The New Mexico Tourism Department has awarded over $3.8 million in grants to 45 recipients under its FY26 Cooperative Marketing Grant Program. With 69% of funds directed toward rural areas and a record $75K to Indigenous communities, the initiative aims to elevate underserved regions. The Village of Ruidoso received the largest grant, $613,942. In total, the matched investment will inject $5.7 million into statewide tourism promotion and cultural outreach.