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


Entity Name


Carlsbad Chamber of Commerce


City of Alamogordo


City of Deming


City of Gallup


City of Las Vegas


City of Raton


City of Roswell


City of Socorro


City of Truth or Consequences


Cloudcroft Chamber of Commerce


Clovis/Curry County Chamber of Commerce


El Rancho de las Golondrinas


Explora Science Center and Children's Museum


Friends of Bosque del Apache National Wildlife Refuge


Ghost Ranch Education and Retreat Center


Grant County


Haak'u Museum/ Sky City Cultural Center


IAIA Museum of Contemporary Native Arts (MoCNA)


Lordsburg Econmic Advancement Project


Los Alamos County


Lovington MainStreet


National Hispanic Cultural Center


National Institute of Flamenco


Navajo Tourism Department


New Mexico Bed & Breakfast Association


New Mexico Department of Cultural Affairs


New Mexico Steam Locomotive & Railroad Historical Society


New Mexico Wildlife Center


NMDOT Aviation Division


Pecos Business Association


Sandoval County Tourism Alliance


Santa Fe Children's Museum


Santa Fe County


Santa Fe Gallery Association


Ski New Mexico


Taos Ski Valley Chamber of Commerce




Town of Mesilla


Town of Red River


Town of Silver City


Town of Taos


Tucumcari MainStreet


Village of Angel Fire


Village of Ruidoso


Visit Albuquerque


Visit Farmington


Visit Las Cruces


Visit Questa




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.