Andorra Launches 30 Ambassadors to Promote UNESCO Vall del Madriu Heritage

A pilot project has launched in Andorra featuring around 30 ambassadors tasked with promoting the natural, historical, and cultural heritage of the Vall del Madriu-Perafita-Claror, a UNESCO World Heritage site.

The initiative, presented in Sant Julià de Lòria, aims to build a network of individuals and organisations from the four surrounding parishes to raise awareness, promote, and protect the valley's values. These ambassadors—drawn from hospitality and restaurants, mountain guiding and leisure firms, local producers, artisans, and livestock farmers—will act as mediators, protectors, and promoters. They will share knowledge with visitors, preserve cultural and environmental practices, and highlight the site's UNESCO-designated humanist principles.

Susanna Simón, director of the valley's management plan, said the selection process prioritised traditional businesses with direct visitor contact and physical proximity to the area, rather than random choices. Participants have received training, informational materials, and a distinctive logo to use on products and services.

Among them is Eva Gómez Travesset of Ratassia de la Carmeta in Sant Julià de Lòria, who has developed a special liqueur for the project, alongside other producers like Celler Casa Auvinyà and Cortal de Llumeneres. Tourism offices in Andorra la Vella (Historic Centre and Plaça de la Rotonda), Encamp (Plaça del Consell and Funicamp), Sant Julià de Lòria, Escaldes-Engordany, and Pas de la Casa will also highlight participating businesses.

Cerni Cairat, Sant Julià de Lòria's leading consul, described the effort as "a new way to approach the valley's preservation and promotion." He noted it goes beyond nature to encompass history, traditions, and ancestry, with plans for special menus to showcase the site and add value to local offerings.

The two-year pilot at most will evaluate actions and allow for expansion to more ambassadors. It complements official tourism channels by covering broader aspects beyond mountain routes and activities.