Andorra’s tourism chief named senator at Mediterranean Tourism Forum

Andorra Turisme played a prominent role at the Mediterranean Tourism Forum, where director general Betim Budzaku was honoured with the distinction of senator, a recognition given to international figures with notable and inspiring careers in tourism. The forum’s edition, titled Mediterranean Sea: Sustainability, Experience, and AI, brought together around 1,500 industry professionals.

Budzaku took part in the masterclass New Markets and Emerging Trends – Attracting the Right Visitors, using Andorra as a case study: a nation of roughly 87,000 residents that receives about 9.6 million visitors annually. He highlighted the authority’s strategy to de-seasonalise tourism and attract a premium visitor profile, aiming to distribute arrivals more evenly across the year to deliver smoother, higher-quality experiences.

He also emphasised the growing role of artificial intelligence in tourism promotion, particularly for audience segmentation, personalised campaigns and optimisation of the offer. Budzaku argued that adapting communications to each period of the year is essential to identify growth opportunities and to “reorient visitor desire toward differentiated experiences tailored to their motivations.”

Now in its tenth year, the Mediterranean Tourism Forum serves as a platform for institutions, experts and representatives from more than thirty countries to discuss more sustainable, innovative and cohesive tourism models. The senator distinction awarded to Budzaku underlines Andorra’s visibility and standing within this space of international cooperation.