For the first time since statistics have been collected, the Principality registered more than one million tourists in summer. 1,019,882 people enjoyed their holidays in the country, representing 12.2% more than last year.
The figures collected show a continued growth in the number of tourists during the summer – from 1st June to 30th September – from 2014 to this year, a new milestone was surpassed with the million registered tourists, confirming “a very good summer” according to the Minister of Tourism.
Spanish tourism grew by 15.1% compared to the previous summer, while French tourism grew by 9.6% and tourists from other nationalities dropped by only 0.2%. In this sense, the overall growth rate of 12.2% exceeds the targeted goal of 3%, by far.
The tourism sector also obtained very positive figures. Unió Hotelera reached an average occupancy rate of 60.6% this summer, 6.5% more than in 2016. Leisure activity operators in the country, such as Grandvalira, Vallnord, Naturlandia, Caldea-Inúu, museums and monuments, Carmen Thyssen Museum, Palau de Gel, Funicamp, mountain refuges and natural parks (Sorteny and Comapedrosa) achieved 7.3% more entries than last summer, exceeding over 500,000 entries, in total.
The summer ad campaign mainly featured in different Spanish and French media, such as televisions, specialized press, outdoor advertising and online channels. For example: actions in the Spanish market collaborating with Disney- the result of the agreement signed with Andorra Turisme-; a special edition of “El Foraster” on TV3, some reports on Evasión TV and the “Escapa’t a Andorra” campaign. In the French market, “Les clés d’ Andorre” was broadcasted online by TF1.
On the other hand, various actions were launched encouraging tour operators to boost the active tourism offer and cycle tourism.
All set for the Andorra Shopping Festival’s fifth edition
From November 3rd to 12th, Andorra Shopping Festival returns with street animation, children’s workshops, beauty salon activities, street art, a photographic marathon, the gastronomic days “Andorra a Taula” and many events with collaborators such as Disney, GoPro, Razor and Ninebot by Segway, Aquarius, Damm, and also a masterclass with the popular blogger Patry Jordán.
A Communication campaign started today in the Spanish and French markets, running through November 7th. In Spain, advertising on Aragonese regional television and TV3, and radio and Online campaigns in Valencia. A new campaign is also ready this year with Spotify, with a specific playlist for the Andorra Shopping Festival user preferences. In France, exterior advertising, radio spots and online advertising are also planned.
A new creative concept has been devised this year, with TV and Radio spots, and graphic designs. In addition, a microsite specific to the Andorra Shopping Festival is already operational, to consult all the activities on offer: http://andorrashoppingfestival.visitandorra.com/ca/
Considering this year calendar’s lack of holidays in November, overall targets have been set for the whole month. In this sense, the aim is to reach a growth of 2% for tourists and 1% for visitors (1-day visit) thanks also to other events such as Andorra a Taula (from November 3rd to December 3rd), the 5th Trobada de Microproductors de Vi (from Nov 18th to Nov 20th), the FIM Awards (from Nov 20th to Nov 25th), the Firesport (from Nov 10th to Nov 12th), and the Canòlich Music (Nov 24th and 25th).