The New Mexico Tourism Department (NMTD) has announced the allocation of $3.8 million in grant funding to 45 entities for fiscal year 2026 through its Cooperative Marketing Grant Program. This initiative will continue with a 2-to-1 funding match, doubling the financial commitment from NMTD compared to what grant partners contribute. The total advertising investment for this program in FY26 is set at $5.7 million.
"Continuing to administer this program with 2-to-1 matching funds, we’re able to enter another year with expanded resources at a time where tourism promotion remains incredibly important," said Acting Tourism Secretary Lancing Adams. He expressed gratitude for increased participation from tribal partners this year.
Approximately 69 percent of the grant recipients are from rural regions, which will receive $2.4 million in total funding. Five Native and Indigenous communities have been awarded grants totaling $75,084, marking a record number of grants issued to tribal partners in a single fiscal year.
"The Tourism Department is committed to welcoming more tribal partners into our services and grant programs that support tourism promotion and development," said Tribal Tourism Development Officer Jey Bernal. "We’re very pleased to welcome a record number of tribal partners to the Cooperative Marketing Grant Program for FY26."
The Village of Ruidoso received the largest grant amounting to $613,942 due to its detailed and strategic tourism promotion plan. Since last year, NMTD has provided over $1.3 million in cooperative marketing support to Ruidoso.
A list of recipients includes various cities and organizations such as Carlsbad Chamber of Commerce ($68,000), City of Alamogordo ($231,942), City of Deming ($78,420), and Visit Albuquerque ($462,200), among others.
In the previous fiscal year (FY25), NMTD also distributed $3.8 million in grants but to 48 entities.
For more information on the history of grant funding under this program, interested parties can visit the NMTD website.
Information from this article can be found here.
