La Paz Shines in New York: Receives Gold Adrian Award for Travel Marketing Excellence
NEW YORK – In a ceremony celebrating the power of storytelling and emotional connection in travel, the La Paz Tourism Trust (Fideicomiso de Turismo de La Paz) was honored with a prestigious Gold Adrian Award. Presented by the Hospitality Sales & Marketing Association International (HSMAI), the award recognizes exceptional achievements in global travel marketing.
A Global Stage for "The World’s Aquarium"
The 69th annual Adrian Awards Celebration took place on February 18, 2026, at the New York Marriott Marquis. As the largest and most prestigious competition in the industry, the event brings together hospitality leaders to honor innovation in advertising, digital marketing, and public relations.
La Paz secured the Gold award in the Broadcast Integration category for its highly successful campaign, "Adventure Cities: La Paz".
Impactful Strategy: "Adventure Cities"
The winning campaign featured a nationally distributed television segment aired on Discovery Channel, FOX Sports, and various streaming platforms. The episode positioned La Paz as a premier destination for adventure and cultural authenticity by showcasing immersive local experiences:
- Marine Encounters: Swimming with whale sharks (the largest fish in the world) and sea lions.
- Sustainability & Nature: Glamping on Isla Espíritu Santo, a UNESCO World Heritage Site located in the Sea of Cortez.
- Adventure & Culture: Desert sandboarding, traditional ranch excursions, and authentic culinary storytelling.
"This campaign exemplifies how powerful storytelling and strategic broadcast integration can elevate destination awareness while delivering lasting value for local partners," stated Luz María Zepeda Esquerra, General Director at the La Paz Tourism Trust.
Commitment to Excellence
The 2025 theme, Exceptional Experience, highlighted campaigns that inspire travel through emotion and impact. For La Paz—located approximately two hours north of Cabo San Lucas—this recognition reinforces its core brand pillars of adventure, sustainability, and refined coastal escapes.