Rochelle Miller-Hernandez, a seasoned professional from the city's flourishing tourism sector, has been tapped by Gov. Michelle Lujan Grisham for a seat on the New Mexico Tourism Commission. Miller-Hernandez, who serves as the Executive Director for Visit Las Cruces, carries a wealth of industry experience spanning nearly two decades and has been at the helm of Visit Las Cruces for five years. Her appointment reflects the governor's ongoing efforts to infuse the commission with regional insights, especially from New Mexico’s second-largest destination.
In her time leading Visit Las Cruces, Miller-Hernandez has bolstered the region’s appeal through strategic partnerships, innovative marketing, and product development endeavors, according to the City of Las Cruces. She played a crucial role in the annual ¡Mira! Las Cruces spring festival, which celebrates local culture and attractions. Her supporting efforts to protect and promote the Organ Mountains-Desert Peaks have been noted as playing a substantial role on the Friends of the Organ Mountains-Desert Peaks Board.
Rochelle’s experience and perspective to the Tourism Commission, Acting Secretary Lancing Adams expressed his gratitude when speaking on the matter, will better understand the needs and challenges facing tourism development across southern New Mexico. With Miller-Hernandez on board, Adams anticipates a more comprehensive grasp of the diverse tourism landscape within the region.
Grateful and excited about her appointment, Miller-Hernandez shares her enthusiasm for the road ahead. "I’m honored to represent southern New Mexico on the New Mexico Tourism Commission. 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," she said, as per City of Las Cruces, while ushering a sense of eager anticipation for bringing her vision to the commission. Miller-Hernandez's statement, having served in multiple tourism-related roles, showcases her commitment to the state's tourism growth and her deep connections to the Las Cruces community.
