New Mexico is accelerating preparations for the 2026 centennial of Route 66, awarding more than $1.3 million in grants to communities along the historic highway to boost marketing efforts, fund special events and improve infrastructure.
The New Mexico Tourism Department announced last week that it has distributed $1,306,097 in the second round of its Route 66 Centennial Grant Program, marking a significant investment as the state positions itself to capitalize on what officials expect to be a surge in tourism interest surrounding the milestone anniversary.
The funding represents a strategic shift from last year’s approach. While the inaugural 2025 program emphasized infrastructure improvements with over $1 million allocated to physical upgrades, this year’s grants prioritize marketing and special events as the centennial approaches.
“Promoting the Route 66 centennial and preparing the state for this milestone was a strategic focus for the Tourism Department this past fiscal year and will continue to be so this year as well,” said Acting Secretary Lancing Adams. “Awareness and interest in the Route 66 centennial continue to grow among domestic and international travelers and we fully intend to capitalize on this momentum.”
The largest portion of funding — $752,538 — was allocated for marketing and promotion efforts across various entities, including Visit Albuquerque, TOURISM Santa Fe and several cities and pueblos along the route. This represents nearly double the $400,000 dedicated to marketing in the program’s first year.
Infrastructure improvements received $423,559, funding projects ranging from festoon lighting in Albuquerque’s Highland Neighborhood to a “Route 66 Musical Road” in Santa Rosa and vintage gas station restoration in the Village of Milan.
Special events garnered $130,000, supporting festivals and celebrations from Albuquerque’s Route 66 Summerfest to the Pecos Sunflower Festival. The funding nearly doubled from last year’s $70,000 allocation for events.
Early investments from the program’s first year are already visible to travelers. Gallup used its 2025 funding to create improved wayfinding and commission a Route 66-themed mural by artist Eric Sarracino in Historic Downtown. In Albuquerque, the Historic Old Town Association is completing a neon entrance archway at Old Town’s south end.
“NMTD emphasized grant funding for marketing and special events for FY26 to better align with the awareness-building and inspiration phase of the leisure travel planning process,” department officials explained in announcing the awards.
Grant recipients span the breadth of New Mexico’s Route 66 corridor, from the Navajo Nation Tourism Department to small villages like Tijeras and Milan. Eligible applicants included nonprofit tourism organizations, municipalities, county and tribal governments, and special districts that could demonstrate a clear connection to Route 66’s significance.
Notable special event funding includes $30,000 for the New Mexico State Fair, $20,000 for Albuquerque’s Gathering of Nations and $15,000 for Santa Fe’s Día de los Muertos celebration on the plaza.
All projects funded through the program must be planned or completed by June 15, 2026, ensuring they’re ready for the centennial celebration.
Route 66, often called “America’s Mother Road,” was established in 1926 as one of the original U.S. highways. The 2,448-mile route connected Chicago to Los Angeles, passing through eight states, with New Mexico holding a significant portion of the historic highway.
The centennial anniversary is expected to draw increased domestic and international tourism interest, positioning New Mexico’s Route 66 communities to benefit from heightened attention to the legendary highway’s cultural and historical significance.
More information about the Route 66 Centennial Grant Program is available on the New Mexico Tourism Department website.
