It's not something that can be imposed on a community. It has to grow from within. When Native American governments change, so, often times, do their attitudes toward tourism. While one governor might work closely with the state to market its tourism potential, his successor might be reluctant to embrace tourism. The number one reason people come to New Mexico is for the scenic beauty.
History is number two and cultural attractions are third.
The Native American communities play into each one of those reasons. Among Green's goals is stabilizing New Mexico's tourism industry by making it a year-around enterprise rather than dependent on seasonal factors such as snow. She believes that educating tourists, including New Mexicans, to the fact that the state has more than just the Rio Grande corridor, will go a long way toward achieving that goal. They decided tourism is an economic development tool they need for their community to thrive or survive. Rolley came to the Department of Tourism in January from the New Mexico Office of Cultural Affairs, where she was deputy director since June 1998.