Shop in Andorra festival posts higher visitor and occupancy figures, shifts focus to value over volume

The minister of Tourism and Commerce, Jordi Torres, gave a positive assessment of this year’s Shop in Andorra festival, highlighting higher visitor numbers and favourable public perceptions. Hotel occupancy during the event was nearly 2% up on the same period in 2024 and about 4.4% higher than in 2023. Since the festival began in 2013, visitor numbers have risen by more than 64%, and average spending per visitor has been increasing year on year, Torres said, though he acknowledged it is difficult to quantify the festival’s total economic impact.

Torres defended the current, flexible model — organised by Andorra Turisme with support from the local councils — and noted that public satisfaction has consistently been rated around 8.5 out of 10. He said organisers are open to changes where needed and hold preparatory meetings to consider improvements. “We are willing to make adjustments if there are elements that can be improved,” he said.

The festival has faced calls from some merchants and local representatives to rethink its format to better integrate secondary commercial streets and reduce the concentration of visitors in the central axis. Torres pointed to decentralisation efforts during this edition, including a fashion show held near the Escaldes-Engordany church and a catwalk along the upper part of Avinguda Carlemany, which he said produced positive sales results for participating stores. He indicated organisers may test hosting a major activity in Andorra la Vella next year if a similar format is retained.

Torres stressed the aim of shifting focus from sheer visitor volume to increasing the economic value visitors bring. “It is not just about having many visitors, but about ensuring they spend time and money in the country,” he said.

The festival closed with a Forum of Shopping Experts addressing premium and luxury tourism. Speakers included consultants and retail professionals from London, New York and Milan. Aradhana Khowala, a CEO and specialist in regenerative tourism who chaired the forum, argued that destinations like Andorra — with roughly 80,000 residents and close to 10 million annual visitors — should move toward a value-centred model rather than pursue further volume growth.

Khowala highlighted the importance of lengthening visitor stays and creating multisensory retail experiences to boost spending, citing tools such as neuroaesthetics and neuroscience to attract attention and foster emotional engagement. Her message was that higher-quality, value-added experiences are essential for increasing the destination’s economic potential.

Overall, organisers and political leaders presented the edition as a success while acknowledging stakeholder concerns about distribution of benefits and signalling a willingness to adapt the event in response to feedback.