NEW MEXICO TOURISM DEPARTMENT
PRIVACY POLICY & LEGAL NOTICES
Last Updated: January 14, 2026
I. Scope.
This website is operated by the New Mexico Tourism Department (“NMTD”), a New Mexico state government agency, located in Santa Fe New Mexico USA. This policy describes our legal notices and privacy practices, our use of cookies, and how we collect, use, and protect your information across our websites: NewMexico.org, NewMexicoMagazine.org, NMtourism.org, and all other domains, vanity URLs, and subdomains owned by the New Mexico Tourism Department.
This policy also applies to NMTD-related digital communications, such as newsletters and email communications. This policy does not apply to the privacy practices of any third-party websites linked to our services, or to information collected through offline channels, unless expressly stated otherwise.
II. What information do we collect?
We collect information from you when you voluntarily register on our site, place an order, subscribe to our newsletter, or fill out a form. The information collected includes:
- Personal Information: When ordering or registering on our site, you may be asked for your name, email address, or mailing address. You may visit our site anonymously, except where functionality requires submission of personal information.
- Non-Personally Identifiable Information (Non-PII): We automatically collect information such as browser type, device identifiers, and IP addresses to maintain security and improve our services. This data is analyzed in aggregate and is not used by us to uniquely identify or contact individual users.
- Location Data Collection (Mobile Application Only): To provide core features of the New Mexico Route 66 mobile application, we collect the following location data (which is GPS and network-based):
- Purpose: Location data is collected to enable proximity-based and location-based messages about nearby attractions when the app is actively in use and, where enabled by the user, when the app is closed or not in use.
- Usage: Location data is used solely for application functionality, trip-planning features, user-requested services and is not sold or shared to third-parties for advertising purposes.
III. How do we use your information?
Information collected may be used for the following legitimate governmental and operational purposes:
- To improve service to the public: To respond to inquiries, fulfill requests, and improve user experience.
- To send periodic emails: To provide requested information regarding New Mexico tourism.
- To process orders: Email addresses provided for vacation guide orders are used solely for order fulfillment and updates, unless the user affirmatively opted in to receive our digital newsletters.
- To maintain the New Mexico Route 66 application: To provide core requested features and technical support.
- To enable location features: Collect location data to enable proximity sorting and messages about nearby attractions, when the app is actively in use and, where enabled by the user, when the app is closed or not in use.
- For Google Analytics Remarketing, Demographics, and Interest Reporting: Used to understand audience engagement and improve advertising relevance.
- Opt-Out Notice: Users may opt-out of Google Analytics for Display Advertising and customize Google Display Network ads by visiting Google My Ad Center. Users may also use the Google Analytics Opt-out Browser Add-on for further control.
IV. How do we protect your information?
We implement administrative, technical and physical safeguards to protect personal information against unauthorized access, disclosure or misuse. Sensitive information transmitted through our website is protected using industry-standard encryption technology.
Payment transactions are processed through secure gateway providers (such as Shopify) and are not stored or processed on our NMTD servers. These providers are required to maintain confidentiality and comply with security standards, including PCI-DSS.
NMTD retains personal information for only as long as necessary to fulfill our purposes, comply with applicable law, or resolve disputes.
V. Data Retention and Deletion.
- Retention: We retain collected location data only for the duration necessary to fulfill the purposes outlined in this policy or as required by law.
- User Deletion Rights: Users have the right to permanently delete their account and associated personal data at any time and may revoke location permissions through device settings at any time.
- How to Request Deletion: Users may request that NMTD delete data associated with their accounts in the following ways:
- In-App: Users may submit a deletion request through the App Info or User Profile section and select “Request deletion of your account and data”.
- Web Request: Users may request deletion by submitting a data deletion request or by emailing Support@visitwidget.com.
- Processing: Deletion requests will be processed within a reasonable time, not to exceed 45 days.
VI. Do we use cookies?
Yes. Cookies are small data files placed on your device to enable site functionality, analyze usage, and improve user experience.
Cookies may be used to store preferences, compile aggregate usage data, and enhance performance.
For complete information regarding cookies, please View our Cookie Policy.
