Armenta works with the city to attract tourists. She said recent changes to the public health regime enable them to look to the future.

“The lifting of the mandatory quarantine is certainly a very positive move that is turning yellow in Bernalillo County,” she said. “As we work towards this turquoise level now, we are signaling that we have this continued strategy for reopening and restoration.”

In 2020, the New Mexico State Fair and Balloon Fiesta were canceled due to the pandemic, and visitor numbers to the city fell sharply.

Armenta said the lack of tourism had a negative impact on the economy.

“We had 10 years of job growth in the hospitality industry and 2020 wiped out those 10 years of job growth,” she said.

Armenta says she’s working with the city to boost advertising and remind people that Albuquerque is reopening.

“Social media, digital marketing to inspire vacationers because we know how important this will be to our economy and recreation, and as travelers are more comfortable we will gradually increase overall marketing on behalf of the city,” said Armenta.