The New Mexico Tourism Department is proud to offer and steward the New Mexico True Certified program, an initiative that allows select New Mexico businesses to leverage the magnetic and powerful New Mexico True brand to build their products' recognition and amplify existing marketing messages.

When you buy jewelry, textiles, arts and crafts, food, wine, beer and other products with the New Mexico True Certified mark, you have our promise that they are authentically “New Mexico True”—made, grown and born & raised right here with pride, love …

Spring has sprung in the Land of Enchantment! Explore seasonal food products, craft creations, and unique gift options today! In a world where you can shop anywhere, shop local! Learn more about our True Certified artists, makers and growers …

Experience New Mexico's rich history, from the ancient ruins of a bygone era, to the ghosts of the cowboy days, New Mexico has a lot to offer. Our Native American and Spanish cultures are vibrant and unique to this landscape.

Visit New Mexico for a unique family vacation filled with exciting activities like skiing, hiking, shopping and sight seeing. Adventure awaits at every corner. Native American culture abounds. National and state treasures are easy to find. And history is created every day. You find them all here in every one of New Mexico's six regions.

If you would like to learn more about the program or products that are NM True Certified; check out our NM True Certified Page or our 2024 Holiday Gift Guide below!

This page gives you all the information you need to understand, align with and leverage the success of the New Mexico Tourism Department as well as see examples of how the New Mexico True brand has helped affiliated communities and attractions improve their look and advertising.

New Mexico True Certified partners are an eclectic mix of growers, movers, and makers. From "mom & pop" to international distribution, our partners infuse the spirit of New Mexico into each authentic, hand-crafted item.

New Mexico True Adventure Guide Planning an unforgettable experience in New Mexico is easy with the Adventure Guide. CLICK HERE to view online and download or fill in the form to have a copy sent directly to you free of charge. Expect 7-21 days delivery.

New Mexico is a haven for the unexpected. We are all travelers. We seek what is true and we push past what we know to be false. The question is: where do we go? What place is true and good and real? Where is the place that will speak to us, crystal clear, in a voice that is familiar and kind? Where is true found…and false forgotten? Where?