New Mexico Tourism Department



Contact: Cody Johnson

Public Information Officer

New Mexico Tourism Department




June 16, 2020


 Michelle Lujan Grisham, Governor

Jen Paul Schroer, Cabinet Secretary

Antoinette Vigil, Deputy Secretary


                           “The Mission of the New Mexico Tourism Department is to grow New Mexico’s economy through tourism.”


COVID-Safe Practices Certification Program now available to New Mexico businesses

Certification program, piloted through the tourism sector, will help New Mexico businesses operate safely and responsibly as businesses continue to reopen

SANTA FE — In response to the COVID-Safe Practices for Individuals and Employers (CSPs) released by Governor Michelle Lujan Grisham on May 15, the New Mexico Tourism Department (NMTD) has issued a $50,000 grant to the New Mexico Society of Association Executives (NMSAE) to administer a COVID-Safe Practices training program in an effort to help businesses operate in a COVID-19 world.


The initiative, tabbed the NM Safe Certified Program, offers free on-demand virtual COVID-Safe Practices training modules designed to help businesses create a safe and responsible environment for employees and customers. The NM Safe Certified Program officially went live on June 15, 2020, and is available to businesses that qualify.


The program will be piloted through the tourism sector, and training modules for additional business sectors will be developed in the future. Training modules for restaurants, lodging businesses, retail businesses, tour operators, golf courses, spas and salons are currently available.


Upon completion of the training modules, businesses will be awarded special recognition. Businesses can then display the “NM Safe Certified” badge on their website or storefront to show visitors and residents it is equipped to offer safe and responsible service in a COVID-positive world.


“This program is an opportunity for the New Mexico business community to position New Mexico as a leader for COVID-safe practices as businesses begin to reopen,” Cabinet Secretary Jen Paul Schroer said. “The Tourism Department is committed to supporting programs and initiatives that help tourism businesses create safe and responsible environments for everyone.”


“We want businesses to know they are not alone in adjusting to the new environment and we want customers to know they can feel confident about visiting businesses in a COVID-positive world,” NMSAE Executive Director Jason Espinoza said. “The program trains New Mexico businesses in the state’s COVID-Safe Practices to help ensure all of us – customers, employees, and families – remain safe as New Mexico reopens for business and recreation.”


Some additional benefits for businesses that become NM Safe Certified:

  • Recognition as an NM Safe Certified business
  • Usage of the NM Safe Certified seal to promote business
  • Inclusion in the NM Safe Certified business directory
  • Participation in statewide peer learning communities to share best practices, troubleshoot common challenges, and access additional resources
  • Access to the NM Safe Certified resource toolkit
  • Digital advertising credit with New Mexico Magazine

More information on the benefits of becoming NM Safe Certified Program are listed on Business owners and managers interested in becoming NM Safe Certified can get started at


About New Mexico True: The New Mexico Tourism Department created the New Mexico True brand in response to common misconceptions that New Mexico is a dry, arid, barren desert state with nothing to do. Built upon the idea that a trip to New Mexico is an “adventure that feeds the soul,” the brand advertising campaign provides a platform for unified messaging for more than 50 communities and 250 businesses around the state. In 2015, New Mexico True received two prestigious awards for “Best Digital Campaign” in the country, and was also awarded the “Best Cooperative Marketing Program” in the US in 2018. Most recently, New Mexico True received the first-ever “Best Video Storytelling” award from Brand USA in 2019. Since the launch of the brand in 2012, the economic impact of tourism in New Mexico has grown for seven consecutive years.


About the New Mexico Society of Association Executives: The New Mexico Society of Association Executives is a membership organization comprised of more than 60 New Mexico-based trade associations and professional societies. In turn, NMSAE’s member organizations represent tens of thousands of their own members, which means NMSAE’s impact is amplified across a diverse group of industries and professionals covering the entire state of New Mexico. Each year, associations provide millions of American workers across every industry and state with critical post-college skills training required for professional success and career advancement. Associations proactively and purposefully create centralized training programs, certifications, and standards to ensure individuals, industries, and society-at-large benefit from a strong and safe workplace.

491 Old Santa Fe Trail

Santa Fe, NM 87501


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