Market New York is a grant program established to strengthen tourism and attract visitors to New York State by promoting destinations, attractions and special events.  Funding is available for tourism marketing initiatives, the recruitment and/or execution of special events like festivals, expos, agritourism/craft beverage events and athletic tournaments, and the recruitment of business events like meetings, conferences, conventions and trade shows. 

Market New York is a grant program with funding available for eligible projects that will create an economic impact by increasing tourism throughout the state.

Entities that may apply for funding include:

• Not-for-profit corporations
• Municipalities
• Tourism promotional agencies (TPAs)
• Public benefit corporations and for-profit companies

Individuals, SUNY schools and NYS agencies are NOT eligible to apply for this grant.

Businesses must be certified in New York State. Not-for-profit corporations are subject to New York State’s Not-For-Profit Corporation Law, and must have proof of incorporation (or equivalent document) from the NYS Department of State or NYS Board of Regents, a charities registration number from the NYS Office of the Attorney General and proof of tax-exempt status under the IRS code.

• For the 2025-2026 Fiscal Year, up to $7 million will be available through Market New York.
• Market New York is a grant program established to strengthen tourism and attract visitors to New York State by promoting destinations, attractions and special events.  Funding is available for tourism marketing initiatives, the recruitment and/or execution of special events like festivals, expos, agritourism/craft beverage events and athletic tournaments, and the recruitment of business events like meetings, conferences, conventions and trade shows. The Market New York program and each funded proposal will work to support the long-term strategic plans for economic growth as put forth by the Regional Economic Development Councils (REDCs).
• 50% match is required for working capital/marketing projects, with a $50,000 minimum request.\

NEW Updates! 

• Eligibility for Existing Awardees: Organizations with an "Active Market New York Project" are ineligible to apply for new awards. An “active project” is considered active until a Final Payment Request and all required final reporting have been accepted by the Department.
• SFS Prequalification: All Not-for-Profits must achieve "Prequalified" status in the Statewide Financial System (SFS) by the application closing date, or they will be determined ineligible. 
• Public-Facing Project Start Dates: To ensure internal processing, the earliest date for the announcement/launch of public-facing project elements (e.g., marketing campaigns or event execution) is three months after the official Market New York award date. 

Reminder!

• Tourism Capital Projects: To provide program consistency and make a larger pot of funding available for tourism projects, tourism capital funding has been incorporated into the Regional Council Capital Funds Program.
  • Applicants looking to apply for tourism capital can find more information at: https://esd.ny.gov/regional-council-capital-fund-program .
• Read the Market New York – Round 16 Guidelines
• Read Frequently Asked Questions
• For more information about I LOVE NEW YORK visit: www.iloveny.com.
• For more information about the REDCs visit regionalcouncils.ny.gov.
• For more information about New York State Tourism Promotion Agencies click here.
• For more information about Market New York please contact New York State Division of Tourism staff at [email protected].

Market New York applicants are required to submit project proposals through the Consolidated Funding Application (CFA). 

Important Dates:

June 1, 2026: CFA portal/application access opens. 

Late Fall/Winter of 2026: Awards are expected to be announced. Applicants will be notified of their award status via email, so there is no need to contact the department for updates; all applicants will receive an email notification.

July 31, 2026, at 4 p.m. EST: Round 16 of the CFA closes; no applications are accepted after this time or outside of the CFA, no exceptions. 

For more information about Market New York and the next round of funding, please contact New York State Division of Tourism staff at [email protected]