The New Mexico Tourism Department (NMTD) is set to support a record number of events with unprecedented grant funding in fiscal year 2026 through its Tourism Event Growth and Sustainability Program. This initiative, now in its fourth year, aims to assist eligible New Mexico entities hosting tourism-related events by providing technical assistance, marketing resources, and sponsorship support.
For the upcoming fiscal year, NMTD will allocate $551,702 to 44 events across the state. The program offers three types of support: an event accelerator for technical and strategic planning assistance, a cooperative marketing model pooling resources between NMTD and participants, and sponsorship for established events. Specifically, 14 events will join the accelerator, 10 will engage in cooperative marketing, and 20 will receive sponsorship.
The program will benefit tourism events in 20 different locations throughout New Mexico. Notably, 26 of these events are hosted outside Albuquerque or Santa Fe. Acting Secretary Lancing Adams emphasized the importance of such initiatives: "Events, fairs and festivals are essential drivers of tourism for communities of all sizes throughout New Mexico," he said. "We’re excited to get to work in helping a cohort of new and returning partners who wish to activate tourism through special events."
A recent example highlighted by NMTD was the International Folk Art Market's Community Day in Santa Fe. The grant enabled free access on the final day of the event, encouraging repeat visits from travelers and inviting locals to experience this global gathering.
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