The FY26 Cooperative Marketing & Advertising Grant Program (CoOp), administered by the New Mexico Tourism Department (NMTD), is designed to amplify the state’s tourism economy through co-funded, co-branded marketing initiatives. This program helps local and tribal governments and tourism-focused nonprofit organizations and attractions extend their marketing reach and effectiveness by leveraging the New Mexico True brand. The program is part of the state’s larger tourism strategy to align local efforts with a statewide brand narrative centered on authentic adventure and cultural richness.

Participation in the FY26 CoOp program is contingent upon completing a mandatory Pre-Application Survey, which opened on February 3 and closed on February 26, 2025. This survey helps NMTD understand applicants' goals and objectives, ensuring tailored support throughout the process. Only those who submitted the survey are eligible to apply for the FY26 cycle. The formal application period opens on March 11, 2025, and closes on April 8, 2025. Applications must be submitted via the Submittable platform. Paper or PDF applications will not be accepted.

The CoOp program offers a 2:1 matching investment for all awarded Media Menu Program (MMP) initiatives and potentially up to a 2:1 match for Flex initiatives, pending the outcomes of the 2025 New Mexico Legislative Session. Applicants select from customized media menus developed around their individual priorities and goals. These menus may include digital advertising, creative content production, social media, and travel attribution campaigns. All co-branded materials must comply with New Mexico True brand standards, and the department provides hands-on support from strategic planning to execution.

Eligible applicants include local and tribal governments and nonprofit organizations directly involved in tourism. Awarded applicants will benefit from enhanced media buying power, consistent brand visibility, expert marketing support, and robust performance reporting to evaluate the success of funded initiatives. These marketing initiatives are intended to enhance the visibility of local destinations, attractions, and experiences in a unified statewide tourism marketing effort.

For those interested in event-specific assistance including technical, marketing, or sponsorship support, the New Mexico Tourism Department offers a separate but related opportunity under the Tourism Event Growth & Sustainability (TEGS) Program.