Balloon Fiesta attendees praise New Mexico’s visitor experience

SANTA FE, NM – Out-of-state visitors to New Mexico for the Albuquerque International Balloon Fiesta gave the state high marks for safety and quality of service according to the results of the New Mexico Tourism Department’s annual Balloon Fiesta visitor survey.

Each year during Balloon Fiesta, NMTD conducts an on-site survey of attendees to better understand perceptions and awareness of New Mexico and planned activities during their trip.

According to the survey, 91 percent of travelers agreed with the statement “I felt safe during my visit to New Mexico.” Additionally, less than 2 percent of travelers disagreed with the statement and roughly 7 percent neither agreed or disagreed.

Roughly 94 percent of visitors said they were satisfied or very satisfied with the level of service they received at restaurants, hotels and attractions during their trip. Less than 2 percent of visitors expressed dissatisfaction with the level of service they received and 5 percent were neither satisfied or dissatisfied.

Visitors during Balloon Fiesta were overwhelmingly likely to return to New Mexico for a future vacation, with roughly 94 percent of travelers expressing they are likely or very likely to return. Just 1 percent of responders said they are unlikely to return for a future vacation.

“Sometimes the best way to glean insights about safety and quality of service during the visitor experience is to just ask travelers themselves,” said Acting Secretary Lancing Adams. “We’re thrilled to see so many 2025 Balloon Fiesta visitors had such a positive experience during their trip. As New Mexicans, we should be proud of the fact that visitors overwhelming enjoy their time in the Land of Enchantment per their own lived experience.”

Other noteworthy insights from the 2025 Balloon Fiesta visitor survey:

• About 84 percent of New Mexicans said they were likely or very likely to recommend visiting New Mexico to friends and family.
• Just over 8 percent of New Mexicans attending the 2025 Balloon Fiesta were first-time attendees for the event. Just under 60 percent of out-of-state visitors were first-time attendees for the event.
• About 55 percent of New Mexicans said they have visited a state or national park within the past year.
• The five most common origin markets of out-of-state visitors were Texas, Arizona, Colorado, California and Florida.

According to the Albuquerque International Balloon Fiesta, an estimated 851,994 guests attended the event in 2025. AIBF reported an estimated total economic impact of $216 million from the 2024 event, which is the last event that included an economic impact report from the event.

Click here to view the full results of the 2025 NMTD Balloon Fiesta Survey.  

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About New Mexico True: The New Mexico Tourism Department created the New Mexico True brand in response to common misconceptions that New Mexico is a dry, arid, barren desert state with nothing to do. Built upon the idea that a trip to New Mexico is an “adventure that feeds the soul,” the brand advertising campaign provides a platform for unified messaging for more than 50 communities and 500 businesses around the state.