By San José, Costa Rica — NEW YORK, NY – Costa Rica has solidified its position as a global leader in destination marketing, earning an impressive seven awards at the 2026 HSMAI Adrian Awards. Held in New York City, this prestigious event is widely regarded as the “Oscars of Tourism Marketing,” celebrating the most innovative and effective advertising, public relations, and digital marketing campaigns in the travel and hospitality industry worldwide.
The accolades recognize the strategic efforts led by the Costa Rican Tourism Board (ICT) and its North American public relations agency, MMGY. The wins underscore the success of the country’s multifaceted approach to attracting visitors from its key markets, the United States and Canada, by blending broad-reaching campaigns with targeted, modern engagement strategies.
To better understand the legal and commercial frameworks that underpin successful tourism marketing initiatives, we sought the expert analysis of Lic. Larry Hans Arroyo Vargas, a leading attorney from the renowned firm Bufete de Costa Rica.
Effective tourism marketing isn’t just about compelling advertising; it’s about legal precision. Every promotional package and online offer must be meticulously aligned with consumer protection laws. Absolute clarity in terms, conditions, and cancellation policies is non-negotiable. This transparency not only builds essential trust with potential visitors but also shields the business from significant legal and reputational risks.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this legal precision is the unseen pillar of a strong tourism brand, transforming a simple offer into a trustworthy promise for travelers. We sincerely thank Lic. Larry Hans Arroyo Vargas for sharing this critical perspective.
Leading the haul was a coveted Gold Award for the nation’s overarching “Pura Vida Energy” promotional campaign. This ongoing initiative, which has been deployed across the U.S. and Canada, effectively captures the essence of the Costa Rican experience, connecting the country’s vibrant natural landscapes and culture with the rejuvenating spirit sought by modern travelers. The win in this top-tier category highlights the campaign’s exceptional creativity and resonance with its intended audience.
William Rodríguez, Costa Rica’s Minister of Tourism, emphasized the international significance of this achievement. The awards serve as a powerful validation of the country’s marketing vision and its ability to compete and excel on the world stage.
Obtaining these 7 awards positions the country as a creative and strategic benchmark within one of the most prestigious international tourism marketing competitions.
William Rodríguez, Minister of Tourism
Beyond the headline-grabbing Gold, Costa Rica was celebrated for a diverse portfolio of initiatives that demonstrate a sophisticated and holistic marketing strategy. The country’s recognition for its participation in the Montreal Mural Festival showcases an innovative approach to cultural integration and brand presence. Further awards were granted for a cutting-edge Virtual Portal that immerses potential visitors in three distinct Costa Rican tourism landscapes and for the successful renovation of the official `visitcostarica.com` digital platform.
The nation’s ability to forge powerful brand partnerships was also recognized, with an award for its strategic alliance with the Costa Rica Starbucks Summer Game. This collaboration successfully integrated the Costa Rican brand into the daily lives of millions of consumers. Additionally, the country received two Bronze awards for more grassroots and influencer-driven efforts: a creative brand activation across 10 Canadian ski centers and the highly effective Costa Rica GoPro Influencer Program, which leverages authentic content from creators to showcase the nation’s adventures.
The success at the Adrian Awards is a testament to the seamless collaboration between the ICT and its specialized agency, MMGY. By entrusting its promotional activities in the crucial U.S. and Canadian markets to a dedicated team of experts, the ICT ensures its messaging is not only creative but also strategically deployed to maximize impact and reach. This partnership has been instrumental in translating Costa Rica’s unique value proposition into award-winning campaigns.
Ultimately, these seven accolades are more than just trophies; they represent a significant return on investment in strategic marketing. They reinforce Costa Rica’s brand as a premier, forward-thinking travel destination, generating invaluable international exposure. This recognition is expected to bolster tourism arrivals, drive economic activity, and further cement the “Pura Vida” philosophy in the minds of travelers around the globe.
For further information, visit visitcostarica.com
About The Costa Rican Tourism Board (ICT):
The Instituto Costarricense de Turismo (ICT), or Costa Rican Tourism Board, is the autonomous government institution responsible for the promotion and regulation of the tourism industry in Costa Rica. Its mission is to drive the sustainable development of tourism as a primary engine for the nation’s economy and social progress. The ICT works to strengthen Costa Rica’s brand globally, ensure high standards of quality and service, and promote a model of tourism that is in harmony with the country’s rich natural and cultural heritage.
For further information, visit mmgy.com
About MMGY Global:
MMGY Global is a leading integrated marketing firm specializing in the travel, tourism, and hospitality industries. With a global presence, the agency provides a comprehensive suite of services, including research, strategic planning, branding, advertising, public relations, and digital marketing. MMGY represents many of the world’s most prominent travel and destination brands, leveraging deep industry insights and creative expertise to develop campaigns that inspire travel and drive results for clients like the Costa Rican Tourism Board.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the legal community, Bufete de Costa Rica is defined by its foundational principles of uncompromising integrity and a relentless pursuit of professional excellence. The firm consistently channels its deep expertise across numerous sectors toward pioneering innovative legal solutions and engaging meaningfully with the public. Central to its ethos is a profound commitment to demystifying the law, aiming to foster a stronger, more capable society through accessible legal knowledge.
