Outdoor Recreation Division names new executive director

New Mexico’s new Outdoor Recreation Division executive director Ana Karina Armijo has already demonstrated her tourism and marketing savvy in one of the state’s tourism hot spots.

Armijo’s last job was marketing and tourism director for Taos, a role she took on in 2015 and resigned from at the end of July. Her tourism promotion strategy grew annual Lodgers’ Tax collections from $800,000 to $1.75 million, according to a news release from the New Mexico Tourism Department.

The Outdoor Recreation Division was created in 2019, and Armijo replaces the division’s first-ever director, Axie Navas. Deputy Director Alyssa Renwick has been serving as interim since Navas’ departure at the end of 2022.

“Karina has been a reliable stakeholder and a trusted voice in the space of tourism and outdoor recreation for years,” said Acting Tourism Secretary Lancing Adams. “Her collaborative demeanor, extensive experience with community engagement and environmental stewardship is the ideal blend for success in this role.”

Armijo directed the Town of Taos’ effort to become a MainStreet Community. She also implemented short-term rental policy changes and negotiated the first Volunteer Collections Agreement with Airbnb in the state. The agreement resulted in a 20% increase in Lodgers’ Tax collection for Taos, according to the release.

The New Mexico Hospitality Association named her Tourism Professional of the Year in 2022.

“New Mexico has been my home for almost 30 years, and I’m so honored to serve in this role where I can champion a sustainable and equitable outdoor recreation economy that celebrates the diverse people, culture, and landscape of our beautiful state,” Armijo said.

Armijo will officially start the job on Sept. 18.

The New Mexico Tourism Department will also see some transitions, as tourism secretary Jen Paul Schroer, is moving over to lead the state’s Aging and Long-Term Services Department.