Fostering a thriving and authentic travel economy – for locals and visitors alike.
The Taos Destination Stewardship Network (DSN) is a cross-sector coalition committed to advancing a more sustainable tourism economy for the Taos region. Representing local and tribal governments, public land agencies, businesses, and residents, the Network leads implementation of the Taos Destination Stewardship Plan – a strategic roadmap developed over the course of two years (2023-2024) in collaboration with Taos residents and community members.
At the heart of this work are the Nine Stewardship Goals outlined in the Plan. These goals guide the DSN’s efforts to create a tourism economy that benefits both residents and visitors through innovative initiatives, knowledge-sharing, and community involvement. Together, Network members are piloting actionable solutions that balance economic growth, cultural preservation, and environmental stewardship in our local tourism economy.
We invite all members of the community to thoroughly examine this document, familiarize themselves with the discoveries, and actively engage in advancing this initiative collectively.
We are Taos—a vibrant tapestry woven from diverse communities. Acknowledging the hard truths of our past, we unite to honor our multicultural heritage and embrace tourism as a catalyst for positive change, benefiting all our communities. Encouraging innovation and preserving traditions, we prioritize authenticity, education and environmental stewardship. Together, we cultivate a tourism economy that enriches our lives while safeguarding Taos’ heritage for future generations.
Promote shared stewardship through education and communication
Facilitate fair distribution of economic benefits from tourism.
Increase tourism workforce stability.
Protect and elevate Taos’ authentic character.
Advocate for workforce housing solutions.
Promote sustainable mobility for residents and visitors.
Promote sustainable tourism practices and resilience to environmental risks.
Monitor and manage tourism and its impacts on people and place.
Maintain collaborative tourism management and plan implementation.
2025 Marks Year 1 of Implementation. The Network has begun implementing the following goals:
1.1 Sustain community engagement in tourism management and decision-making.
1.2 Implement an education strategy that informs visitors and community members about their shared responsibilities in stewarding Taos’ history, diverse cultures, and fragile environment.
1.3 Develop a visitor marketing and communication strategy that promotes responsible stewardship behaviors in the destination and engages local tourism stakeholders in spreading a cohesive message to visitors
The DSN has secured a funding structure and two focused Action Teams with the aim to facilitate Goal 2:
9.1 Create a destination stewardship council to guide DSP implementation in the short-term. 9.2 Increase awareness and understanding of the DSP among tourism stakeholders and the broader community.
9.3 Establish a permanent collaborative management structure for destination management and marketing
The DSN is sponsored by the Town of Taos and Taos County and is currently administered through a contract managed by Taos MainStreet since 2025.
The Taos Destination Stewardship Network (DSN) is a collective effort to see a thriving Taos economy for residents and visitors alike.
With the collaboration of a diverse array of local government, businesses, public land managers and community members, Destination Stewardship fosters conversations, products and programs that seeks to balance a healthy economy for locals and visitors alike.
This work is based upon the Taos Destination Stewardship Plan – a comprehensive framework built upon extensive community engagement, that outlines both issues and opportunities within the Taos tourism economy.
The DSN is a collective of key stakeholders within the Taos Region who have the ability to embrace the Goals of the DSP and implement initiatives.
Destination Stewardship Plans are part of a global movement to steward sustainable tourism economies. Developing a DSP requires a holistic approach to assessment, strategy development and implementation of programs and products that address the plan goals. All community engagement is united by a central mission to support the long-term health of destinations and the well-being of host communities.
2016
Destination Stewardship was proposed as a concept to the Town of Taos by then acting Director of Tourism and Marketing, Karina Armijo
2021
A request for proposals was published to contract services for consultants specialized in developing community-informed Destination Stewardship Plans
2022
George Washington University’s Center for Responsible Travel (CREST) signed on to collaborate with Contessa Trujillo and local Taos leaders to measure resident sentiment towards tourism, assess the current tourism climate, and develop a plan to address community concerns and ideas for well-managed tourism in Taos.
