The purpose of the Tourism Matching Funds Program is to provide funding to TPAs to market their destination in order to increase the number of visitors and the level of spending across New York State.

The New York State Department of Economic Development has been provided with $3,450,000 to award to Tourism Promotion Agencies (“TPAs”) for the 2025 Tourism Matching Funds Program Year. The purpose of the Tourism Matching Funds Program is to provide funding to TPAs to market their destination in order to increase the number of visitors and the level of spending across New York State. The Program’s priorities are to reach new market areas and expand current programs that have the potential to result in new or sustainable overnight visitation.

Only an officially designated TPA may apply for and receive Matching Funds. Program applications are assessed against the following criteria:

• Marketing initiatives that target consumer and business travelers from 50+ miles and/or overnight visitation
• Research based programs based on identifiable marketing needs
• Alignment with New York State marketing strategy and I LOVE NEW YORK branding
• Participation in established regional programs and cross-county promotions
• Established metrics to measure return on investment
• Emphasis on digital media and online initiatives, where appropriate

For additional information on eligibility, please refer to the guidelines and application form below.

To learn more about the Tourism Matching Funds Program, please refer to the guidelines.