Visit Las Cruces Launches Self-Guided Film Tour

Discover Las Cruces on the big screen as seen in blockbuster hits and indie creations.

Visit Las Cruces, in collaboration with Film Las Cruces, premieres a new self-guided film tour from 5:30-7 p.m. on Mon., Aug. 10 at the historic Rio Grande Theatre, 211 N. Main Street. The event is set to host various community leaders such as Visit Las Cruces Executive Director Rochelle Miller-Hernandez, City of Las Cruces Mayor Eric Enriquez, Las Cruces International Film Festival Executive Director Ross Marks and Film Las Cruces President Jeff Steinborn who will speak on the development of the tour and highlight the impact film has had on southern New Mexico. Attendees will be able to explore the Rio Grande Theatre gallery and unearth popular film posters, props and more information on the tour.

As a self-guided tour, a corresponding brochure will be available detailing various film locations in and around the city and hidden gems. Participants can discover Las Cruces from a filmmaker’s perspective at their own pace, as seen in indie films and Oscar-worthy blockbusters. The brochure will be available in print and online at VisitLasCruces.com/Film.

Visit Las Cruces and Film Las Cruces present this film tour for participants to explore and appreciate the creativity and many big-screen opportunities that reside in southern New Mexico. Additionally, Southwest Expeditions will offer a guided tour highlighting many of the featured film locations.

“Las Cruces has always been a cinematic destination” Miller-Hernandez said. “Now, we’re making it official with a film tour experience to allow our visitors and community to see it firsthand.”

Film productions showcase the beauty of Las Cruces and Doña Ana County, while creating jobs, supporting local businesses and generating significant economic activity throughout the region.

According to the New Mexico Film Office’s FY 2026 economic impact analysis, the film industry continues to be a powerful economic driver while introducing our community to audiences around the world. A few ways film has contributed to local economic impact:

• Film productions generated $41.5 million in spending during FY 2026, resulting in $12.2 million in direct local spending and $19.5 million in total economic impact for Doña Ana County.
• Doña Ana County accounted for 13% of all film spending in New Mexico during FY 2026.
• More than one in five film productions in New Mexico were filmed here, with 13 of the state’s 63 productions choosing Las Cruces and Doña Ana County.
• Film activity generated an estimated $281,000 in gross receipts for the City of Las Cruces, $151,000 for Doña Ana County, $349,000 for the State of New Mexico, and an additional $30,000–$40,000 in Lodgers Tax.
• Film productions accounted for 9,803 local hotel room nights, providing a significant boost to area hotels and the hospitality industry.
• Since 2025, film-related lodging and visitor spending has generated an estimated more than $2.06 million in direct economic impact, including:
  • 2025: $546,220
  • 2026 Year-to-Date: $1,519,655
• In FY 2026, Film Las Cruces processed 70 film permits, coordinated 41 location scouts, prepared 37 location packages for prospective productions and worked with 907 local crew members and more than 200 local businesses.
• In 2026, MovieMaker Magazine named Las Cruces one of the Top 10 Best Places to Live and Work as a Moviemaker for the fourth consecutive year.
• Construction is underway on a $27 million film studio, positioning Doña Ana County for even greater film production and economic impact in the years ahead.

From Clint Eastwood’s “Hang ‘Em High” to Tyler Perry’s “Joe’s College Road Trip”, New Mexico State Senator Jeff Steinborn notes the region’s rich filmmaking legacy and is excited to have visitors and locals experience it.

“Film Las Cruces is thrilled to help launch film tourism in Las Cruces and Doña Ana County,” Steinborn said. “Film tourism is a growing sector of economic development, giving communities the opportunity to showcase iconic filming locations and celebrate the productions that have called them home.”

Film lovers are welcome to attend the launch event and stay for School Wrap, a special family-friendly version of Film Las Cruces’ The Wrap event. School Wrap invites attendees to stick around immediately after and enjoy short films made by local filmmakers for everyone to watch. Known as the “Local Filmmaker’s Hangout,” The Wrap occurs every month at the Rio Grande Theatre where artists can show off their passions,skills and projects by having them screened at the theatre.