Your Local Guide to Santa Fe
Since 2011, Santa Fe Selection has been the trusted insider resource for visitors exploring one of America's most unique cities.
Our Story
Santa Fe Selection was created from a simple idea: visitors deserve more than a generic travel guide. They deserve a trusted local resource that helps them discover the real Santa Fe — the restaurants locals love, the galleries and shops with true character, the tours and day trips that reveal the magic of Northern New Mexico, and the small businesses that make this place unforgettable.
Founded by Maria Johnson in 2011, Santa Fe Selection grew from her deep love of the city and her belief that the best travel experiences come from local knowledge. After moving to Santa Fe and spending decades exploring its history, art, culture, traditions, and hidden gems, Maria created a curated guide to help visitors connect with the authentic Santa Fe she had come to know and love.
In 2024, Santa Fe Selection began a new chapter with Sean Ray and Bennett Reiss. Like so many people who find their way here, we felt an immediate connection to New Mexico. Growing up in southern Colorado, Sean frequently visited Santa Fe in the 80s and 90s while spending time with family in New Mexico, and always felt drawn to the region. Years later, after living and traveling around the world, Sean returned with Bennett to the Land of Enchantment in 2021, fell in love with its beauty and depth, and established roots here.
Taking on Santa Fe Selection felt like a natural continuation of a tradition we deeply value: thoughtful, local, hand-picked recommendations that help visitors experience more than just the surface of a destination. The name says it all — Santa Fe Selection is not about listing everything. It is about selecting the places, people, experiences, and businesses that reflect the heart of Santa Fe and Northern New Mexico.
Today, we continue to build on Maria’s original vision with curated online listings, free Mini Guide Maps, local insight, and travel inspiration designed to help visitors plan meaningful, memorable trips. We are proud to partner with local businesses, artists, restaurants, galleries, shops, tours, and lodging partners who help make Santa Fe so distinctive.
Our goal is simple: to help you discover the Santa Fe that locals know and love — beautiful, creative, layered, welcoming, and unlike anywhere else.
What Makes Us Different
Curated by Locals
Discover a carefully curated selection of the best of Santa Fe, chosen by locals who live here, know the city, and love sharing the places, experiences, and businesses that make it special.
Premium Trip Consultation
Work one-on-one with a local expert to build the perfect itinerary based on your interests, timeline, and budget — tailored to make the most of your time in Santa Fe.
Trusted by Hotels
We partner with hotels, resorts, and B&Bs across Santa Fe to help their guests have the best possible experience. Our Mini Guide Map and website are go-to resources at front desks across the city.
The Mini Guide Map
Our pocket-sized, full-color guide covers restaurants, galleries, shops, day trips, and events — all on one beautifully designed, foldable map. You'll find it at hotel front desks, visitor centers, and B&Bs across Santa Fe.
Want one mailed to you before your trip? Request a free copy and start planning before you arrive.
What Travelers Say
“Our week was fabulous! Thank you for your help. You have a lovely city, and we enjoyed our visit using your itinerary suggestions.”
“Your map, cards, and website are just what we needed. We decided to make a week of it and re-visit the places we didn't have enough time to enjoy.”
“Your input added so much and gave us an insight into the city we never would have found on our own.”
“Outstanding job helping us secure lodging and set up reservations. I will heartily recommend your service to anyone heading out West.”
Trusted by Hospitality
“My first choice for assisting our customers in planning their itinerary in Santa Fe. Easy to use and portable for guests on their smart phones.”
“Your maps and website have a wealth of quality information. You have been so helpful in meeting customers' needs.”
“Santa Fe Selection is my GO-TO information source. I use it every day to assist my guests.”
Partner With Us
Santa Fe Selection partners with the best lodging properties, restaurants, galleries, shops, and experience providers in the region. Our multi-channel approach — website, printed map, social media, and personal concierge referrals — puts your business in front of engaged travelers actively planning their trips.
“I have contracted with a significant number of clients directly as a result of our partnership.”
“Best money we've ever spent!”
“Best advertising available. Works very hard and very smart for all of us with demonstrable results.”
Ready to Discover Santa Fe?
Take our quick quiz to get personalized recommendations, or book a free consultation with a local insider.