NEW YORK — The Martinique Tourism Authority has earned a Silver Adrian Award at the 69th annual Hospitality Sales and Marketing Association International Adrian Awards for its flagship cultural activation, Martinique Gourmande.
The honor was presented February 18 in New York City, recognizing the destination marketing body’s campaign titled “Martinique Gourmande: A Recipe for Cultural Exchange & Record-Breaking Engagement.”
The Adrian Awards are widely regarded as one of the travel industry’s most prestigious global competitions, celebrating excellence and innovation in hospitality marketing for nearly 70 years.
Martinique Gourmande Recognized for Cultural Marketing Strategy
The 2026 awards theme, “The Exceptional Experience,” spotlighted standout campaigns across paid, earned, owned, and integrated media. Martinique Gourmande was recognized in the Special Event category for transforming a culinary and cultural festival in Montréal into a high-impact earned media platform.
According to organizers, the initiative strengthened destination awareness, expanded trade engagement, and deepened cultural exchange between Martinique and Québec.
The recognition comes as Martinique continues to post strong tourism indicators beyond event marketing. Unitedpac St Lucia News previously reported on Martinique’s cruise sector record arrivals, highlighting another driver of destination visibility.
Originally launched in Montréal by Muriel Wiltord, Director of the Americas for the Martinique Tourism Authority, the festival has grown into a major showcase of Martinican gastronomy and culture. Over time, it expanded its footprint across Québec while reinforcing Martinique’s positioning as a culturally rich Caribbean destination.
Festival Delivered Record Engagement in Québec
The 2025 edition drew nearly 10,000 visitors to the free, family-friendly Créole Market staged at the Grand Quay of the Port of Montréal Pavilion.
The culinary program featured four guest chefs from Martinique and extended to more than 40 participating restaurants across Québec. The main event was hosted at the Belvédère du Centre des Sciences in Montréal’s Old Port.
Programming included a signature mixology competition spotlighting 10 finalists, along with interactive activities ranging from dance initiations to children’s workshops. Organizers said the event immersed attendees in Martinican traditions through food, music, and cultural storytelling.
Wiltord said the festival was designed to build authentic bridges between Martinique and Montréal through shared heritage and experiential engagement.
“To be recognized on this global stage at the Adrian Awards is an incredible honor and a testament to the power of experiential storytelling,” she said in a statement issued following the ceremony.
Measurable Impact Beyond the Event
As a destination marketing initiative, Martinique Gourmande delivered measurable outcomes beyond attendance figures.
According to the Tourism Authority, performance indicators included restaurant participation, partner activation, CRM database growth, and earned media value. Officials said the campaign demonstrated a return on objectives that extended well beyond the physical event footprint.
For Caribbean destinations competing in the North American market, such recognition signals the growing importance of experiential marketing in driving tourism demand.
The Silver Adrian Award places Martinique among leading global tourism brands leveraging culture, gastronomy, and storytelling to inspire travel.
