Tourism Event Growth & Sustainability Program


FY25 Application window closed April 16, 2024, 5:00pm (MDT)


This program provides technical assistance, marketing, and sponsorship to qualified tourism events within New Mexico to support their growth and sustainability.


What qualifies as an eligible event?


Eligible events for this program will do all of the following things:

  1. Drive out-of-state travel
  2. Drive in-state travel resulting in overnight stays
  3. Provide an experience aligned with the New Mexico True brand of "adventure steeped in culture."


Who's eligible?


Eligible entities include: 

  • Nonprofit tourism-related organizations
  • For-profit organizations
  • Municipalities and counties
  • Tribal governments 

All eligible entities must have a fiscal agent - Municipalities, counties, and tribal governments may serve as their own fiscal agent.

For-profit and some nonprofit applicants must partner with a government entity to serve as their fiscal agent. 

Nonprofit applicants and fiscal agents must be in good standing with the New Mexico Secretary of State and the New Mexico Office of the Attorney General now known as the NM Department of Justice. 


*FY25 Application Guidelines and Definitions Document - please review prior to completing application. 



FY25 TEGS program offers three options for support:



Builds and improves events to prepare them for sponsorship. Technical assistance offering recommendations for improvement may include an Online Discoverability audit assessing the event's web and social presence, as well as an onsite audit assessing on-the-ground operations. Upon successful completion of the audit process, the event may receive up to $5,000 in reimbursement-based funding to execute approved deliverables.

To participate, applicants must provide proof of event success/track record, local commitment, and a readiness to accelerate the event.


Cooperative Marketing

Secures marketing and advertising for events through a 2:1 matching investment marketing program. Awarded events select from a media menu up to an award amount of $10,000.

To participate, applicants must have digital access to event website and social accounts and the website must show conversion potential.



Provides up to $50,000 in sponsorship from NMTD, based on event size, and provides the opportunity to co-brand event with New Mexico True.

To participate, applicants must provide brand impressions equal to the contract amount and demonstrate advertising potential and the ability to grow the event. Events must have a marketing plan, financial plan/budget, tourist-centered website and social media, and attendee and economic impact data.


For further information or program assistance, please contact Tourism Development Department at