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It's a time for renewal, to look ahead.

Join the future with New Mexico True.


The FY22 (July 1, 2021 - June 30, 2022) Cooperative Marketing & Advertising application cycle is now closed.
Expect announcements regarding the FY23 program by early spring 2022.


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