UPDATE for FY21 (July 1, 2020 - June 30, 2021): In response to COVID-19, the New Mexico Tourism Department, through its Cooperative Marketing program, has deployed and is currently working with 44 tourism industry partners on a series of Recovery Readiness Initiatives in preparation for the post-pandemic era.

The New Mexico Tourism Department's "CoOp" program supports our shared vision to grow the tourism economy in New Mexico.  Tourism-related, nonprofit organizations and local and tribal governments can:

• Double their tourism marketing impact with dollar-for-dollar matching funds
• Collaborate with for-profit entities to contribute up to half of applicant’s investment 
• Harness the power of millions of New Mexico True brand impressions with proven creative and media tools
• Build marketing capability through media consultations and technical assistance
• Share measurable results and performance reporting to demonstrate the impact to your destination, attraction or event