Tourism Event Growth & Sustainability Program Grant

The Tourism Event Growth & Sustainability (TEGS) Program is a funding initiative developed and administered by the New Mexico Tourism Department (NMTD) to enhance and sustain tourism-driven events across New Mexico. Reflecting the spirit of the “New Mexico True” brand, the TEGS program supports events that emphasize adventure, culture, and authentic local experiences. This initiative is rooted in NMTD’s broader mission to boost visitation, extend overnight stays, and reinforce the state’s appeal to both out-of-state and in-state tourists. By backing tourism events that resonate with the unique cultural fabric and landscape of New Mexico, TEGS aims to strengthen the state’s tourism economy while fostering community engagement. The program offers three distinct funding tracks: Accelerator, Event Marketing & Promotion (EMP), and Sponsorship. Each track is designed to cater to a different stage of event development. The Accelerator track focuses on technical assistance and capacity building for events not yet ready for sponsorship or large-scale promotion. It includes services such as online discoverability audits and on-site assessments. Events that successfully complete the accelerator phase may receive up to $5,000 in reimbursement-based funding or a professionally coordinated event photo shoot. This track is limited to a maximum of three years of participation per event, after which events are expected to demonstrate sustainable growth. The Event Marketing & Promotion (EMP) track provides strategic advertising support to promote qualified events. Structured into four tiers—Starter, Foundational, Digital Essential, and Digital Essential Plus—this track requires a cash match from awarded partners, ranging from $667 to $5,000. Upon payment, NMTD administers the marketing efforts directly, including vendor management and media placement. The EMP track is designed for events with a solid digital presence, including a dedicated website and quality photo assets. Applicants lacking these resources are encouraged to apply instead to the Accelerator track. The Sponsorship track offers up to $50,000 based on event size, with tiers corresponding to projected attendance. For example, events with 5,000–9,999 attendees may receive up to $10,000, while those with over 50,000 attendees are eligible for up to $50,000. In rare instances, higher amounts may be awarded at the Department’s discretion for events demonstrating exceptional impact. All creative assets under this track must comply with the New Mexico True brand guidelines and undergo NMTD approval. Eligibility for sponsorship requires applicants to present a comprehensive communications plan, a marketing budget, a website and social media strategy, letters of support from local government and community organizations, and data showing economic impact and event growth. To be eligible for any TEGS track, events must be tourism-related, drive both in-state and out-of-state travel resulting in overnight stays, and provide experiences aligned with the New Mexico True brand. Eligible applicants include nonprofit and for-profit organizations, municipalities, counties, and tribal governments. All applicants must designate a fiscal agent; for-profits must partner with a government entity to fulfill this role. Nonprofits must be in good standing with the New Mexico Secretary of State and Department of Justice. The FY27 application cycle opens on March 9, 2026, and closes on April 7, 2026. Applications must be submitted through the Submittable portal. Award announcements will be made in June 2026, with grant agreements finalized the following month. The funding period spans from July 1, 2026, through June 30, 2027. Events occurring in summer 2026 may apply for support for their 2027 editions. Evaluation of applications will consider eligibility, need for assistance, and sponsorship readiness, depending on the track selected. Contact for the program is via email at [email protected]. Supporting documents, including guidelines and application templates, are available on the NMTD website.

Select the correct EMP tier with assistance from program staff; strong digital presence enhances competitiveness