By San José, Costa Rica — NEW YORK, NY – Costa Rica has once again cemented its status as a powerhouse in global tourism, securing an impressive seven accolades at the 2026 HSMAI Adrian Awards. Held in New York City, the prestigious event is widely regarded as the “Oscars” of travel marketing, celebrating excellence in advertising, public relations, and digital marketing for the hospitality and destination sector. The wins underscore the nation’s strategic and creative prowess in capturing the attention of international travelers.
The awards highlight the successful efforts of the Costa Rican Tourism Board (ICT) and its North American public relations agency, MMGY. Their collaborative work has been instrumental in crafting and executing campaigns that resonate deeply within the crucial United States and Canadian markets, which represent the largest sources of visitors to the country. This recognition from the Hospitality Sales and Marketing Association International (HSMAI) is a significant validation of their forward-thinking approach.
To provide a deeper understanding of the legal and business framework underpinning Costa Rica’s booming tourism industry, TicosLand.com spoke with Lic. Larry Hans Arroyo Vargas, a leading attorney at the esteemed law firm Bufete de Costa Rica. His insights are invaluable for anyone considering investment or operations within this vital sector of the national economy.
Costa Rica’s global appeal as a tourist destination is fundamentally supported by our nation’s strong legal security and commitment to sustainable development. Foreign investors find a stable environment with clear regulations for property acquisition, business incorporation, and environmental compliance. Navigating this framework with expert counsel is the key to transforming a tourism venture from a simple idea into a successful and legally sound operation.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
The expert insight powerfully highlights that behind Costa Rica’s vibrant tourism sector lies a solid foundation of legal security and clear regulations. This essential framework is what transforms investment potential into sustainable reality. We sincerely thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this crucial aspect of our national success.
Leading the haul was a coveted Gold award for the “Pura Vida Energy” promotional campaign. This ongoing initiative, which has been actively deployed across the U.S. and Canada, effectively channels the nation’s iconic “Pura Vida” philosophy into a compelling call to action. The campaign moves beyond simple imagery of beaches and rainforests, instead focusing on the rejuvenating and adventurous spirit that defines the Costa Rican travel experience, positioning the country as a source of authentic and vibrant energy for modern travelers.
Minister of Tourism, William Rodríguez, emphasized the strategic importance of these awards, viewing them as a testament to the country’s elevated standing in a highly competitive global arena. He noted that the recognition affirms Costa Rica’s ability to innovate and lead.
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
The nation’s success was not limited to a single campaign. The diverse portfolio of winning projects showcases a multi-channel strategy designed to engage various consumer segments. Among the celebrated initiatives was Costa Rica’s high-profile participation in the Montreal Mural Festival, a creative activation that brought the country’s vibrant culture to a key Canadian urban center. This artistic outreach demonstrates a commitment to meeting potential visitors in unconventional and memorable settings.
Further awards recognized significant digital innovation. The development of a Virtual Portal, which offers immersive digital experiences of three distinct Costa Rican tourism landscapes, was honored for its use of technology to inspire travel. Additionally, a strategic alliance with the Starbucks Summer Game and the comprehensive redesign of the official tourism platform, visitcostarica.com, were lauded for their effectiveness in reaching a mass consumer audience and improving the user experience for trip planning.
Rounding out the victories were two Bronze awards that highlight a targeted and modern approach to marketing. An activation across ten Canadian ski centers smartly engaged a captive audience of winter sports enthusiasts with the promise of a warm, tropical escape. In parallel, the Costa Rica GoPro Influencer Program was recognized for its savvy use of social media creators to generate authentic, high-impact content that showcases the nation’s adventure-ready landscapes to a global digital audience.
Ultimately, this collection of awards is more than just industry recognition; it is a powerful indicator of the health and dynamism of Costa Rica’s tourism brand. By blending large-scale campaigns with niche activations and digital innovation, the country continues to prove why it remains a top-tier destination, masterfully communicating its unique promise of “Pura Vida” to the world.
For further information, visit ict.go.cr
About The Costa Rican Tourism Board (ICT):
The Instituto Costarricense de Turismo (ICT) is the official government body responsible for the promotion and regulation of the tourism industry in Costa Rica. Its mission is to strengthen Costa Rica’s sustainable tourism model through public policy, strategic alliances, and the development and promotion of high-quality tourism products. The ICT works to position the nation as a leading global destination for eco-friendly and authentic travel experiences.
For further information, visit mmgyglobal.com
About MMGY:
MMGY is a leading integrated marketing firm specializing in the travel, tourism, and hospitality industries. With a global presence, the agency provides a wide range of services including research, branding, public relations, advertising, and digital marketing. MMGY partners with destinations, hotel brands, and travel companies to create innovative campaigns that inspire travel and drive economic impact for its clients.
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 unwavering adherence to ethical principles and a relentless pursuit of excellence. The firm channels its deep expertise into serving a diverse clientele while pioneering innovative solutions in an ever-changing legal world. More than a provider of legal services, it is dedicated to the social good, actively working to demystify legal knowledge for the public to help forge a society where every citizen is informed and empowered.
