Spaceships, Souvenirs, and Sightings: Roswell’s Unique Tourist Attractions
Roswell’s relationship with the extraterrestrial began in 1947 when a rancher discovered a “flying saucer” on his property. UFO proponents say that, by the time the government attempted to cover up the finding, the public had already gone into a frenzy, cementing Roswell’s reputation as the “Alien Capital of the World.”
Today, it’s impossible to visit Roswell and not come face to face with an alien or UFO – the kind decorating storefronts in the city’s historic downtown, that is. And it’s this type of clever marketing that beckons tourists inside.
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Space And Crafts
When Dene Van Winkle opened her store in 2005, aliens were the furthest thing from her mind. It was her interest in arts and crafts and the steady support of her husband that led her to open up a business that would go from a 1,500-square-foot space to an over 7,000-square-foot craft wonderland in less than 90 days.
She explains that that the store’s alien motif began on a trip to Lincoln National Forest.
“One day, they were carving wood statues of bears, and I asked them if they would carve out a giant green alien and pink alien for the front of my store,” Van Winkle says. “They asked me how big, and I said, ‘Go big or go home!’ Several months later, I had these two giant aliens in front of my store, which prompted lots of photo opportunities, and then people coming in wanting magnets, T-shirts, etc.”
Today, Imagine That! Scrapbooks & Gifts continues to attract customers with its growing UFO-themed decor and merchandise, including a painted alien mural and an alien cowboy riding a roadrunner – New Mexico’s state bird – as well as a selection of themed craft supplies and classes. Most recently, the store was a 2024 Best of Chaves County winner in the Best Place for Women category.
Immersive Activities
“Roebuck Entertainment has, for several years, had a mission of bringing families together with entertaining attractions that will make lasting memories. My wife grew up in Roswell, and I have made it my home for many years as well,” says Jacob Roebuck, founder of Roebuck Entertainment.
Since living here, Roebuck has witnessed how the famed Roswell Incident still brings people to the city, looking for a unique experience.
“We have taken inspiration from that mystique to build Spaceport
Roswell and BrickTown: Alien Attack – two family-friendly attractions that touch on the Roswell alien lore of 1947 and emphasize other inspiring historical events such as the first moon landing of 1969,” he says.
Spaceport Roswell visitors can take a virtual journey through space and time. Destinations and events include Mars, the Apollo 11 mission to the moon, and of course, the exact location and moment of the UFO crash in 1947.
At BrickTown: Alien Attack, families can explore interactive displays made entirely from toy bricks, including the world’s largest LEGO UFO and a re-creation of the lunar landing, in addition to Christmas-and pirate-themed builds, and more.
Historic Ufo Tours
Building upon the success of Roebuck Entertainment’s two attractions, the team recently created yet another opportunity for visitors to immerse themselves in the historical events.
“Both casual tourists and those deeply interested in the UFO question now have the chance to see, firsthand, where historic events took place in 1947, with a tour guide that is focused on presenting a clear story based on facts and established testimony,” Roebuck says.
As tour guide and researcher for the Roswell UFO Tour, Paul T. Semones educates and entertains visitors as they walk through the events.
“I take it as a high ethical duty to present, with as much historical accuracy as possible, the facts, claims and conclusions of the many researchers over the past several decades who have made the Roswell Incident an enduring part of our culture,” says Semones, who relocated to Roswell to be part of this new venture after being fascinated with the events for over 25 years.
Alien Invasion
UFO Festival brings thousands to Roswell every July
When the UFO Festival kicks off every July for three days, between 10,000 and 15,000 visitors arrive, creating an economic impact of more than $500,000 for Roswell. The festival celebrates the town’s unique connection to the 1947 Roswell Incident and has become a beloved tradition for both locals and visitors alike. Boasting a wide array of attractions, the festival offers everything from costume contests and live music to a mesmerizing planetarium light show and even an Alien Life Form Autopsy Room at the museum. With its blend of quirky fun and genuine curiosity about extraterrestrial life, the UFO Festival is an experience unlike any other. For more information about the 2025 event, visit ufofestival.com.
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