2022-2023
The DSP, marketed under the campaign slogan “Tourism Revisited,” was implemented with a community-centric approach that centered a highly participatory development process. This included stakeholders from a wide variety of sectors and interests. The work was conducted in the following phases:
2024
The DSN Secured funding from both Town & County, to be managed by Taos Mainstreet.
2025
The CREST GW Team conducted their last meeting with the Network.
Contessa Trujillo transitioned from Community Engagement to a new opportunity with Cultural Asset Mapping through the Economic Recovery Corps.
Jessie Hook hired as the Destination Stewardship Network Manager, to facilitate implementation of projects.
Sustainable tourism is the aspiration and associated actions to see tourism as just one part of a thriving economic model. Sustainable tourism is not an end goal, but a process of continually adapting to meet the needs of locals and visitors. The Taos Destination Stewardship Network recognizes this process is only possible by continually acknowledging and evaluating the impacts of tourism – both positive and negative.
Successful sustainable tourism looks like inspired ideas, products and experiences that bring together communities, steward environmental resources, and celebrate history.
The Taos DSN will approach tourism impact measurement both traditionally and holistically.
Traditionally, tourism is measured primarily by economic performance indicators including business revenue generated, the volume of tax revenues collected, the number of tourist visits, and the number of jobs created.
For a more comprehensive approach to measurement, future success indicators will consider economic equity, community integration, resident quality of work and life, environmental metrics, and other holistic monitoring and evaluation methods.
The Town of Taos and surrounding areas experienced an increase in visitor volume during the pandemic, similar to other rural mountain towns around the United States. Statewide, New Mexico saw a visitor spending increase in 2021 that surpassed 2019 levels for the first time. This increased visitor volume, combined with the inflow of remote workers, second homeowners, and the increase of short-term rental (STR) units, created a situation that called for focused study of impact on locals, and the building of a strategic framework for to guide tourism management.
During the Town of Taos Comprehensive Plan and Strong at Heart Downtown Plan process, the Town of Taos received much input from the community concerning priorities and challenges related to the effects of the tourism industry on our community. Developing a Destination Stewardship Plan addresses the concerns outlined in the plans and complements the continued community-led approach to how we envision the future of Taos.
The Town of Taos’ Marketing and Tourism Department contracted with the Center for Responsible Travel (CREST) and George Washington University International Institute of Tourism Studies to facilitate the process. Contessa Trujillo, a native of Taos, served as the local Community Engagement Facilitator, working alongside Karina Armijo, Taos’ Director of Marketing and Tourism. A steering committee comprised of community stakeholders helped guide the process and set the precedent for developing a sense of shared responsibility for managing tourism in Taos.
About the Center for Responsible Travel (CREST)
The Center for Responsible Travel (CREST) is a non-profit research institute dedicated to increasing the positive global impact of responsible tourism. CREST works with governments, businesses, and communities to develop sustainable tourism policies and practices that protect natural and cultural resources, promote economic development, and provide social benefits to local communities.
About the George Washington University International Institute of Tourism Studies (GW)
The George Washington University International Institute of Tourism Studies is a leading research center dedicated to advancing the study of tourism and hospitality. The Institute works with governments, businesses, and academic institutions to develop innovative solutions to the challenges facing the tourism industry and to promote sustainable tourism practices around the world.
The Taos DSP Project Steering Committee was established to oversee the development of the DSP, provided guidance on the overall project, process and outputs, and represented key stakeholder groups in the overall process.
The Taos Destination Stewardship Plan (DSP) is more than just a plan—it’s a call to collective action. Your participation is the backbone of this effort. The DSP reflects our community’s shared vision for a thriving, resilient visitor economy—and everyone has a role to play as that vision continues to develop and change. Whether you’re a local business owner, community member, land steward, or simply someone who loves Taos, your voice and perspective are welcome.
So join the effort: Explore the plan, find your place in it, and reach out to destinationstewardship@taosmainstreet.org with how you might like to be a part of the journey.
Any comments, questions or feedback can be directed to: [email protected]
Stay up-to-date on this project and associated events.
The Taos Destination Stewardship Network - Taos.org
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