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The Taos Destination Stewardship Network

Fostering a thriving and authentic economy – for locals and visitors alike.

Taos is New Mexico True

A Community Initiative

The Taos Destination Stewardship Network facilitates collaborative, equity-informed, sustainable tourism management throughout the Taos region. The Network provides an innovative and intentional space for knowledge sharing, community engagement, and piloting of programs and products aligned with the Taos Destination Stewardship Plan (DSP).

The DSP now serves as a framework to guide strategy and implementation of projects that will help build an economically, socially and environmentally sustainable tourism economy in Taos. 

The Network is an initiative to collectively address the DSP, sponsored of the Town of Taos, Taos County, currently held as a contract managed by Taos Mainstreet.


Taos Destination Stewardship Plan (DSP)

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.

View Plan >

Current Work

2025 Marks Year 1 of Implementation. The Network has begun implementing the following goals:

Goal 1:

Stewardship Communications

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


Goal 2:

Inclusion and Equity

The DSN has secured a funding structure and two focused Action Teams with the aim to facilitate Goal 2: 

  • Product Development Action Team: 
    • Goal 2.1 Working to develop and promote new tourism experiences and products that celebrate culture, preserve land, and benefit marginalized communities.
  • Cultural Events Fund Action Team: 
    • Goal 2.2 Support and finance community events that preserve and celebrate Taos’ diverse cultures. The dedicated Cultural Event Fund aims to unite people, increase funding for cultural events across various community groups, and foster collaboration to create unique and engaging cultural experiences.




Goal 9:

Collaborative Management

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


Destination Stewardship Priority Initiatives

1

Stewardship Communication

Promote shared stewardship through education and communication

2

Inclusion and Equity

Facilitate fair distribution of economic benefits from tourism.

3

Workforce Stability

Increase tourism workforce stability.

4

Protect Authenticity

Protect and elevate Taos’ authentic character.

5

Workforce Housing

Advocate for workforce housing solutions.

6

Sustainable Mobility

Promote sustainable mobility for residents and visitors.

7

Sustainable Practices

Promote sustainable tourism practices and resilience to environmental risks.

8

Monitoring and Reporting

Monitor and manage tourism and its impacts on people and place.

9

Collaborative Management

Maintain collaborative tourism management and plan implementation.

Community Vision

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.


We can make something beautiful for us that others can enjoy.
- Resident Survey Respondent

Stay Tuned for More Ways to Get Involved

Any comments, questions or feedback can be directed to:
[email protected]

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Stay up-to-date on this project and associated events.

HELP SHAPE THE FUTURE OF TAOS TOURISM

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.


DESTINATION STEWARDSHIP NETWORK F.A.Q.

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. 

Member Name Affiliation
Arcenio Trujillo Community Engagement, Taos Mainstreet
Brad Higdon BLM, Planning & Environment Specialist
Charles Whitson Executive Director, Taos Mainstreet
Chelsea Reidy Executive Director, Taos Center for the Arts
Contessa Trujillo Taos Cultural Treasure’s Project
Corilia Ortega Town Council, Executive Director of TWIRL
Cisco Guevarra Town Lodgers Tax Board & Owner, Los Rios River Runners
Darlene Vigil Taos County Commissioner
David Mapes Town Marketing Committee, Previous Business Owner
Dezirae Ortega Tourism Specialist, Red River Economic Development & Tourism
Dan Vaughn Executive Director, Taos Ski Valley Chamber of Commerce
Evelyn Martinez Taos Chamber of Commerce
Ilona Spruce Director, Taos Pueblo Tourism
Jerome Assistant Director, Taos Pueblo Tourism
Julie Rice Tourism Specialist, Red River
Judy Torres ED, Taos Valley Acequia Association
Jessica Stern Taos County Director of Economic Development
Jessie Hook Network Manager, Taos Destination Stewardship Network
John Galuska Picuris Pueblo, Museum & Tourism Director
Larry Szczech Founder, Workingman’s Taos LLC
Luis Reyes Executive Director of Kit Carson Electric
Lindsey Pfaff Bain Director, Taos Chamber of Commerce
Mona Nozhackum Community Relations Manager, TSV
Patrick Nechvatal County Lodgers Tax Board
Pedro Sanchez Owner of Rosita’s Mexican Shop
Rima Kirst Town Director of Tourism and Marketing
Rose Reza Executive Director, UNM Taos HIVE
Shemai Rodriguez Marketing and Engagement Manager, The Harwood Museum

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:

  • Phase 1: Inventory of Existing Conditions (April – July 2023)
  • Phase 2: Onsite Assessment (July – September 2023)
  • Phase 3: Participatory Visioning & Planning (September  – December 2023)
  • Phase 4: DSP Development & Validation (January – April 2024)

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. 

Name Title/Organization
Cisco Guevara Founder and President, Los Rios River Runners
Shemai Rodriguez Marketing and Engagement Manager, Harwood Museum
Charles Whitson Executive Director, Taos MainStreet
David Mapes Owner and Artist, David Anthony Fine Art
Lawrence “Larry” Szczech Founder, Workingman’s Taos LLC
Ilona Spruce Tourism Director, Taos Pueblo
Mona Nozhackum Community Relations Manager, Taos Ski Valley, Inc.
Chelsea Reidy Executive Director, Taos Center for the Arts (TCA)
Luis Reyes Chief Executive Officer and General Manager, Kit Carson Electric
Rose Reza Program Specialist, UNM-Taos HIVE
Bob Romero Taos County Commissioner
Corilia Ortega Town of Taos Councilor
Christopher Madrid Deputy County Manager, Taos County
Jessica Stern Economic Development Director, Taos County
Peter Rich Carson National Forest
Tami Torres Carson National Forest
Amy Simms Carson National Forest
Brad Higdon BLM, Planning and Environmental Specialist
Ruben Hernandez Razor Sharp Productions / NewMex Radio
Anita Bringas Strategic Support Manager, UNM-Taos