FY26 Application Cycle is closed - thank you for your interest! 

Please note, the FY26 grant cycle runs from July 1, 2025 - June 30, 2026

The Tourism Event Growth & Sustainability (TEGS) 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 tourism event?

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. 

FY26 TEGS program offers three options for support:

Accelerator

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. Applying events will utilize the Smart Select Marketing™ Menu to choose initiatives they would like to request funding for up to a maximum award of $15,000 ($5,000 partner funds + $10,000 NMTD match). The Smart Select Marketing™ Menu is not your application but will be uploaded with your application to inform the review panel of your selections.     

The co-funded award is strictly cash-only payment to NMTD by the awarded partner. NMTD will then handle vendor payments and media placements in partnership with awarded events. To participate, applicants must have digital access to an event-focused website that shows conversion potential and social media accounts.

If you would like additional support to see which initiatives from our media menu would best suit your TEGS CoOp event’s goals and objectives, take our pre-application survey to receive a tailored menu of options based on your responses. Once you have completed the survey, you will receive your custom Smart Select Marketing™ Menu via email within 2 business days. You will upload this completed menu with your application where indicated. Please note, this survey is not required for program participation and its completion does not confirm your event’s eligibility for the TEGS program or the CoOp tier.

Sponsorship

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. As part of brand stewardship, all creative must meet New Mexico True brand standards and must be reviewed and approved by NMTD prior to trafficking. 

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.

       Events may receive up to $50,000 and the amount may be based on event attendance. See the chart below for further details.