Book traces railway tourism promotion in New Mexico
New Mexico Business Weekly
August 10, 2005
The "Santa Fe Mystique" that lures tourists to New Mexico was "an intentional
marketing strategy" of the Atchison, Topeka and Santa Fe Railroad, according to
a new book that traces the railway's involvement in promotion of Southwest
The book, "All Aboard for Santa Fe," by New Mexico native and historian Victoria
Dye, has just been released by the University of New Mexico Press in
Albuquerque. The book focuses on the railroad's promotional efforts from the
1890s to the 1930s.
Dye writes that the AT&SF was particularly interested in promoting Santa Fe even
though the city wasn't on its main rail line. Thanks to the successful efforts,
it was "largely responsible for putting this Southwestern town on the map," she
A portion of the book is also devoted to Albuquerque, "the town down the tracks"
that never quite matched the aura of Santa Fe. "The ongoing success of the Santa
Fe tourism industry ... and may be seen as testimony to the unprecedented use of
regional motifs and cultural icons in marketing and tourism throughout the
twentieth century," Dye notes.
More information on the hardcover book and other publications is available at