The Tourism Event Growth & Sustainability (TEGS) Program is offered by the New Mexico Tourism Department to support tourism-related events that promote travel and cultural experiences across the state. Designed to stimulate both in-state and out-of-state tourism, the program offers a blend of technical assistance, cooperative marketing, and direct sponsorships to eligible events that align with the "New Mexico True" brand — emphasizing adventure rooted in culture.

The application window for the FY26 cycle is open from March 19 to April 17, 2025, with submissions due by 5:00 PM Mountain Time on the final day. The grant period spans July 1, 2025, through June 30, 2026. Applications are submitted via Submittable, and applicants are encouraged to use updated versions of Chrome or Firefox browsers for compatibility. A pre-application survey is available but optional, helping applicants tailor their media requests.

To qualify, events must attract out-of-state visitors, drive in-state overnight travel, and deliver experiences that reflect the New Mexico True brand. Eligible applicants include nonprofit tourism-related organizations, for-profit organizations, municipalities, counties, and tribal governments. All applicants must work with a fiscal agent — municipalities, counties, and tribal governments may serve as their own, while for-profits and some nonprofits must partner with a government entity. Nonprofit applicants and their fiscal agents must be in good standing with the New Mexico Secretary of State and Department of Justice.

The program offers three tiers of support. The "Accelerator" tier provides technical assessments (including website and on-site audits) to help improve events, along with up to $5,000 in reimbursement-based funds for approved deliverables. The "Cooperative Marketing" tier offers a 2:1 cash-match opportunity, with the applicant contributing $5,000 and the Tourism Department providing up to $10,000 in media placement support, for a maximum total of $15,000. Applicants must submit a completed Smart Select Marketing Menu with their application. The "Sponsorship" tier offers direct support up to $50,000 based on event attendance, with requirements including brand impression targets, marketing and financial plans, tourism-focused digital presence, and impact data. Sponsorship amounts scale with event size, ranging from $5,000 for events with under 5,000 attendees to $50,000 for those over 50,000.

All awarded events must comply with New Mexico True brand guidelines. Creative materials must be approved by the Tourism Department before launch to ensure proper branding and co-marketing alignment. Further guidance and application tools are available through the department’s website, including a webinar and application resources. The program provides a strategic mechanism to amplify the visibility and sustainability of tourism events, thereby fostering economic and cultural benefits across New Mexico.