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A Special International Report Prepared byThe Washington Times Advertising Department
Published on May 28, 1999
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Advertisers (1) Associated Banks
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A country of contrasts
"Tourism is, and will continue to be, the principal economic activity and source of wealth for Andorra. It is the country's "modus vivendi", Minister of Turism Enric Pujal said. "The importance of tourism lies not only in its direct contribution but also in its role as a benefactor of other industries, particularly construction and the hotel business." He explained that the sector forms 80% of the country's GDP. Tourism first flourished in Andorra in the early 1960s, thanks to development of the commercial sector, but the country remained mainly a shopping location until the 1980s. During the last decade, however, winter sports have gained importance, mainly due to public and private sector investment in the country's state-of-the-art ski infrastructure. "Snow is the only product made in Andorra," Joan Viladomat, president of the ski resort Pas de la Casa/Grau Roig, said. He added, "Spain's entry into the EU eroded this country's commercial advantage and prompted a policy shift, when the government realized skiing had enormous potential." Today, with a strong reputation for its ski resorts and first class international shopping, Andorra is finding a new dimension to its tourist trade. With improved ecological management, the Principality now has more to offer the tourist. It is a country rich in heritage, tradition and cultural life, with valleys, lakes and mountains to discover.
The rising number of tourists has made it necessary to expand hotel capacity -Andorra now has over 300 hotels, apartment-hotels, residences and inns of all types, with a capacity of 35,000 beds. Adolf Vilanova, president of the Andorran Hotel Association, which includes over 350 establishments, explained that in recent years over 2 billion pesetas ($13.3 million) have been invested in order to renovate Andorra's hotels. "In recent years, visitor's demands have changed, necessitating a broader product range," Vilanova said. "We have quickly adapted to the new situation by enhancing the quality of existing hotels and building new ones in the urban, skiing and high mountain areas." The hotel industry displays the key challenges facing its whole sector: visitors' short average stay, estimated to be between one and two days; a concentration of reasons for tourists to visit, principally shopping and winter sports; and the seasonal factor -although tourism is concentrated in the months from December to April and from June to September, the trend has decreased considerably in years. "Now we must concentrate on visitors who wish to stay in the country and on day visitors," Vilanova said, "as well as on promoting new tourist attractions for different types of visitors -families, for example." Vilanova explained that the private sector is already catering to alternative tourism -like visiting the countryside spas and sports areas - while legislators prepare regulations, specially concerning hotel classification and the environment, the latter considered one of Andorran tourism's primary assets. "The government is making every effort to improve and increase the present potential," Minister Pujal said. "We are training instructors, leaders and guides, signposting mountain tracks and hostels and setting up information and promotion centers for each of these activities."
Snow country
Rotes explained that although there is a slight improvement in tourist numbers during the summer, the highest season in Andorra remains the winter and early spring -the ski season. "Skiing is a very important economic motor," she said. "It has spurred business in the commercial sector during the winter months, which used to be slow." She stressed that Andorra's commercial offering has also been essential in promoting it as one of Europe's best ski destinations. "Our best competitive advantage is the "apres-ski" activities Andorra offers to the skier."
The land of rest and comfort
The Roc Blanc Hotel was a pioneer in taking advantage of the potential of the health benefits of the Principality's hot springs. But the difference with Caldea is that its services go beyond relaxation and wellbeing, but that it also has therapeutic programs directed exclusively towards health. "One of the most precious of Andorra's possessions is water -we have been able to use its therapeutic power with great success," Joan Armengol, Roc Blanc's president, said. "We've had so much success that we've exported our knowledge of preventive medicine and bath therapy to Spain." He said the group now also has a thermal spa south of Barcelona and anticipates further investment abroad.
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Table of Contents (1) A young country with an ancient history |
Andorra is a country of contrasts with astonishing natural scenery for
visitors to explore. This tiny Pyrenean country - set in the border between France and Spain - has
been transforming itself into a playground of spas, ski resorts and shopping malls. The building of
new attractions in Andorra la Vella, the capital, is part of the principality's success in luring
ever more visitors across its scenic mountain passes. Thanks to its geographical advantages, Andorra
has become an exceptional tourist destination, receiving around 10 million visitors a year - 86% of
them loyal visitors who come over and over again.
"Although it
is most known for its winter sports and international shopping, Andorra is a tourist destination
with all-year-long multiple possibilities," Minister Pujal said. He explained the government is now
focussing on the potential of ecotourism activities for the spring and summer seasons.
Efforts
made over the last five years to upgrade facilities and services have been key in determining the
economic impact generated by Andorra's ski stations -around 33.4 billion pesetas ($222 million).
During this period, hourly lift capacity has increased 12%, about 10% more runs have been added and
the number of snow cannons has doubled. The sector provides temporary employment to over 1,000
people and permanent employment to almost 200 people. "Last season facilities invested around 2.2
billion pesetas ($14.6 million), a similar figure to the previous year," said Marta Rotes, director
of Ski Andorra, an association created in 1992 to organize and structure Andorra's ski product. "We
are contributing to maintain Andorra as the most chosen destination in the Pyrenees, with 2.2
million days of skiing sold over the last winter season."
A unique glass structure in the heart of Escaldes, Caldea is the
largest warm water treatment center in Europe. Financed by the local government and private
investment, since its opening in 1994, over 1.2 million people have visited. "It was a very
ambitious and innovative project, not free of criticism and skepticism from some Andorrans,"
Armengol said. "But visitors as well as locals are now captivated by the idea."
In search of new and
ingenious ways to attract more tourists and tackle the seasonal gap, the government plans the
establishment of more value-added products, such as a casino for next year. It is also promoting the
idea of Andorra as conference and seminar center, especially for small conventions. "For several
years, the country has had two conference and exhibition centers that are very efficient and
modern," Pujal said. "It's about a new kind of tourism to consolidate the modern image of our
Pyrenean country."