Santa Fe, New Mexico: A Rising Fall Destination for US Tourism with Extended Seasons and Thriving Events

Published on September 21, 2025

Santa Fe, which is well-known for its vibrant art and cultural scene, has historically seen its busiest travel season in the summer. But in recent years, there has been a discernible change as the tourist season lasts well into the fall, exceeding the previously high standards set by July and August. In contrast to the conventional tourist calendar, this extended season has made September and October formidable contenders for high visitor numbers. Fall, which was formerly thought of as the off-season, has been reinterpreted as a popular time of year for tourists looking to take in the charms of New Mexico’s capital.

Strong Fall Numbers Continue to Surpass Expectations

Santa Fe’s tourism scene in 2025 has defied expectations, especially in the wake of a somewhat sluggish spring. Despite early concerns over economic factors such as tariffs, a dip in international tourism, and heightened immigration policies, the city’s tourism numbers have remained resilient. The months of September and October have gained substantial traction, proving to be just as lucrative for the city’s economy as the summer months. For local businesses and tourism officials, these months now rank among the top periods for revenue generation.

In particular, Santa Fe’s hotel sector has seen impressive occupancy rates in the months of July and August, with a reported 74.8% hotel occupancy rate in July, a slight increase from the previous year. This trend continued into August, with occupancy numbers exceeding the record highs seen in 2024. The surge in visitors was especially notable considering the slow start to the year, which had led to early fears that the summer season might fall short of expectations. However, as the summer unfolded, it became clear that these fears were unfounded.

Positive Effects of Annual Events

The extended tourism season in Santa Fe has also been fuelled by key annual events that continue to attract visitors. The Santa Fe Wine & Chile Fiesta, a celebration of the region’s culinary offerings, is one such event. Originally a small gathering in 1991, the festival has grown over the years to become a multi-day event, drawing a large crowd of food enthusiasts, wine connoisseurs, and tourists from across the country. This event, held every fall, plays a significant role in driving fall tourism to Santa Fe.

Another major attraction that contributes to the region’s extended tourism season is the Albuquerque International Balloon Fiesta. Taking place every October, this world-famous event attracts thousands of visitors, many of whom choose to spend time in Santa Fe after attending the festivities. The Fiesta’s early morning and late evening balloon launches often prompt attendees to explore nearby cities, making Santa Fe a favoured destination for those looking to enjoy a day of shopping, dining, and sightseeing between ballooning sessions.

Overcoming Early Season Economic Concerns

Despite the overall positive performance later in the year, the early part of 2025 presented challenges. The spring months of March through June saw a decline in occupancy rates, attributed to a combination of economic uncertainty and consumer hesitation to spend on travel. The national conversation surrounding tariffs and economic volatility led many consumers to delay or rethink their travel plans.

The slow start to the season raised concerns, but these fears were gradually alleviated as the summer progressed. As the economy steadied and consumer confidence improved, tourism numbers rebounded, particularly during the peak months of July and August. Special events such as the Santa Fe Indian Market in August also helped boost visitor numbers. This renowned market, a celebration of Native American art and culture, attracted a significant influx of tourists, contributing to what was described as an exceptional market season.

Challenges in Outdoor Recreation

Despite the overall success in the tourism and hospitality sectors, one area that did not perform as well was outdoor recreation. The outdoor industry, particularly river rafting, experienced a significant downturn in 2025. Businesses like New Mexico River Adventures, which depend on visitors from neighbouring states such as Texas and Oklahoma, reported a substantial drop in bookings compared to the previous year. The lack of consumer confidence, combined with concerns over the broader economy, led to a decrease in interest in outdoor activities. This decline was especially difficult for businesses that had invested heavily in expanding their operations in anticipation of a strong season.

Santa Fe’s Recognition Boosts Tourism Outlook

Santa Fe’s tourism future is further bolstered by the city’s recent recognition as the favourite U.S. city by Travel + Leisure readers in July. While this recognition came too late in the season to directly influence the 2025 tourism year, it holds the potential to significantly impact tourism numbers in the future. The honor positions Santa Fe as a must-visit destination for travelers seeking a cultural and artistic experience in the U.S.

Officials are optimistic that this recognition will help draw more visitors to the city, not just in the peak summer months but throughout the year. While the immediate effects may not be visible, tourism leaders believe that the honour will encourage more travellers to consider Santa Fe for their upcoming vacations, especially in the warmer months of 2026.

A Strong Future for Santa Fe Tourism

There is a renewed sense of hope for Santa Fe’s tourism industry as it approaches the end of 2025 and gets ready for 2026. The city’s popularity extends beyond the summer, as evidenced by the success of the extended fall season, which was fuelled by significant events and a rebounding economy. Santa Fe is in a strong position to grow as a year-round travel destination with deliberate investments in cultural events and ongoing marketing of the city’s distinctive attractions.

It is anticipated that Santa Fe’s tourism industry will continue to grow as more tourists come to enjoy the city’s splendour in the fall, solidifying its position as one of the best places in the United States for outdoor, food, and cultural enthusiasts.