Tourism in Los Alamos County, New Mexico
Los Alamos County is proud to share how tourism is managed and promoted. The County welcomes visitors, supports local businesses, and provides attractions that align with the community's unique history and culture. Here you will find information about the County’s tourism and marketing plans, essential experiences offered, current visitor data, and how success is measured and tracked.
Destination Overview
Set atop the Pajarito Plateau, Los Alamos is defined by its landscape as much as its history. Mesas, canyons, and volcanic terrain have shaped how people have lived, learned, and gathered here for centuries. This setting makes the community a natural gateway to nationally significant places, anchored by three museums and three national park sites that reflect the region’s cultural roots, scientific legacy, and connection to the environment. Within the community, the Bradbury Science Museum, Los Alamos History Museum, and the Los Alamos Nature Center tell the story of discovery, innovation, local history, and the natural environment, offering experiences that connect visitors directly to the science, culture, and ecology of the region.
Visitors can also step directly into several national parks that tell the community's story. Valles Caldera National Preserve offers expansive grasslands, wildlife, and volcanic features that define the Plateau, while Bandelier National Monument preserves Ancestral Pueblo sites carved into canyon walls. Manhattan Project National Historical Park, highlighting what started the Atomic Age, has a visitor center in downtown Los Alamos and also offers "Behind the Fence Tours" twice a year for the public.
Visitors can also take part in signature community events such as ScienceFest, or enjoy outdoor activities including hiking, biking, and skiing throughout Los Alamos County. Together, these museums, parks, and experiences attract visitors looking to learn, explore, and absorb all the wonderful things Los Alamos County has to offer. This increased interest promotes supporting local businesses, and the shared sense of pride residents have in the places they call home.
Want to provide input on Tourism in Los Alamos County? Take our survey until February 28, 2026.
Tourism Marketing Plan
As a part of promoting tourism, the County, in partnership with its destination marketing consultants, has created a new tourism marketing plan aimed at increasing visits and encouraging longer stays. Specifically, the tourism marketing plan will:
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Provide clear guidance for how Los Alamos County promotes tourism
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Align marketing efforts with community values and sustainable growth
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Support local economic development through increased visitation and spending
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Measure performance and report outcomes to the public
Marketing and Implementation
The County’s ongoing marketing efforts include:
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Maintaining VisitLosAlamos.org as a central planning resource
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Sharing destination information and seasonal highlights through digital and social channels
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Collaborating with local businesses, federal and state land agencies, and community partners
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Providing visitor resources like printed guides, maps, and visitor center services, such as offering offering welcome bags to those hosting events in the community
Implementation is managed by Los Alamos County in coordination with its tourism marketing partner with insight from community members as well. Marketing activities are reviewed regularly to ensure they remain aligned with community goals and visitor trends.
Accountability and Evaluation
Performance is monitored using:
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Website engagement and guide requests
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Visitor inquiries and lodging tax trends
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Social media performance
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Feedback from visitors and community members
Results inform future adjustments to marketing activities and are made available to the public to maintain transparency and accountability.
Target Audiences
The 2025 Interim Marketing Plan identifies key visitor segments:
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Outdoor Recreation Seekers (ages 27 to 55): Interested in hiking, biking, skiing, and trail exploration
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Science and History Enthusiasts: Interested in the Manhattan Project, museums, and educational programs
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Day Trippers: Residents from Albuquerque, Santa Fe, and nearby areas seeking accessible cultural and outdoor experiences
Marketing is focused on key markets based on proximity and visitor potential. Marketing resources are allocated approximately 40% to Albuquerque and Santa Fe, 30% to Dallas-Fort Worth, and 30% to Denver and Colorado markets. This allocation balances local engagement with regional growth potential.
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Primary Markets: Albuquerque and Santa Fe for day trips and repeat visits
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Secondary Drive Markets: Colorado Springs, Pueblo, Durango, and Amarillo
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Extended Markets: Dallas-Fort Worth and Denver, targeting families, science-focused travelers, and outdoor enthusiasts
Visitation Information
Los Alamos County tracks visitors coming to key attractions in the area. This includes the Visitor Centers, three National Parks, Bradbury Science Museum, Los Alamos Nature Center, and History Museum. In addition, Los Alamos County also uses digital services to capture visitor data to the area. Below you can find information about overall visitation to the locations listed above in each calendar year.
2025 Visitation: 516,245 people
2024 Visitation: 502,784 people
2023 Visitation: 505,133 people
2022 Visitation: 442,508 people
View One-Page Report(PDF, 296KB)
Resources
Questions? Contact visitlosalamos@losalamosnm.gov or call 515-662-8120.