Andorra's Virtus Party Pushes Premium Tourism Over Mass Crowds

Virtus, Andorra's political party, is advocating a major overhaul of the principality's tourism strategy to focus on high-quality visitors rather than high volumes, explicitly rejecting a continued "low-cost" image.

The party argues that the current surge in visitors, especially in Andorra la Vella and Escaldes-Engordany, does not deliver sufficient economic gains for hoteliers, restaurateurs, and shop owners. Long queues at border crossings often involve day-trippers who bring their own sandwiches, avoid overnight stays, and limit spending to franchise outlets. This strains infrastructure and mobility without proportional returns.

Virtus proposes maintaining access for passing visitors while prioritising those who stay longer and use local hotels, dining, retail, and services. The party calls for promoting distinctive local products and high-end offerings to stand out from the uniform, low-price franchises and chains that dominate now.

"Andorra cannot keep being a 'low-cost' destination," the party states, pushing for a "premium" profile based on "less quantity, more quality." It highlights the principality's landscapes, wellness centres, luxury hotels, fine dining, shopping, and services as key draws for affluent guests.

To achieve this, Virtus urges tourism sectors to invest in hiring, training staff, and offering salaries suited to roles, moving away from reliance on immigration quotas. The growth in five-star hotels and top-tier gastronomy, it says, must be matched by services befitting both visitors and residents.

The party seeks year-round, sustainable tourism through industry collaboration to maximise each guest's economic contribution and support local businesses.

These positions appear in a party statement released on Wednesday, 2 September 2026.