Sira Puig Optimistic on Canillo's Rise as Andorra's Tourism Capital After First Year

Sira Puig, director of Canillo's tourism services, has marked her first year in the role with optimism about positioning the parish as Andorra's tourism capital.

Puig took up the post in the third week of November 2024, bringing extensive experience from her five years in Canillo earlier in her career. She worked on communications and marketing for Soldeu and El Tarter, then Grandvalira, contributing to the commercial merger of the two former rival ski areas run by Ensisa and Saetde. Before returning to Andorra, she served as tourism director in Sitges from 2012 until late 2024.

She described the move as a professional growth opportunity tied to her emotional connection to Canillo and familiarity with its tourism dynamics. "It was a new challenge in a place I knew well," she said, noting Sitges is just two hours away when she misses the sea.

Her mandate centres on building a "Canillo brand" to promote the parish's attractions. Initially focused on managing Canillo Ice Palace—which had faced challenges and was previously overseen by Ensisa—the role has expanded. By mid-December 2024, it incorporated management of assets like Roc del Quer, Pont Tibetà, and Cal Federico through agreements with the local council.

Puig anticipates 2026 as a pivotal year for a strategic tourism plan. Key goals include forming a tourism council with public and private stakeholders to optimise marketing and resources. She emphasised integrated efforts, especially coordination with Ensisa on ski operations, golf, and summer activities, to create a unified parish-wide strategy.

The Ice Palace now serves as the umbrella entity for broader tourism promotion, potentially rebranding in future. Puig, who knows the parish's mix of hoteliers, entrepreneurs, and politicians from past experience, sees parallels with Sitges and remains committed to the project despite its demands. "Optimising tools and collaboration will benefit everyone," she said.