Recently, Andorra Turisme announced its new summer tourism promotion campaign, built around the slogan \u201cElevate your experience.\u201d The goal is to reasonably increase the number of tourists \u2014 by around 2% to 3% \u2014 but more importantly, to boost overnight stays and the average visitor spend. With a budget of \u20ac2.9 million, the campaign will target tourists with higher purchasing power, aiming not only at traditional markets like France and Spain, but also the rest of Europe, especially the UK, the Netherlands, Belgium, Sweden, Germany, Italy, and Ireland. The main objective, however, is to go overseas and attract longer stays from visitors from the Americas, such as Canada, the United States, Mexico, Brazil, and Colombia.<\/p>\n\n
This does not mean giving up on tourist volume (at one point, it was said that Andorra had reached its limit \u2014 an idea that now seems to have been set aside), as we have sufficient hotel infrastructure to accommodate more visitors. The real \nchallenge is to spread tourism more evenly throughout the year, offering a high- quality experience that highlights all the improvements the country has undergone in recent years \u2014 improvements that have made us much more competitive. It is clear that this is a historic opportunity to strengthen Andorra\u2019s country brand internationally and enhance its visibility as a European mountain tourism destination.<\/p>\n\n
Ultimately, the shift from low-cost tourism of past decades to a higher-quality, higher-spending visitor is a trend Andorra cannot afford to ignore, given the country\u2019s size. This shift aligns with the evolution of our society, which is increasingly \ndiverse and enriched by the talent that has been gradually arriving in the country \u2014 talent that must continue to arrive if we truly aspire to progressive economic diversification, increasingly driven by technological development and the \nconsolidation of knowledge.<\/p>\n\n
We could sum it up as a transition from \u201cquantity\u201d to \u201cquality\u201d across the board \u2014 not only in tourism, but also in the economic and social spheres.<\/p>\n\n
Andorra wants to attract a more discerning tourist who spends more, and it has \nexcellent role models in nearby cities like Paris and Barcelona. Just look at the \nannual survey conducted by the global luxury travel advisor network Virtuoso Luxe, which ranks Paris as the world\u2019s most attractive city and Barcelona as the second \u2014 ahead of Rome, London, Tokyo, Florence, Lisbon, Amsterdam, Madrid, and Cape Town.<\/p>\n\n
This survey is based on input from advisors in 58 countries and clearly reflects the \nstrong position of luxury tourism in a city as close to Andorra as Barcelona.<\/p>\n\n
In fact, when talking about markets and strategies, the top spenders in Barcelona \nare mainly American and Chinese tourists, with an average daily spend exceeding \n\u20ac1,000. It\u2019s also worth noting that Passeig de Gr\u00e0cia is Spain\u2019s leading luxury \nshopping avenue, accounting for 25% of the country\u2019s total luxury sales.<\/p>\n\n
So if we want to learn how to attract high-spending tourism, we have successful \nmodels to draw inspiration from \u2014 while of course acknowledging the differences in size and potential between Andorra and Barcelona. And if we truly want to pursue a luxury tourism strategy, we must go beyond Andorra\u2019s \u201cElevate\u201d campaign.<\/p>\n\n
Once again, let\u2019s look to Barcelona: on May 12th, the city will host the Virtuoso \nSymposium, bringing together hundreds of its network\u2019s members \u2014 a clear sign of Turisme de Barcelona\u2019s commitment to attracting high-end events. Other examples include the Business of Luxury Summit, organized by the Financial Times from May 18th to 20th, and the already-held Connections Luxury Europe in April.<\/p>\n\n
It all starts with the first step. And if we really want to attract this kind of quality \ntourist, we must earn it \u2014 by making the necessary efforts, building a well-defined strategy, and, above all, believing in it, as Barcelona has done. And why not sit down with advisors like those at Virtuoso to explore how we can improve Andorra\u2019s positioning in the global luxury market?<\/p>\n\n
There\u2019s no rush \u2014 but this is undoubtedly the path to follow.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Recently, Andorra Turisme announced its new summer tourism promotion campaign, built around the slogan \u201cElevate your experience.\u201d The goal is to reasonably increase the number of tourists \u2014 by around 2% to 3% \u2014 but more importantly, to boost overnight stays and the average visitor spend. With a budget of \u20ac2.9 million, the campaign will […]<\/p>\n","protected":false},"author":5,"featured_media":14154,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-14150","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-auge"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/posts\/14150","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/comments?post=14150"}],"version-history":[{"count":1,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/posts\/14150\/revisions"}],"predecessor-version":[{"id":14151,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/posts\/14150\/revisions\/14151"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/media\/14154"}],"wp:attachment":[{"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/media?parent=14150"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/categories?post=14150"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.augelegalfiscal.com\/en\/wp-json\/wp\/v2\/tags?post=14150"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}