Observatory of the Andorra Brand (XXXIV): Diplomacy, Strategy, and Digital Geopolitics

The article by Pere Augé analyzes Andorra’s failure to host the 2029 and 2031 Ski World Cup, highlighting the need to learn from this setback for future bids. It also mentions the government’s campaign to educate the population about the association agreement with the EU, which can open new opportunities.
Augé emphasizes the importance of improving Andorra’s international positioning and recognition, noting the efforts since 1993 to meet global demands. Finally, he points out that new technologies and the digital economy enable Andorra to strengthen its brand and aspire to host significant events like the 2033 Ski World Cup.