Vacation destination: your own backyard?

Been putting off that trip to Carlsbad Caverns or Chaco Canyon? State tourism officials think maybe this is the summer to do it.

The Tourism Department, concerned about rising gas prices and a stagnant economy, is set to launch a $100,000 advertising campaign, reminding New Mexicans they don’t have to go far for their family vacation.

The year-long campaign, which will air in English and Spanish on local TV and radio stations, is tentatively called “Let’s Go New Mexico,” said Tourism Deptartment advertising director Richard Eeds. The ads, including the print and Web variety, will begin running in June.

“It will be focusing on in-state travel… trying to show people what’s available in their state, that they don’t have to spend more than maybe half-a-tank to take their family on vacation,” Eeds told the New Mexico Independent.

It’s not the first time the state tourism officials have looked close to home for would-be visitors. The department launched a similar campaign—dubbed “Half a Tank Away”—following the Sept. 11, 2001 terrorist attacks.

“The decrease in travel in New Mexico was a lot less severe than the rest of the U.S. because we tried to keep people in state,” Eeds said.

He added that while rising gas prices haven’t historically had a significant impact on the number of visitors to the state, $4.00 for a gallon of gasoline could change the equation.

“How high does gas have to go before there will be an impact? We really don’t know,” he said.

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