Visit Plano Honored at 67th Annual HSMAI Adrian Awards

Two boys indulging in ice cream at Local Creamery featured article wins HSMAI Adrian Award

Story Featuring City’s Ice Cream Shops Garners Bronze Award in Prestigious Travel Industry Competition

Visit Plano was honored for travel marketing excellence by the Hospitality Sales & Marketing Association International (HSMAI) at the annual Adrian Awards Celebration at the New York Marriott Marquis, February 13, 2024. The Adrian Awards, now in their 67th year, are the largest and most prestigious competition in global travel marketing.

Visit Plano took home a Bronze Adrian Award in the PR/communications online print feature category. Highlighting the city’s many independent local ice cream shops, the winning story ran in the digital edition of Texas Highways in July, which is National Ice Cream Month.

“The timing was perfect to shine a light on one of Plano’s lesser known but most delicious assets and position our city as the ‘capital of cool’ during a record heat wave,” said Visit Plano Executive Director Mark Thompson, CMP, CDME. “We are proud that our initiative garnered national, industry-wide recognition.”

“The Adrian Award celebrate the innovation and ingenuity that fuel our success and recognize the marketing leaders whose extraordinary efforts literally ‘open the doors’ to exploration and excitement,” said Robert A. Gilbert, CHME, CHBS, president and CEO of HSMAI. “Their work inspired the world to get out and create memories through travel, and HSMAI is proud to honor them.”

The Adrian Awards Celebration is a must-attend industry event that annually attracts leading hospitality, travel, and tourism marketing executives and their agencies. Winning entries are viewable in the winners’ gallery on the Adrian Awards website. Visit for more information on the event and competition.

Find more dining and sweet treat options in Plano, here.

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