Andorra Turisme Unveils Redesigned Fitur Stand for Premium Tourism Push

Andorra Turisme has unveiled a redesigned stand at the 46th Fitur international tourism fair in Madrid, tying into its "Eleva la teva experiència" campaign aimed at premium visitors drawn to distinctive experiences.

Positioned at the heart of pavilion 4, the stand boasts a full-ceiling screen projecting fresh visuals of Andorra's tourism, events, sports, wellness, nature, culture, and art offerings. The setup prompts fairgoers to see the country anew and uncover under-the-radar attractions. A networking zone hosts a record 19 local firms linking up with global partners, including Andorra Health Destination, Grandvalira Resorts, Unnic Andorra, Caldea, Palau de Gel, hotels like Princesa Park, Nexta, Plaza, Hotel Starc by Pierre & Vacances, Park Piolets Mountain Hotel & Spa, Daguisa Hotels, and Mu, plus service outfits such as Internova, Evenia Internacional, Ski Serveis, Viajes para Ti-Esquiades, Autocars Nadal-Grup Julià, Andbus, and City Xerpa.

Tourism and Commerce Minister Jordi Torres stopped by at midday on opening day, meeting all participating companies and joining the customary group photo. Canillo parish marked its Fitur debut with its own workspace, spearheaded by Palau de Gel and Andorra Turisme. The team held 14 meetings with Spanish media—including live interviews on RAC1 with journalist Esther Muñoz, plus outlets like La Vanguardia, El País, El Mundo, and Top Viajes—and tourism firms, pushing year-round family, cultural, and activity options. Palau de Gel director Sira Puig noted the effort expanded contacts with journalists, destinations, suppliers, and sector experts, while scouting trends via fair sessions. Selected media will soon visit Canillo across seasons to showcase its full offerings.

Torres advanced diplomacy at the event. He agreed with Brazil's Tourism Minister Gustavo Feliciano to activate their 2013 memorandum via targeted cooperation, especially in gastronomy, building on Andorra's recent trade mission promoting the premium Andorra Selected label. Discussions with Argentina's Daniel Scioli highlighted ties like resident workers, seasonal ski staff swaps, and team exchanges, plus an invitation to the Congress on Snow, Mountain, and Wellness Tourism. A session with Cape Verde's José Luis Sá Nogueira shared promotion tactics.

Other activities encompassed talks with tour operators from Colombia, Brazil, and Spain; winter season feedback from Andorran firms; and a planning meeting with UN Tourism's Sandra Carvão ahead of the congress's 13th edition in Andorra this March. Accompanied by Ambassador to Spain and Latin America Eva Descarrega, Torres attended the fair's opening by Spain's King and Queen, plus UN Tourism's "New Vision" event with Spain's Industry Minister Jordi Hereu and Secretary-General Shaikha Al Nowais. On Wednesday evening, Descarrega hosted a reception for the Andorran group at the revamped Madrid embassy, underscoring institutional bonds.

The nine-pavilion fair features over 10,000 companies from 160 countries—20 newcomers mainly from Asia-Pacific and Africa—and anticipates more than 250,000 visitors. A highlight is the new Pavelló del Coneixement, with eight auditoriums, 10 conference tracks, and over 200 expert-led sessions.