Andorra Hosts Snow, Mountain and Wellbeing Tourism Congress on Digitalisation's Role

Andorra is hosting the Snow, Mountain and Wellbeing Tourism Congress from Wednesday to Friday at the Andorra la Vella congress centre, bringing together politicians, experts and professionals to discuss digitalisation's role in mountain tourism.

Organised by the Andorran government and UN Tourism in collaboration with the country's seven parishes, the event—established in 1998—carries the theme "The destination under digital influence". Sessions will explore how artificial intelligence and emerging technologies are reshaping the discovery, management and promotion of mountain destinations, while emphasising the protection of authenticity, sustainability and human wellbeing.

A key panel, "The digital challenge for mountain destinations", will include Andorra's Minister for Tourism and Trade, Jordi Torres; Kenya's Secretary for Tourism and Wildlife Cabinet, Simonida Kordić; and Portugal's Secretary of State for Tourism, Trade and Services, Pedro Machado. They will address global sector issues and digital tools for more innovative, sustainable models. Spain's Minister for Industry and Tourism, Jordi Hereu, will cover public policies to advance such approaches. UN Tourism Secretary General Shaikha Al Nuwais, appointed in January, will speak at the opening ceremony.

Media leader Alex Connock will examine AI's benefits and pitfalls, including deepfakes, in tourism promotion, stressing ethical use to maintain genuineness. Jordi Urbea will introduce the "hybrid instinct" concept, blending tech with human creativity for smarter, greener tourism. Other trends include "digital detox" for intentional breaks in nature and "from snow to cloud" for real-time data to improve guest experiences. Aleix Espargaró, ex-motorcyclist and current cyclist, will discuss leveraging sports and social media to draw younger visitors to mountain sites.

For the first time, the congress pairs academic debates with immersive experiences to highlight Andorra's appeal: cultural visits to Ordino, a UN Tourism Best Tourism Village and Biosphere Reserve since 2020; mindfulness activities; farm-to-table gastronomy workshops; and mountain outings such as the Tristaina Solar Viewpoint hike.

The programme and speaker list are updated regularly at www.mountainlikers.com.