Twenty first-time partners join tourism events program for FY26

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: Category: Non-Local News Releases; Jul 15, 2025

Tourism Department issues record number of grant funding to 20 communities

SANTA FE – Now entering its fourth year, the New Mexico Tourism Department's (NMTD) Tourism Event Growth and Sustainability Program will support a record number of partner events through a record amount of grant funding in fiscal year 2026.

The Tourism Event Growth and Sustainability Program offers eligible New Mexico entities that host tourism-related events with technical assistance, marketing resources and sponsorship support for those events. For FY26, NMTD is awarding $551,702 in support to 44 events, both a record for the program.

This program offers three options of support. The first option is an event accelerator that helps tourism events level up through technical support and strategic planning. The second option is a cooperative marketing model that pools resources between NMTD and participating entities. The third option is sponsorship support for established tourism events. For FY26, 14 events will be participating in the accelerator, 10 will be participating in the marketing cooperative and 20 will be participating in the sponsorship module.

Tourism events in 20 destinations across New Mexico will be supported by this program in FY26. Of the 44 participating tourism events, 26 are hosted in communities outside of Albuquerque or Santa Fe.

"Events, fairs and festivals are essential drivers of tourism for communities of all sizes throughout New Mexico," said Acting Secretary Lancing Adams. "We're excited to get to work in helping a cohort of new and returning partners who wish to activate tourism through special events."

One example of how communities leverage these grants to improve the experience and access for residents and visitors alike happened over this past weekend at the International Folk Art Market. Through this grant program, New Mexico True was able to sponsor Community Day to provide free access to the market on the final Sunday of the event. Offering free access on the final day of the event not only encourages repeat visits to the market for folks who traveled to Santa Fe for the event, but also invites locals to share in this unique global experience.

Below is a complete list of program participants for FY26:

Event Accelerator

Smokey Bear Days

Capitan

$5,000

Route 66 Freedom Flight Ride & Cruise

Gallup

$5,000

8750' Festival

Red River

$5,000

MatanzaFest 2025

Roswell

$5,000

Chama Valley Art Festival and Studio Tour

Chama

$5,000

PinataFest

Roswell

$5,000

Lincoln Forest Renaissance Faire

Ruidoso

$5,000

Fiesta Flamenca Burqueña

Albuquerque

$5,000

Zuni MainStreet Festival

Zuni Pueblo

$5,000

Chama Christmas in the Mountains

Chama

$5,000

Oktoberfiesta 2025

Santa Fe

$5,000

Ramah Navajo Fair & Rodeo

Pinehill

$5,000

Farm House Ale Father's Day Music Festival

Bernalillo

$5,000

Desert Party 2026

Santa Fe

$5,000

Cooperative Marketing

27th Annual Main Event Car Show & Cruise

Artesia

$5,682

Red River Oktoberfest

Red River

$10,000

Vino in the Valley

Red River

$10,000

5th Annual Youth Hoop Dance Championship

Santa Fe

$9,510

Mariachi Spectacular de Albuquerque

Albuquerque

$8,510

Day of the Tread

Albuquerque

$10,000

Traditional Spanish Market

Santa Fe

$8,000

Roswell UFO Festival

Roswell

$10,000

Gila Monster Gran Fondo

Silver City

$10,000

54th Las Cruces Renaissance Arts Faire

Las Cruces

$10,000

Sponsorship

Santa Fe International Film Festival

Santa Fe

$20,000

Madrid Film Festival

Madrid

$5,000

Up & Over Trail Run Weekend

Taos Ski Valley

$5,000

Gathering of Nations Powwow

Albuquerque

$50,000

International Folk Art Market

Santa Fe

$30,000

Mt. Taylor Winter Quadrathalon

Grants

$5,000

Red Rock Balloon Rally

Gallup

$10,000

Great American Duck Race

Deming

$20,000

Santa Fe Wine & Chile Fiesta

Santa Fe

$10,000

Tour of the Gila

Silver City

$10,000

Albuquerque International Balloon Fiesta

Albuquerque

$50,000

The Observation Deck

Albuquerque

$5,000

Santa Fe Indian Market

Santa Fe

$50,000

The PASEO 2025

Taos

$10,000

DangerBird

Las Cruces

$5,000

39th Annual Festival Flamenco Albuquerque

Albuquerque

$20,000

Las Cruces Chile Drop

Las Cruces

$10,000

TommyKnocker 10

Santa Clara

$5,000

Las Cruces International Film Festival

Las Cruces

$20,000

101st Burning of Zozobra

Santa Fe

$50,000

More information about the program is available at www.NewMexico.org/industry.

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Twenty first-time partners join tourism events program for FY26

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