New Mexico Tourism Department
Roughly 71 percent of grants issued to rural communities in FY25
SANTA FE – The New Mexico Tourism Department (NMTD) is awarding $3.8 million in grant funding to 48 entities through the Cooperative Marketing Grant Program for fiscal year 2025.
NMTD is instituting a 2-to-1 funding match for FY25, meaning the monetary obligation from grant recipients is only 33 percent of the grant total provided by NMTD. Due to this 2-to-1 funding match, the total advertising investment for FY25 is an estimated $5.7 million.
"One of the reasons that our Cooperative Marketing Grant Program has become so popular and valuable over the years is due to the technical assistance and strategic planning that participants receive from the extended team," said Acting Cabinet Secretary Lancing Adams. "I'm grateful that we have such an extensive team of tourism marketing specialists to help our tourism partners build captivating campaigns and sound strategy for FY25."
FY25 will feature nine first-time participants for the program. Those first-time participants include: El Rancho de las Golondrinas, Friends of Bosque del Apache National Wildlife Refuge, Ghost Ranch Education and Retreat Center, Institute of American Indian Arts Museum of Contemporary Native Arts, New Mexico Department of Cultural Affairs, New Mexico Steam Locomotive & Railroad Historical Society, New Mexico Wildlife Center, Santa Fe Gallery Association and Tucumcari MainStreet.
NMTD committed a significant amount of grant funding for rural communities in FY25. Of the FY25 grant recipients, roughly 71 percent represented rural regions of the state. Rural regions of the state will receive $2.4 million in grant funding through this program. A total of $114,692 in grant funding was awarded to Tribal and Indigenous entities for FY25.
In addition to destinations and local governments, the program will also support a variety of institutions and facilities that focus on outdoor recreation and cultural heritage. In total, NMTD issued 11 grants to cultural institutions and four grants to outdoor recreation entities.
The Village of Ruidoso received the largest Cooperative Marketing Grant for FY25 at a total of $608,866. As a community that relies on tourism as an essential source of economic activity, this grant will help the Village of Ruidoso reactivate tourism promotion when the community is ready.
Recipients of the Cooperative Marketing Grant Program for FY25:
Cooperative Marketing Grant Program – FY25
Carlsbad Chamber of Commerce
$35,620.75
City of Alamogordo
$183,326.00
City of Deming
$53,208.00
City of Gallup
$136,954.00
City of Las Vegas
$200,674.00
City of Raton
$17,126.00
City of Roswell
$84,471.80
City of Socorro
$36,256.00
City of Truth or Consequences
$96,286.00
Cloudcroft Chamber of Commerce
$22,000.00
Clovis/Curry County Chamber of Commerce
$30,966.00
El Rancho de las Golondrinas
$29,008.00
Explora Science Center and Children's Museum
$5,126.00
Friends of Bosque del Apache National Wildlife Refuge
$6,770.00
Ghost Ranch Education and Retreat Center
$37,900.00
Grant County
$53,200.00
Haak'u Museum/ Sky City Cultural Center
$6,964.00
IAIA Museum of Contemporary Native Arts (MoCNA)
$18,882.00
Lordsburg Econmic Advancement Project
$39,250.00
Los Alamos County
$133,614.00
Lovington MainStreet
$4,286.00
National Hispanic Cultural Center
$18,666.67
National Institute of Flamenco
$21,466.00
Navajo Tourism Department
$88,846.00
New Mexico Bed & Breakfast Association
$9,900.00
New Mexico Department of Cultural Affairs
$41,146.00
New Mexico Steam Locomotive & Railroad Historical Society
$14,476.00
New Mexico Wildlife Center
$4,286.00
NMDOT Aviation Division
$14,090.00
Pecos Business Association
$16,058.00
Sandoval County Tourism Alliance
$34,000.00
Santa Fe Children's Museum
$9,895.47
Santa Fe County
$294,636.00
Santa Fe Gallery Association
$8,570.00
Ski New Mexico
$60,623.33
Taos Ski Valley Chamber of Commerce
$16,000.00
TOURISM Santa Fe
$141,164.00
Town of Mesilla
$23,300.00
Town of Red River
$28,676.00
Town of Silver City
$124,012.00
Town of Taos
$52,106.00
Tucumcari MainStreet
$4,578.00
Village of Angel Fire
$111,032.00
Village of Ruidoso
$608,866.00
Visit Albuquerque
$587,586.00
Visit Farmington
$81,944.00
Visit Las Cruces
$106,608.00
Visit Questa
$57,676.00
TOTAL
$3,812,096.02
In FY24, NMTD issued $3.4 million in grant funding to 46 entities. To review a complete history of grant funding for this program, visit the NMTD website.
