Andorra la Vella Launches First 'Andorra és bella' Beauty Congress

Andorra la Vella has launched the first "Andorra és bella" congress as a pilot event, with plans to involve additional parishes in future editions.

Set for 15-18 October, the Andorra Beauty Congress—organised by the Andorra la Vella commune, Andorra Turisme, and private partners IB Corporate Growth and Think Beauty—seeks to strengthen the beauty, cosmetics, personal care, perfumery, and wellness sectors. Tourism and Commerce Minister Jordi Torres noted interest from other parishes, stating they already have others keen to join.

The event splits into key phases. On 15 October, professionals will deliver free talks and roundtables on topics including innovation, AI, digitalisation, social media, influencers, brand strategies, retail experiences, and omnichannel approaches at the Andorra la Vella Congress Centre. Organisers anticipate about 100 attendees, with 40 registered and more than 200 expressing interest; entry remains free for industry professionals and the public.

The weekend of 17-18 October will feature Beauty Experiences, where local retailers host distinctive activities alongside regular operations to draw crowds. On 15-16 October, Iberchem will lead perfumery workshops for schoolchildren at Bici Lab.

Cònsol Sergi González highlighted the sector's importance, with 204 businesses operating in Andorra la Vella alone, describing it as a field ripe for expansion. Minister Torres added that beauty and cosmetics attract visitors, as 40% of overnight tourists visit primarily to shop and 93% make purchases there.

The pilot carries a budget of around €90,000, including €25,000 from Andorra Turisme plus communications aid. No immediate high returns are expected, but a full edition is planned for May next year as part of "Setmana dels Sentits" to match quieter tourist periods and retailer demands, targeting up to 500 participants.