Michael Cerletti, secretary of the New Mexico Tourism Department under two governors, died of cancer Tuesday at the age of 72.

Cerletti waged a long battle with the disease and in May 2010 underwent surgery for a second brain tumor.

"I'm getting treated and feeling fine," he said after the surgery.

Cerletti became New Mexico's first tourism secretary in 1991, when then-Gov. Bruce King appointed him to the position. He served for four years and then went back to the hospitality industry.

Cerletti returned to the government post in 2004 under Gov. Bill Richardson and was on the job until 2010.

He was named State Tourism Director of the Year in 2010 by the National Council of State Tourism Directors.

Cerletti's friends Wednesday praised him for his dedication to the state tourism industry.

"Michael was the best promoter ever of New Mexico as a destination," said Rich Verruni, managing partner of Bishop's Lodge Ranch Resort & Spa. "His enthusiasm and his passion for understanding the Land of Enchantment was contagious as he represented the state throughout the country and the world. He was a dear friend, and he will be missed greatly."

"We lost a wonderful supporter for tourism and an advocate for our state and its hospitality," said Terrell White, owner of El Rey Inn. "He always stayed the course and represented the state in such an excellent fashion."

Alfred Matter, managing partner of the Eldorado Hotel and Spa, called Cerletti "a giant of the industry who made a huge contribution to the hotel business and to the town in general."

In a statement, former Gov. Bill Richardson said, "Mike Cerletti was a great promoter of New Mexico and the best tourism secretary the state ever had. He was also a true friend who never wavered in his loyalty and dedication to the values of honesty and decency that he championed. He leaves a huge void. His wife, Helen, was always at his side and thousands of Mike's friends throughout the state and country wish her the very best."

Cerletti was an enthusiastic supporter of New Mexico's four-time participation in the Tournament of Roses in Pasadena, Calif., and defended the state's decision to spend $160,000 to participate in the 2010 parade.

"Our purpose in participating in this event, like all our advertising efforts, is to get noticed and achieve tangible results," Cerletti said at the time. "We've been noticed in the past, and I dare say we will get noticed and achieve results again."

Cerletti, who was a native of San Francisco, had a bachelor of science degree from San Jose State University and moved to Santa Fe with his wife, Helen, in 1974. He became the managing partner and co-developer of several hotels including the Hotel St. Francis, La Posada and the Plaza Real in Santa Fe.

He was president of the Southwest Hospitality Group in Santa Fe and managing partner of the former Rancho Encantado.

Cerletti was given credit for creating an ecotourism program that helped increase regional advertising. In addition, the state's tourism industry grew from $4.2 billion annually in 2005 to $5.7 billion by 2009.

There will be a funeral celebration of Mass at 10 a.m. on Jan. 13 at the Cathedral Basilica of St. Francis of Assisi.

Contact Bob Quick at 986-3011 or bquick@sfnewmexican.com.