The 12th World Congress on Snow, Mountain and Wellness Tourism identified key challenges, including climate change and evolving consumer trends, while recognizing the role tourism can play in protecting the fragile mountain ecosystem, the developing the resilience of mountain communities and preserving local heritage.
Five years of action
Held within the framework of the United Nations Five Years of Action for the Development of Mountain Regions, the Congress focused on medical and wellness tourism, sustainability, the promotion of premium segments in mountain areas, products emerging tourism and the attraction and retention of human talent. .
Also on the agenda was ensuring the importance of measuring the flow of visitors to the mountains, which represents the vital step in unlocking the sector's potential, promoting evidence-based policies and ensuring its sustainable management, according to a UN Tourism report. , developed jointly with the Food and Agriculture Organization of the United Nations (FAO) and the Mountain Partnership (MP) presented at the event.
When opening the Congress, the Prime Minister, Xavier Espot, stated: “Tourism in Andorra has recovered its pre-pandemic numbers, with more than 9 million tourists and 12 million overnight stays in 2023. However, it is important to seek a balance that guarantees environmental continuity and the well-being of people, moving towards a model based on sustainability to find the balance between quantity and quality. "Tourism should not be perceived as a problem, but as part of the solutions to the great challenges that the future brings, because tourism that is respectful of nature, culture and society guarantees resources for the future."
Natalia Bayona, executive director of UN Tourism, recalled that “tourism is a lifeline for many communities in mountainous regions. At the same time, it can play a leading role in protecting these important ecosystems. It can provide new opportunities for conservation and boost the development of local communities. I am confident that this Congress will help us move towards better, more innovative, inclusive and sustainable growth for people and the planet.”
A high-level panel analyzes policies for the development of mountain tourism
A high-level panel on policies that encourage diversification, innovation and sustainability of mountain destinations brought together Jordi Torres Falcó, Minister of Tourism and Commerce of Andorra, Rosana Morillo Rodríguez, Secretary of State for Tourism of Spain, and Alessandra Priante, President of the European Commission National Tourist Board (ENIT). Participants highlighted the importance of creating a strong framework that aligns all stakeholders towards a common vision for the development of sustainable, resilient and inclusive mountain tourism that directly benefits their communities.
Exploring health tourism for mountain development
As a result of the 2022 edition, the 2024 Congress included a new focus on health tourism (medical and wellness), a segment where the mountains can offer significant added value and have a competitive advantage. This reflects the shift towards diversifying mountain tourism products, creating year-round demand and addressing today's tourist demand.
The experiences of this segment were presented by speakers such as Csilla Mezősi, General Secretary of the European Spa Association, Lászlo Puczko, CEO of Health Tourism Worldwide, Joan Muro, President of the Health Tourism Association of Andorra Health Destination and Emma Haefeli, Marketing Director of the CHENOT GROUP (Switzerland).
Tourism for rural development
Recalling how tourism can be an engine of rural development, promoting the appreciation and preservation of local culture and the values of mountain communities, the Congress also had the participation of representatives of three Best Tourist Towns according to UN Tourism: Saas -Fee of the Swiss region. of Valais (BTV in 2021), St. Anton am Arlberg of Austria (BTV 2023) and Ordino of Andorra (BTV in 2023). These towns presented how they excel in addressing seasonality by diversifying tourism products in an innovative and sustainable way.
More than 300 participants from 14 countries gathered in Andorra, with many also joining via livestream. Speakers included, among others, representatives of Slow Food Carinthia in Austria, National Geographic, l'Agence des Pyrénées, the Sustainable Alpine Tourism Initiative, Pic du Midi, the Creative Tourism Network, Mabrian (Spain), Horwath HTL , as well as prominent educational institutions such as CETT Barcelona and the Bella Vista Higher Education Institute in Switzerland.
The Minister of Tourism and Commerce of Andorra, Jordi Torres Falcó, concluded: “This year we have introduced a new segment, well-being, demonstrating that in the tourism sector we evolve and adapt to new tourism trends. We also face the need to continue working to advance in the Congress, which allows us to respond to the needs of the sector, providing knowledge and tools to improve the mountain tourism offer and, at the same time, become a laboratory where we can delve deeper into topics as varied as the integration of tourism in local communities, or education and training.”
Source: UN Tourism.