About Ski New Mexico

Ski New Mexico is dedicated to organizing and implementing strategies that foster cooperation, professionalism, and ethical excellence in the ski industry. Winter tourism is a vital component of New Mexico’s economy, and our primary objective is to increase visitation through targeted marketing and promotional efforts. In addition, we actively shape political policy and public opinion to support the industry’s growth.

As a private, non-profit trade association, we work to create an environment where the ski industry can thrive—addressing challenges such as environmental responsibility, economic contribution, and competitive positioning. Representing 8 Alpine and 2 Nordic member resorts, Ski New Mexico focuses on three key areas: Governmental Affairs, Marketing, and Public Affairs.

Advocacy and Governmental Affairs

Ski New Mexico closely monitors legislative and regulatory developments that affect the ski industry. We work with government leaders, legislators, and coalitions to influence key public policies that support the industry and its long-term growth.

Marketing

Our marketing efforts aim to position New Mexico as a premier winter tourism destination. In partnership with the New Mexico Tourism Department, we utilize advertising, public relations, direct response, partnerships, consumer shows, and travel trade initiatives to raise awareness of the state’s world-class ski resorts.

Public Affairs

Ski New Mexico leads public relations initiatives to highlight the ski industry’s role in balancing environmentally responsible practices with economic growth. Key areas of focus include media engagement, press tours, winter sports education programs, and ski-related promotions that reinforce New Mexico’s reputation as a top ski destination.