The US Tourism Industry Shines at HSMAI’s 69th Annual Adrian Awards: Top Campaigns, Visionary Minds, and Unforgettable Achievements in Travel Marketing

Written By: Tuhin Sarkar

Tuhin Sarkar

Tuhin Sarkar is a Senior Journalist at Travel and Tour World with more than 10 years of experience in travel and tourism journalism. A post-graduate in Journalism and Mass Communication from Jadavpur University, he combines strong research, industry knowledge and storytelling expertise to produce engaging, insightful and impactful travel news and fascinating feature stories.

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February 20, 2026 05:40 GMT+5:30

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The HSMAI Adrian Awards, one of the US travel industry’s most prestigious events, celebrated the best in marketing and advertising at the New York Marriott Marquis on February 18, 2026. The event recognized the most impactful campaigns, the Top 25 Extraordinary Minds, and trailblazing leaders who have left an indelible mark on the US tourism sector. This year’s awards had a clear focus on exceptional experiences, showcasing the power of storytelling, innovative campaigns, and purpose-driven initiatives that are reshaping the future of travel in the USA and across the Americas.

With over 500 industry leaders and agency executives in attendance, the awards ceremony not only celebrated outstanding achievements in travel marketing but also highlighted how US tourism continues to evolve, adapt, and thrive. From luxury hotel brands to destination marketing organizations, the Adrian Awards displayed the creativity, passion, and impact of the people shaping America’s tourism landscape.

HSMAI Adrian Awards 2026: Celebrating the Trailblazers of the US Tourism Industry

This year’s Adrian Awards ceremony stood out as a defining moment in the US tourism sector. The Adrian Awards have long been a symbol of excellence in travel marketing, and 2026 was no exception. The HSMAI Adrian Awards celebrated the industry’s boldest ideas, most transformative marketing campaigns, and the top marketers who are making waves in the US tourism industry. The night was filled with incredible stories, from top-tier destinations to cutting-edge campaigns that have reshaped how consumers experience US tourism.

This year, the HSMAI Adrian Awards introduced a refreshed awards structure, with 30 entry categories organized by media type: Paid, Earned, Owned, and Multi-Channel/Integrated Marketing. The Platinum, Gold, Silver, and Bronze honors highlighted the best of the US tourism marketing sector, with Platinum winners being announced live at the celebration. From these Platinum honorees, Best of Show awards were unveiled on stage, recognizing the most exceptional work in each media category.

As Brian Hicks, President & CEO of HSMAI, stated, “Each year, the Adrian Awards remind us that travel marketing is about far more than promotion — it’s about connection, emotion, and impact. The exceptional work we’re honoring tonight elevates brands and destinations and resonates deeply with audiences. We celebrate the marketers and organizations who continue to push US tourism forward and redefine what exceptional looks like.”

HSMAI Adrian Award Winners: Shaping the Future of US Travel Marketing

The HSMAI Adrian Awards honored several trailblazing campaigns and outstanding marketers who have made an indelible impact on US tourism. Among the Platinum winners were:

• Earned Media:
  • Connecticut Office of Statewide Marketing & Tourism and Adams & Knight for the “Pizza Capital of the U.S.” campaign, which generated buzz and highlighted Connecticut’s unique gastronomic tourism.
  • Marriott International and 160over90 for their Marriott Bonvoy X Courtyard by Marriott’s “Find the Real Jason Kelce Contest”, which captivated audiences across the nation.
  • Discover The Palm Beaches for their “Palm Royale-ty” Set-Jetting FAM in The Palm Beaches, a campaign that blended luxury travel with exclusive set experiences.
• Owned Media:
  • Marriott International — The Ritz-Carlton Hotel Company for “Late Checkout: A Ritz-Carlton Story”, which immersed audiences in the timeless luxury of the Ritz-Carlton experience.
  • Cody Yellowstone for their “Social Media is WILD Forever” campaign, capturing the spirit of Yellowstone through authentic, raw content.
  • The Dunes on The Waterfront for “From 11K to 40K: How Influencer Storytelling Transformed The Dunes”, showing the powerful influence of social media marketing in US tourism.
• Paid Media:
  • West Virginia Department of Tourism and Miles Partnership for “Screen Free Summer”, a campaign highlighting the natural beauty of West Virginia.
  • MSC Cruises and Lou Hammond Group for their TODAY Show on MSC World America, creating a connection between luxury cruising and American consumers.
• Multi-Channel/Integrated Marketing:
  • Hotel del Coronado, Curio Collection by Hilton for “Relaunching an Icon”, a campaign focused on the iconic San Diego hotel, blending history with modern luxury.
  • Visit Lake Tahoe and Noble Studios for “Rules to Lake By”, a campaign showcasing the outdoor beauty and adventure tourism of Lake Tahoe.

