Andorra has managed to position itself among the main snow destinations in the world. Hosting, for the second time, the finals of the Alpine Ski World Cup confirms this. The successes and impact that they have had for the country and internationally, both in 2019 and in 2023, have consolidated the Principality as a front-line organizer in the eyes of the world and the organization of the World Cup. At the base of this success is the involvement of the entire country: public and private organizations, the hotel and commercial sector, clubs and educational centers, sponsors, volunteers and the public. Fruit of the commitment and enthusiasm of the whole world, the snow adventure, which a few visionaries began at the end of the fifties with tenacity and vision of the future, has given birth to an economic sector that has transformed the country.
I am one of those who believe that it must be in moments of success when we must rethink the future. The snow industry must know how to read its challenges, in the medium and long term, which are of two types: those that will come to it due to the global demands of the new times that we have to live in and those that come from the sector itself.
Climate change is the great threat that can jeopardize it, and it is necessary to put it on the table. Deseasonalization is another challenge. In this sense, it is necessary to rethink the use of ski resort facilities and the entire tourism ecosystem outside the winter season and its relationship with other economic sectors, such as commerce, health, wellness and sport. To make it possible, it is necessary to invest time and resources. And obey all the precepts derived from sustainability and the preservation of the environment.
Behind closed doors, I understand that the snow sector itself must promote a necessary change of mentality. A change in model that allows raising quality standards and moving towards greater sophistication. It is true that, over the years, many investments and great steps forward have been made. Now is the time to promote innovation to continue attracting a highly established audience, but one that will increasingly demand more. Digital tools have become the main relational channel between customers and service providers. The world of snow is no exception, especially considering all the complexity linked to the skiing experience. It is necessary to harness it as a force for change in the ski industry.
This change in mentality also implies considering, in a different way, the rest of the world’s skiable domains. When it comes to attracting the public, it is clear that we are competitors. However, we cannot see everything from the perspective of competition between destinations. I believe that we must collaborate to be able to create quality standards with which to make a leap forward in the positioning of the sector, which will allow us to continue to be attractive to the new generations and be able to evolve towards the creation of new businesses.
It is well known that the Principality of Andorra’s commitment to snow is strategic. It is also for other destinations around the world. They all strive to offer the best service to their customers. However, I believe that the time has come to raise our gaze, to initiate a reconversion that sets the rules for the future that we yearn for.