VII. Do we disclose any information to outside parties?
We do not sell, trade, or otherwise transfer your personally identifiable information. Personally identifiable information may be shared with trusted third-parties who assist us in operating our website, conducting our business, or serving you, provided they agree to maintain confidentiality and use the information solely for authorized purposes.
We may disclose personally identifiable information when required to comply with law, enforce NMTD and other State or Federal policies, or to protect the rights, property, or safety of NMTD or others. We may share aggregate, non-personally identifiable user information with service providers for the purpose of analyzing digital traffic and improving our digital services (as detailed in Section III.F regarding Google Analytics). We do not share this data with third parties for their own independent marketing purposes.
- Mobile App Location Data Exception: Notwithstanding the above provisions, location data collected via the mobile application is used solely for core app functionality and is not shared with third-parties for marketing, advertising, or independent commercial use.
VIII. Third-party Links.
Our websites may include links to third-party websites. NMTD is not responsible for the content or privacy practices of those sites. Users are encouraged to review the privacy policies of external websites before providing personal information.
IX. Digital Accessibility.
NMTD is committed to ensuring that our websites and mobile applications are accessible to individuals with disabilities. We strive to conform to WCAG 2.1 Level AA standards. For more information on our efforts, or to report an accessibility barrier, please view our Accessibility Statement.
X. Your Consent.
By using our website or applications, you acknowledge that you have read and understood this Privacy Policy.
XI. Changes to our Privacy Policy.
NMTD may update this Privacy Policy from time to time. Changes will be posted on this page with an updated effective date.
XII. Contacting Us.
You may contact NMTD at:
491 Old Santa Fe Trail
Santa Fe, New Mexico 87501
USA
505.827.7400
Help@td.nm.gov
XII. Site Use Disclaimer & Third-Party Organizations.
NMTD assumes no responsibility for information or links provided by third-party organizations. Inclusion of third-party links does not constitute endorsement. Users are responsible for verifying information, accessibility, and conditions related to third-party services.
NEW MEXICO TOURISM DEPARTMENT
COOKIE POLICY
Last Updated: January 14, 2026
I. Cookies
Cookies are small files that are placed on your device when you visit a website. Because web pages may include content from multiple domains, your browser may receive cookies from several sources when visiting sites operated by the NMTD. These sources may include third-party service providers engaged by the Department to perform functions such website analytics or advertising services.
As described in our Privacy Policy, we use cookies and similar technologies to support website functionality, analyze website performance, and deliver advertising relevant to users. By continuing to use our websites, and to the extent permitted by applicable law, your browser or device setting, you consent to the use of these cookies for the purposes described below:
- Necessary Cookies: Essential for website functionality, such as secure logins, security features, and load balancing.
- Functionality Cookies: Enable personalization and features such as remembering language and region preferences, as well as tracking progress on videos or chat support.
- Analytics Cookies: Used to understand how visitors interact with our websites in order to evaluate and improve site performance and usability.
- Advertising Cookies: Used, when permitted, to collect information about browsing activity to support the delivery of more relevant advertising.
II. Managing and Deleting Cookies
Users may manage or delete cookies through web browser settings. Because cookies are stored by browsers, browser controls provide the most direct way to access, manage, and delete cookies.
Please note that disabling or deleting certain cookies, particularly necessary or functionality cookies, may affect the availability or performance of some features of the website.
III. Resources and More Information
For cookies that track activity with interest-based advertising, users may opt out of certain third-party advertising cookies through the following industry programs:
- The Digital Advertising Alliance consumer choice page;
- The Network Advertising Initiative consumer choice page; or
- The European Interactive Digital Advertising Alliance consumer choice page.
Additional third-party tools may be available to help users identify and manage cookies and similar tracking technologies. More information about cookies and cookie management can be found on All About Cookies and About Cookies.
BOOKING & RESERVATIONS
I. Disclaimer:
NewMexico.org provides informational content only, including product descriptions and prices of associated suppliers and distributors. All bookings and reservations are completed directly through Tourism Exchange USA.
NMTD makes no representations or warranties regarding the accuracy, availability, or quality of goods and services by any third-party organizations provided on our website. Once you leave our site, your use of third-party services is governed by the privacy policy and terms of the destination website.