The article discusses the rapid development of the sports sector in Andorra and its focus on sporting events as a distinctive value. While not all sectors have grown equally due to economic diversification efforts, sport has emerged as a standout performer. The Andorra Multiesport Festival, organized by The Ironman Group, has been a significant event, featuring various mountain sports competitions and drawing substantial participation and audience success, along with a positive economic impact on the country. The authorities aim to improve these events and possibly extend their contract beyond 2024.
Overall, the development of the sports industry in Andorra, especially in mountain and high-altitude sports, has strengthened the country’s brand, and there are opportunities for further prosperity through exploration of various aspects, including big data and artificial intelligence in sports practice and medicine.