide some practical levity during a difficult time. They’re also part of an intentionally phased, tourism marketing campaign that’s designed to return Santa Fe to business more like usual when the time is right.