Tourism Department boosts rural tourism development through cooperative marketing grant program
SANTA FE – At a time where more US travelers are shifting towards shorter-duration and lower-cost trips, the Land of Enchantment is primed to capitalize on these noteworthy travel trades through the New Mexico Tourism Department’s Cooperative Marketing Grant Program.
According to the US Travel Association, American travelers continue to prioritize travel but with a shift towards regional and drive markets in response to growing travel-related costs.
Tourism offers one of the most effective forms of economic development for rural communities, which is why NMTD is dedicating over two-thirds of its grant funds to rural destinations in FY27, totaling $2,631,150.
“Knowing there remains a strong desire for travel during otherwise uncertain times, New Mexico has reason to be optimistic for promoting tourism,” said Acting Tourism Secretary Lancing Adams. “By pooling resources for tourism promotion through the Cooperative Marketing Grant Program, we’re empowering ourselves to capitalize on this opportunity.
In total, NMTD is granting $3,854,324 to 48 tourism-related organizations to support more localized tourism promotion campaigns. NMTD is again implementing a 2-to-1 cost share model, meaning the department is committing $2 in grant funding for every $1 committed by the recipient. The total media value created by this program for FY27 totals nearly $5.8 million.
NMTD welcomes Lincoln County, Sandia Pueblo and the Village of Jemez Springs as first-time participants to the program for FY27. With the addition of Sandia Pueblo, NMTD is supporting five Native American entities in FY27 for a total of $149,585 in grant funding.
View the complete list of FY27 recipients for the Cooperative Marketing Grant Program below:
| FY27 COOPERATIVE MARKETING PROGRAM AWARDS | |
| Entity Name | Award |
| Acoma Haak'u Foundation | $12,000.00 |
| Artesia Chamber of Commerce | $8,000.00 |
| City of Alamogordo | $217,298.00 |
| City of Clovis | $42,533.00 |
| City of Deming | $83,458.00 |
| City of Gallup | $148,310.00 |
| City of Grants | $73,740.00 |
| City of Las Vegas | $170,952.00 |
| City of Roswell | $74,787.33 |
| City of Socorro | $25,996.00 |
| City of Truth or Consequences | $96,166.00 |
| Cloudcroft Chamber of Commerce | $5,758.00 |
| El Rancho de las Golondrinas | $9,250.00 |
| Grant County | $70,220.67 |
| Indian Pueblo Cultural Center | $4,228.00 |
| Lincoln County/City of Ruidoso Downs | $130,250.00 |
| Lordsburg Economic Advancement Project | $27,314.00 |
| Los Alamos County | $100,100.00 |
| National Ghost Ranch Foundation | $70,514.00 |
| National Institute of Flamenco | $12,180.00 |
| Navajo Tourism Department | $64,274.00 |
| New Mexico Bed & Breakfast Association | $8,726.00 |
| New Mexico Department of Cultural Affairs | $111,180.00 |
| New Mexico State Parks | $40,446.00 |
| Pecos Business Association | $19,098.00 |
| Pueblo of Picuris | $8,390.00 |
| Sandia Pueblo | $60,966.00 |
| Sandoval County Tourism Alliance | $17,566.00 |
| Santa Fe Children's Museum | $21,200.00 |
| Santa Fe County | $272,882.00 |
| Ski New Mexico | $35,073.00 |
| State of New Mexico Aviation Division | $47,200.00 |
| Taos Ski Valley Chamber of Commerce | $15,333.00 |
| The Santa Fe Opera | $39,200.00 |
| TOURISM Santa Fe | $161,933.00 |
| Town of Edgewood | $4,602.95 |
| Town of Mesilla | $27,073.00 |
| Town of Red River | $73,940.00 |
| Town of Silver City | $95,000.00 |
| Town of Taos | $96,620.00 |
| Village of Angel Fire | $10,420.00 |
| Village of Chama | $39,367.00 |
| Village of Jemez Springs | $39,380.00 |
| Village of Logan | $32,883.00 |
| Village of Ruidoso | $503,906.00 |
| Visit Albuquerque | $451,360.00 |
| Visit Farmington | $106,391.33 |
| Visit Questa | $66,859.00 |
| Total Awarded | $3,854,324.28 |
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