New Mexico State Nickname: The Land of Enchantment
Fact-checked • Updated December 10, 2025
"The Land of Enchantment"
Also Known As:
About the Nickname The Land of Enchantment
Writer Lillian Whiting first used the phrase Land of Enchantment as a book title in 1906 when describing New Mexico and the Southwest. The legislature officially adopted Land of Enchantment as the state nickname on June 18, 1999. The phrase appeared on New Mexico license plates starting in 1941, decades before becoming the official designation.
Meaning of 'The Land of Enchantment'
Lillian Whiting published a book about New Mexico in 1906 with Land of Enchantment in the title. The State Tourist Bureau began using the phrase in promotional materials in September 1935 when Director Joseph A. Bursey designed brochures featuring the slogan. New Mexico Magazine started advertising with Land of Enchantment that same year to encourage tourism. The nickname gained popularity through these tourism campaigns.
The Land of Enchantment nickname refers to the state's diverse natural scenery, including snow-capped mountains, desert landscapes, hot springs, and dramatic rock formations. The cultural richness of Native American, Spanish, and Mexican heritage also contributes to the enchanting character. White Sands National Park features vast gypsum sand dunes that create an otherworldly landscape. Carlsbad Caverns contains massive underground chambers formed over millions of years.
The Tourist Bureau sought formal recognition for its use of Land of Enchantment in 1947. License plates displayed the phrase starting in 1941, replacing Sunshine State which had appeared on plates before then. The legislature made Land of Enchantment the official state nickname through legislation passed on June 18, 1999, more than fifty years after it first appeared on license plates.
Other Nicknames
The Sunshine State
New Mexico used Sunshine State on license plates before 1941, when it was replaced by Land of Enchantment. The state receives approximately 310 days of sunshine annually in many cities, including Albuquerque. Florida did not formally adopt Sunshine State as its official nickname until 1970, although the phrase had been used informally earlier. Clear skies and abundant sunlight made the name appropriate for New Mexico's climate. The transition to Land of Enchantment occurred because tourism officials wanted a more distinctive phrase that captured broader aspects of the state's appeal beyond just weather.
The Cactus State
Cacti grow abundantly throughout New Mexico, particularly along the southern border with Mexico and across desert plains. Multiple species thrive in the arid climate, including prickly pear, cholla, and barrel cacti. The Cactus State nickname appeared in various publications and travel guides during the early 1900s. Cacti provide food and shelter for desert wildlife and played important roles in Native American cultures. This nickname never gained the same widespread recognition as Land of Enchantment but remains associated with New Mexico's desert landscape.
The Spanish State
New Mexico earned this nickname because of its border with Mexico, historical Spanish colonial period, and significant Spanish-speaking population. Spanish explorers arrived in the region during the 1500s and established settlements long before English colonists reached the East Coast. Spanish remains widely spoken across the state today. Spanish colonial architecture, place names, and cultural traditions remain visible throughout New Mexico. The state seal features both an American eagle and a Mexican eagle, recognizing the dual heritage. This nickname acknowledges the lasting influence of Spanish and Mexican culture on New Mexico's identity.
Interesting Facts
Fact 1 of 6
The New Mexico nickname and motto are Land of Enchantment and Crescit eundo.
Sources & References
This article has been researched using authoritative sources to ensure accuracy and reliability.
Official state government resource documenting the history of the Land of Enchantment nickname
General reference covering New Mexico's history, geography, and the origin of the Land of Enchantment nickname