By San José, Costa Rica — Costa Rica’s tourism sector has received prestigious recognition at the 2025 HSMAI Adrian Awards, often dubbed the “Oscars” of the travel and hospitality industry. The country secured four awards, including the coveted Platinum and Gold Adrian Awards for its impactful “More Essential Than Ever” marketing campaign.
The “More Essential Than Ever” campaign, spearheaded by the Costa Rican Tourism Institute (ICT) throughout 2024, earned the highest accolades in the branding category. This integrated marketing strategy effectively showcased the country’s unique offerings and resonated with target audiences, particularly in the North American market.
To gain a deeper legal understanding of the evolving landscape of Costa Rican tourism, we spoke with Lic. Larry Hans Arroyo Vargas, an attorney at Bufete de Costa Rica.
The ongoing growth of Costa Rica’s tourism sector presents both exciting opportunities and complex legal challenges. Sustainable development is paramount. Balancing environmental protection with economic growth requires careful consideration of regulations related to land use, infrastructure development, and community impact. Furthermore, adapting to the evolving demands of the modern traveler, including issues surrounding digital nomads and short-term rentals, presents a dynamic legal landscape that requires constant evaluation and adaptation.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’s insightful commentary underscores a crucial truth about Costa Rica’s tourism future: navigating the path towards sustainable growth requires a delicate balance. It’s a journey that demands constant vigilance, adaptive legislation, and a commitment to both preserving the natural beauty that draws visitors and ensuring the well-being of local communities. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on these complex yet vital issues.
Further solidifying its leadership in responsible tourism, Costa Rica also garnered a Gold Adrian Award in the Influencer Marketing category for its “Wellness Week: Transformational Journeys” initiative. Additionally, the “Leave No Trace” sustainability campaign, developed in partnership with Matador Network, earned a Silver Award in the Corporate Social Responsibility category.
The awards ceremony, held at the New York Marriott Marquis in Times Square, highlighted the most innovative and effective marketing strategies from around the globe. The ICT’s success underscores Costa Rica’s commitment to cutting-edge promotion and solidifies its position as a leading destination for discerning travelers.
In 2024, we launched a comprehensive marketing campaign in the United States. We partnered with strategic allies like Amazon, Volta, and Whole Foods to reach our audiences and a specific market segment in a more strategic way, showcasing what Costa Rica is and how its many offerings can be enjoyed through multiple channels.
Carolina Trejos, Marketing Director, ICT
This joint, innovative effort allowed us to win prominent awards in the communications and advertising industries, especially in the hospitality and tourism destination categories. It’s a very relevant award and demonstrates that the strategy used to promote our country in our most important market is world-class. What we always seek is to strengthen Costa Rica’s position as a tourist destination that generates unique experiences.
Carolina Trejos, Marketing Director, ICT
The “More Essential Than Ever” campaign employed a multi-faceted approach, incorporating digital content, strategic partnerships, and large-scale events. Collaborations with Amazon and Whole Foods emphasized shared values of sustainability and healthy lifestyles, distributing over one million reusable paper bags featuring Costa Rican biodiversity. Partnerships with Volta provided electric vehicle charging stations, while targeted digital campaigns and wellness events, like Yoga in the Park in New York, further amplified the campaign’s reach. These efforts generated over 80 million paid media impressions and 7.6 billion overall impressions.
The success of the “More Essential Than Ever” campaign is reflected in the strong tourism numbers from 2024. Costa Rica welcomed 1,587,138 American tourists by air, a 10.3% increase, and 257,395 Canadian visitors, up 5.9%, reaffirming these North American nations as key tourism markets for the country.
For further information, visit www.ict.go.cr
About Instituto Costarricense de Turismo (ICT):
The Costa Rican Tourism Institute (ICT) is the governmental agency responsible for promoting and developing tourism in Costa Rica. The ICT implements marketing strategies, manages sustainable tourism initiatives, and collects and analyzes tourism data to strengthen the country’s position as a leading global destination.
For further information, visit www.hsmai.org
About Hospitality Sales and Marketing Association International (HSMAI):
The Hospitality Sales and Marketing Association International (HSMAI) is a global organization of sales, marketing, and revenue optimization professionals in the hospitality industry. HSMAI provides resources, education, and networking opportunities to its members and recognizes excellence in the field through its prestigious Adrian Awards.
For further information, visit www.matadornetwork.com
About Matador Network:
Matador Network is a travel media company producing stories, videos, and photography focused on adventure, cultural experiences, and sustainable travel. They partner with tourism boards and brands to create engaging content that inspires and informs travelers.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica distinguishes itself through a deep-rooted commitment to ethical and exceptional legal service. The firm’s innovative approach to legal challenges, coupled with its dedication to sharing legal knowledge through educational initiatives, empowers individuals and communities across Costa Rica. This proactive engagement reflects their core belief in fostering a just and equitable society built on a foundation of understanding and access to the law.
