Jordi Torres: FITUR is an unmissable event for Andorra because it is the industry's leading trade fair.

What is the impact of tourism in Andorra's economy and how is the industry performing in 2024 and 2025? 

Tourism, together with trade, accounts for approximately 60% of Andorra's direct and indirect GDP, making it one of the main pillars of the Andorran economy.  The trend in recent years has been very positive: last year saw both a record number of visitors, with 9.6 million people, 3% more than in 2023, and a record number of overnight stays, with 11.9 million nights.

In addition, for some years now, Andorra Turisme has been committed to a more premium tourism offer and experience, seeking longer stays that involve a higher average spend per person per day. This policy is beginning to have significant results, such as the increase in visitors from more distant countries, which have risen by 13.4% in the last year.

To give an example, this strategy has led to the creation of initiatives such as "Andorra Selected", which groups together establishments and services that meet the highest standards of quality, personalised attention, sustainability, etc. There are currently around forty establishments recognised with the quality mark.

The figures we have for 2025 are along the same lines.

What will the new tourism framework law that your government is working on contribute to balanced, sustainable and competitive tourism growth in an increasingly complex global context?

 The new Framework Tourism Law that we are developing, in collaboration with UN Tourism, will mark a before and after in the history of Andorra’s tourism legislation. For the first time, tourism will cease to be a fragmented area of regulation and become the focus of comprehensive legislation, with real transformative capacity for the country.

The new law is structured around four fundamental pillars: sustainability (environmental, social, economic and territorial) with the aim of ensuring that tourism development does not compromise either the quality of life of the population or the balance of our ecosystem; training and education of the tourism industry through continuous training programmes; digitalisation and strategic use of data; and governance, which we understand as an essential element to guarantee the success and coherence of any tourism policy.

With this law, Andorra not only adapts to global challenges, but also aspires to become an international reference for sustainable and innovative mountain tourism. An inspiring model for other destinations with high tourist intensity, because we believe that the real progress of tourism does not lie in growing more, but in growing better and more responsibly.

At the last edition of FITUR, Andorra signed up to the International Code for the Protection of Tourists. What does this commitment mean for travellers?

 It represents a significant commitment towards improving the tourism experience in the country. Although the Code is voluntary and non-binding in nature, its adoption implies a clear commitment on the part of Andorra to a series of principles that guarantee safety, fairness and sustainability in the tourism industry.

For all those travellers who visit us, this commitment translates into a safer and more ethical environment, as the Code establishes a framework of rights and responsibilities that benefits both tourists and the industry. In addition, the Code drives continuous improvement in the quality of tourism service and, in the long term, this not only enhances the tourist experience, but also promotes more sustainable and environmentally-friendly tourism.

What actions do you plan to carry out to further promote training and professionalisation in the tourism industry in Andorra?

 As we previously mentioned, training is one of the essential pillars of the new Framework Law. If we aspire to consolidate Andorra as a quality destination, with a more diverse tourism offer aimed at more premium and demanding segments, we must ensure that this evolution is accompanied by a real strengthening of human capital.

That is why we are promoting, together with the Chamber of Commerce, Industry and Services, a programme of online training capsules, designed to facilitate learning for professionals in the industry. The content is practical and applicable: customer service, hospitality, knowledge of the country's heritage and tourism resources, as well as communication skills. In addition, passing these capsules will lead to official accreditation, which brings recognition and value to those working in the industry.

But this effort goes beyond raising the quality of service. We want to raise the profile of these professions, which have long been perceived as temporary or seasonal jobs. With the new tourism model we are promoting, we seek to break with this logic. We are committed to a more balanced tourism throughout the year, which will allow us to have more stable, trained and loyal staff, and training is a strategic tool to achieve this.

What strategies have you designed in relation to the impact of seasonality, the diversification of supply and the evolution towards a higher added-value tourism model? 

We work to deseasonalise demand by creating attractive tourism products all year round. This includes the creation of events in the traditionally slower seasons - such as the ClàssicAnd in May, the Cirque du Soleil in July or Andorra Taste in September - but also the promotion of aspects linked to our nature such as hiking, cycle tourism or wellness, which attract visitors beyond the traditional winter and summer seasons.

Our focus is on a tourism model that generates greater added value for the country. We promote more sustainable tourism, which has a higher economic impact per stay and is more respectful of the environment and the local community. This development is key to guaranteeing Andorra's competitiveness as a destination and ensuring balanced growth in the long term.

How have tourist relations between Andorra and Spain evolved, and what are the latest figures for tourist flows between the two countries?

 Andorra and Spain have excellent relations, especially in the field of tourism. We regularly hold meetings to exchange views and analyse our different policies on sustainability, diversification and deseasonalisation. The last one was precisely in the framework of FITUR 2025, where I met with the Secretary of State for Tourism, Rosario Sánchez.

In terms of tourist flows, Spain has been and continues to be Andorra's main source country for tourism. Last year we had 4.1 million Spanish visitors, for example.

How important is Andorra's participation in FITUR for the promotion of the country's tourism industry?

 FITUR is an unmissable date on our communication calendar, as it is the industry’s most important trade fair. For us it has a double function: as a diplomatic link between our embassy and the rest of the delegations present, and as a showcase to present our offer and innovations to trade visitors and the general public that visit.

Can you give us a preview of some of the proposals and attractions that Andorra will be promoting at FITUR 2026?

 It's still too early to give exclusives... but what is clear is that it's always worth visiting the Andorra stand at FITUR, to find out about the calendar of highlighted events, the new proposals and the year’s new additions. Andorra always has lots to offer!