Shop in Andorra posts positive balance as organisers push decentralisation and premium shift

The Shop in Andorra festival closed with a positive balance, according to Tourism and Commerce Minister Jordi Torres, who highlighted a rise in visitors and strong public ratings. Hotel occupancy for the November period was nearly 2% higher than the same period in 2024 and 4.4% higher than in 2023. Since the festival began in 2013, visitor numbers have grown by more than 64%, and Torres said average spend per visitor has been increasing year on year, although he acknowledged it is difficult to quantify the exact economic impact on the country.

Torres defended the current model of the event — organised by Andorra Turisme with the support of the parishes that provide spaces — and pointed to sustained public satisfaction, which in recent years has averaged about 8.5 out of 10. At the same time he said the festival is flexible and open to improvements: organisers hold pre-event meetings and are willing to make changes if stakeholders identify issues.

Some merchant associations and local representatives, including the consul major of Andorra la Vella, have asked for the format to be revisited to better integrate secondary commercial axes and reduce concentration on the main shopping avenues. Torres acknowledged those concerns and described decentralisation efforts, noting the difficulty of drawing people to areas with less natural footfall. He said certain activations were held in central and Meritxell areas but stressed that spreading the crowd requires practical solutions; for example, if the event had been confined to the central avenue, it would not have accommodated all visitors. To encourage more even distribution, this year’s fashion show took place near the church in Escaldes‑Engordany and, if a similar format is chosen next year, organisers may try staging flagship activities in Andorra la Vella.

The fashion show organised by designer Esther Garcia was singled out as having a positive effect on participating shops, with Torres saying many retailers reported increased sales following the presentation.

The festival concluded with a Forum of Shopping Experts that brought international speakers to discuss premium and luxury retail. Panelists included Aradhana Khowala, Ashumi Sanghvi, Devin Winter and Michael Beutler. Khowala, a CEO and specialist in regenerative tourism, argued that destinations such as Andorra — home to roughly 80,000 residents but receiving close to 10 million visitors annually — should shift from a volume‑based model toward generating higher value per visitor. She presented the concept of “hacking the premium,” advocating strategies to increase dwell time and spending through multisensory experiences and tools drawn from neuroaesthetics and neuroscience.

Torres and forum participants framed the future challenge as moving from quantity to quality: ensuring visitors spend more time and money in the country rather than simply increasing headcount. Organisers say they will continue dialogues with merchants and parish councils to refine the format and improve the distribution of benefits across commercial areas.