Commentary from Maurreen Skowran , Westside Albuquerque. Skowran is a Marine veteran and former candidate for Albuquerque City Council.
This letter is provided as opinion/commentary from the author. You can submit your own: editor@citydesk.org
The November release of Visit Albuquerque’s 10-year destination master plan, created by the company JLL, outlines strategies for cultural heritage and workforce development, among other priorities. But one crucial element is missing: recognition of the city’s Spanish-speaking population.
Maurreen Skowran
Spanish speakers are not only an asset for call centers; they are an untapped resource for Albuquerque’s tourism economy. With nearly 500 million native speakers worldwide, Spanish is the second-most-spoken language globally by number of native speakers, according to the Observatory of the Spanish Language and Hispanic Cultures in the U.S.
While I couldn’t find estimates of Spanish-speaking tourists, millions of Mexican nationals alone visit the U.S. annually, with estimates ranging from 5 million to 14 million.
Many of these travelers would be drawn to the Balloon Fiesta and other Albuquerque signature events, our outdoor recreation, and our vibrant arts scene. Further, conferences held in the city could cater to a broader Spanish-speaking audience, making it easier for international visitors to connect with local businesses, from restaurants to tour guides.
Albuquerque has a unique opportunity to better market itself to Spanish-speaking tourists by leveraging its bilingual population.
By embracing a multilingual approach — whether in signage, promotional materials, or customer service — we can make the city more welcoming and accessible to Spanish-speaking travelers. This not only enhances the visitor experience but also boosts Albuquerque’s appeal as a prime destination for international tourists, driving both tourism and economic growth.
Spanish speakers are an overlooked asset
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Commentary from Maurreen Skowran , Westside Albuquerque. Skowran is a Marine veteran and former candidate for Albuquerque City Council.
This letter is provided as opinion/commentary from the author.
You can submit your own: editor@citydesk.org
The November release of Visit Albuquerque’s 10-year destination master plan, created by the company JLL, outlines strategies for cultural heritage and workforce development, among other priorities. But one crucial element is missing: recognition of the city’s Spanish-speaking population.
Spanish speakers are not only an asset for call centers; they are an untapped resource for Albuquerque’s tourism economy. With nearly 500 million native speakers worldwide, Spanish is the second-most-spoken language globally by number of native speakers, according to the Observatory of the Spanish Language and Hispanic Cultures in the U.S.
While I couldn’t find estimates of Spanish-speaking tourists, millions of Mexican nationals alone visit the U.S. annually, with estimates ranging from 5 million to 14 million.
Many of these travelers would be drawn to the Balloon Fiesta and other Albuquerque signature events, our outdoor recreation, and our vibrant arts scene. Further, conferences held in the city could cater to a broader Spanish-speaking audience, making it easier for international visitors to connect with local businesses, from restaurants to tour guides.
Albuquerque has a unique opportunity to better market itself to Spanish-speaking tourists by leveraging its bilingual population.
By embracing a multilingual approach — whether in signage, promotional materials, or customer service — we can make the city more welcoming and accessible to Spanish-speaking travelers. This not only enhances the visitor experience but also boosts Albuquerque’s appeal as a prime destination for international tourists, driving both tourism and economic growth.
We can do this, Albuquerque.