Observatory of the Brand Andorra (XXVI): Ski Events On-Brand, Balance and the ‘Project 14’

The “Projecte Marca Andorra,” initiated five years ago, aims to highlight Andorra’s strengths to define its identity and attract tourism, talent, and investment. Prior to the pandemic, the project already emphasized quality of life and the natural environment, drawing in new residents. “Projecte 14” focuses on promoting events that reinforce the Andorra Brand, especially in snow and mountain sports, and suggests establishing a Brand Andorra Office to internationally project these values.