La Paz Tourism Trust Honored with Prestigious Gold Adrian Award for Outstanding Travel Marketing
The Hospitality Sales & Marketing Association International (HSMAI) has recognized La Paz Tourism Trust with a Gold Adrian Award for marketing excellence. The honor was presented at the 2026 Adrian Awards Celebration, held on February 18 at the New York Marriott Marquis.
Celebrating 69 Years of Travel Marketing Excellence
Now in its 69th year, the Adrian Awards represent the largest and most prestigious competition dedicated to travel marketing worldwide. The awards recognize exceptional achievements across multiple categories including advertising, digital marketing, public relations, communications, and integrated campaigns. Recent expansions have added recognition for influencer marketing, reputation management, affiliate strategies, and broadcast integration.
Gold Award for Broadcast Integration Campaign
La Paz Tourism Trust received the Gold Adrian Award in the Broadcast Integration category for its innovative "Adventure Cities: La Paz" campaign. The nationally distributed television feature aired on Discovery Channel, FOX Sports, and multiple streaming platforms, successfully positioning La Paz, Mexico as a premier destination for adventure and cultural experiences.
The campaign showcased immersive experiences including:
- Swimming with whale sharks and sea lions
- Glamping on Isla Espíritu Santo
- Desert sandboarding adventures
- Authentic ranch excursions
- Culinary storytelling experiences
The integration delivered extended broadcast reruns, streaming distribution, and high-impact digital amplification, effectively reinforcing La Paz's brand pillars of adventure, sustainability, and cultural authenticity.
Global Recognition for Strategic Storytelling
"We are honored to see La Paz recognized on this global stage," said Luz María Zepeda Esquerra, General Director at La Paz Tourism Trust (Fideicomiso de Turismo de La Paz). "This campaign exemplifies how powerful storytelling and strategic broadcast integration can elevate destination awareness while delivering lasting value for local partners and tourism stakeholders."
The 2025 theme, "Exceptional Experience," celebrates campaigns that go beyond simply promoting destinations, highlighting the power of storytelling, emotion, and experience in inspiring travel decisions and shaping unforgettable journeys.
Setting New Standards in Travel Marketing
"The Adrian Awards showcase the work that sets new standards in travel marketing," said Brian Hicks, president and CEO of HSMAI. "This year's winners represent the ingenuity and passion that continue to elevate the global travel experience."
The Adrian Awards Celebration brings together top hospitality and travel marketing leaders with their creative partners for an evening of inspiration and recognition. Winning entries will be featured in the official Adrian Awards Winners Gallery following the event.
The recognition comes as La Paz continues to establish itself as a leading destination for adventure tourism, combining natural beauty with authentic cultural experiences that resonate with modern travelers seeking meaningful connections and sustainable travel options.