These award-winning campaigns have not only raised the profile of their respective destinations but also redefined how tourism marketing is approached in the US tourism sector. They demonstrate the power of storytelling, creative thinking, and integrated strategies to engage travelers and strengthen brands.

The Best of the Best: HSMAI Adrian Award Best of Show Winners

The Best of Show awards, presented to the most outstanding work in each media category, were announced on stage at the Adrian Awards Celebration:

• Earned Media: Marriott International and 160over90 for the Marriott Bonvoy X Courtyard by Marriott’s “Find the Real Jason Kelce Contest”.
• Owned Media: Marriott International — The Ritz-Carlton Hotel Company for “Late Checkout: A Ritz-Carlton Story”.
• Paid Media: MSC Cruises and Lou Hammond Group for the TODAY Show on MSC World America.
• Multi-Channel/Integrated Marketing: Hotel del Coronado, Curio Collection by Hilton for “Relaunching an Icon”.

These campaigns stood out as true examples of exceptional marketing and visionary leadership in the US tourism sector, setting new standards for future travel marketing efforts.

Celebrating Extraordinary Minds in US Travel

The HSMAI Adrian Awards also celebrated the Top 25 Extraordinary Minds in the industry. These industry leaders are recognized for their exceptional achievements in sales, marketing, revenue optimization, and distribution. Their contributions to US tourism have made them pioneers in their respective fields, and they continue to drive innovation and growth in the sector.

These professionals are not just meeting industry expectations—they are redefining them. Their vision, creativity, and strategic thinking are transforming the US travel and tourism landscape, ensuring that America remains a top destination for travelers around the world.

Career Achievement in US Tourism: The Robert A. Gilbert Award

The Robert A. Gilbert Award for Career Achievement in Commercial Strategy was presented to three trailblazing industry leaders:

• Mary Casey, a hospitality and business events leader.
• Jeff Doane, Chief Commercial Officer at Omni Hotels & Resorts.
• André Fournier, Chief Commercial Officer at CoralTree Hospitality.

This prestigious award honors individuals whose contributions to US tourism and commercial strategy have had a lasting impact on the industry. These leaders have not only achieved excellence in their careers but have also advanced the profession, strengthening teams and elevating the US tourism sector as a whole.

Supporting the Future of US Hospitality Talent

The HSMAI Foundation hosted a Silent Auction that raised over $15,000 to support programs that help future hospitality talent. This includes student scholarships, faculty partnerships, and industry research. The auction highlighted HSMAI’s commitment to investing in the future of the tourism industry by supporting the next generation of leaders and innovators in the US travel sector.

Conclusion: The Adrian Awards Celebrate the Best of US Tourism Marketing

The HSMAI Adrian Awards proved once again that US tourism marketing is thriving and evolving. With exceptional campaigns, extraordinary minds, and groundbreaking leaders, the industry is moving forward with bold ideas and innovative strategies. As US tourism continues to grow and attract millions of visitors each year, the Adrian Awards stand as a testament to the power of marketing and storytelling in shaping the future of travel.