Taos, renowned for its natural beauty and rich cultural heritage, stands as a premier tourism destination shaped by the enduring influences of its Native American and Hispano communities. From the sacred Taos Mountains to the UNESCO World Heritage Site of Taos Pueblo, the region's natural and cultural wonders define its essence.
Yet, with a steady influx of visitors and the rise of short-term rentals, managing tourism has become increasingly complex. In 2023, the Town of Taos partnered with the Center for Responsible Travel (CREST) and the George Washington University International Institute of Tourism Studies (GW) to develop the Taos Destination Stewardship Plan (DSP) to help navigate the challenges and opportunities facing Taos.
Last month, the Taos Destination Stewardship Plan (DSP) was launched at the NMHA Governor’s Conference on Hospitality and Tourism. At the conference, GW IITS Executive Director Seleni Matus, DSP Community Engagement Facilitator Contessa Trujillo, Tourism Director at Taos Pueblo Tourism Ilona Spruce, Founder and President of Los Rios River Runners Cisco Guevara, and Taos County Economic Development Director Jessica Stern participated in a panel discussion on the DSP planning process and the importance of stewardship in Taos, sharing specifics about the plan publicly for the first time.
The Need for a Destination Stewardship Plan
During the pandemic, the Town of Taos had seen a significant rise in visitor numbers, reflecting a broader trend in mountain communities across the country, especially during and after the global pandemic. This growth highlighted the urgent need for sustainable destination management. As a cornerstone of Taos’ economy, tourism demands thoughtful planning to ensure its long-term sustainability while minimizing negative impacts on local communities.
The Taos Destination Stewardship Plan (DSP) aims to achieve this by managing tourism through collaboration, promoting inclusivity, and ensuring an equitable distribution of economic benefits. It also seeks to provide innovative, immersive experiences for visitors, all while preserving Taos’ unique character and enhancing residents’ quality of life.
Developing the Plan
The Taos Destination Stewardship Plan (DSP) is a five-year blueprint guiding Taos toward a more sustainable and equitable future. For Taos, sustainability means protecting its natural resources, preserving its diverse cultures and heritage, and making sure tourism’s economic benefits are distributed equitably among all communities. Designed to address the complex inter-related challenges posed by tourism, the Taos DSP emphasizes a delicate balance between the needs of visitors, residents, and businesses, and safeguarding natural and cultural heritage.
The journey towards the Taos DSP was marked by inclusivity, constructive dialogue, and a shared commitment to collective responsibility. Through extensive community involvement, including surveys, workshops, and focus groups, GW IITS and the Town of Taos aimed to ensure every step of the process was guided by a commitment to inclusivity and shared decision-making. For instance, 3,348 residents participated in the Resident Sentiment Toward Tourism Survey, providing invaluable insights into current perceptions and aspirations for the future. Additionally, 95 businesses contributed to the process through an online Business Sentiment Toward Tourism Survey, offering their perspectives on tourism development and its effects on the local economy.
These efforts were complemented by the analysis of 1,286 Tripadvisor online reviews for 17 popular attractions in Taos County, providing valuable feedback and sentiment from visitors themselves. Furthermore, 23 Steering Committee members, representing various stakeholder groups, participated in monthly meetings, ensuring diverse perspectives were considered in the plan's development.
The result of this rigorous process is a plan that reflects the diverse voices and aspirations of Taos' residents, businesses, and visitors alike.
What the Plan Includes
The Taos Destination Stewardship Plan (DSP) is a comprehensive blueprint designed to guide Taos toward a sustainable and equitable future in tourism. Rooted in the values of belonging, collaboration, preservation, equity, stewardship, education, and creativity, the DSP reflects a collective vision for Taos. It celebrates the diverse tapestry of Taos' communities and envisions tourism as a catalyst for positive change, enriching lives while safeguarding the natural and cultural heritage.
Stewardship Goals: The DSP outlines nine stewardship goals, each addressing critical challenges and opportunities facing Taos' tourism ecosystem. These goals serve as a roadmap for sustainable development, guiding efforts to:
- Foster collaborative destination stewardship communications and education among residents, businesses, and visitors
- Facilitate fair distribution of economic benefits from tourism
- Increase tourism workforce stability
- Protect and elevate Taos' authentic character
- Advocate for workforce housing solutions
- Promote sustainable mobility for residents and visitors
- Promote sustainable tourism practices and resilience to environmental risks
- Monitor and manage tourism impacts on people and place
- Maintain collaborative tourism management and plan implementation
Priorities for Year 1
As the Taos DSP is unveiled to the world, the real work begins. The priorities for Year 1 implementation include:
- Assigning responsibility for community engagement around tourism to the Town of Taos’ newly hired Community Relations Director.
- Devising and implementing a campaign to publicize the official adoption of the Taos DSP by the Town of Taos.
- Establishing a Destination Stewardship Network to oversee the implementation of the DSP and quick-win priority actions.
- Choosing 2–3 quick-win priority actions for Year 1 implementation, with a focus on promoting agri-tourism and cultural events.
The Taos Destination Stewardship Plan represents a bold step towards responsible tourism management in Taos. By fostering collaboration, preserving heritage, and prioritizing community well-being, the plan lays the groundwork for a sustainable and equitable future for this beloved destination.
