Rochelle Miller-Hernandez brings 18 years of industry leadership to the seven-member body shaping the future of New Mexico tourism
SANTA FE — Gov. Michelle Lujan Grisham has appointed Visit Las Cruces Executive Director Rochelle Miller-Hernandez to the New Mexico Tourism Commission, bringing leadership experience from the state’s second-largest destination to the seven-member planning commission.
Miller-Hernandez brings 18 years of tourism industry experience to the commission, including five years as executive director at Visit Las Cruces. During her tenure, she has strengthened the appeal of Las Cruces and southern New Mexico through coalition-building and new marketing and product development initiatives.
Her community involvement spans multiple tourism-related organizations. Miller-Hernandez serves on the Friends of the Organ Mountains-Desert Peaks Board, supporting the effort to protect and promote one of the region’s most iconic landscapes. She also oversees ¡Mira! Las Cruces, the destination’s annual spring festival that showcasing the community’s culture and attractions, and serves on the New Mexico America 250 Commission.
“We’re grateful to welcome Rochelle’s experience and perspective to the Tourism Commission,” said Acting Secretary Lancing Adams. “Her leadership from New Mexico’s second-largest destination will help ensure we better understand the needs and challenges facing tourism development across southern New Mexico.”
“I’m honored to represent southern New Mexico on the New Mexico Tourism Commission. I can’t wait to hit the road, connect with communities across our state, and spark ideas that lead to positive change,” Miller-Hernandez said. “New Mexico’s vibrant cultures, stunning landscapes, and warm, welcoming spirit are unmatched —and I can’t wait to help even more people experience it.”
Miller-Hernandez moved to Las Cruces more than 25 years ago and quickly fell in love with the city and the region, eventually becoming a passionate advocate for Las Cruces and southern New Mexico. Raised in a military family, she grew up experiencing life across the U.S. and abroad, gaining an early appreciation for diverse cultures and communities.
Miller-Hernandez holds a Bachelor of Science in Social Psychology from Park University and a Master of Arts in Education from New Mexico State University.
About the Tourism Commission: The Tourism Commission is a planning commission administratively attached to the Tourism Department that provides advice on policy matters and review of the state’s 5-year tourism plan. The Tourism Commission seats seven members: two members from each of New Mexico’s three Congressional districts, and one at-large member. Tourism Commissioners serve 7-year terms, as appointed by the Governor.
About New Mexico True: The New Mexico Tourism Department created the New Mexico True brand in response to common misconceptions that New Mexico is a dry, arid, barren desert state with nothing to do. Built upon the idea that a trip to New Mexico is an “adventure that feeds the soul,” the brand advertising campaign provides a platform for unified messaging for more than 50 communities and 450 businesses around the state.