Andorra takes another step in the premium tourism sector with the launch of Andorra Selected

 

Andorra takes another step in the premium tourism sector with the launch of Andorra Selected, which recognizes the highest quality services offered by the Principality. In this first phase, a total of 17 establishments have been successfully selected to take part after an independent international jury recognised the high quality of their services and products. During the presentation to the sector, the acting Minister of Tourism and Telecommunications, Jordi Torres, stated that “in the coming months we want to increase the number of establishments in Andorra Selected to around 30 by the end of the year”.

For his part, the General Director of Andorra Turisme, Betim Budzaku, explained that it is “a long-term national project that places the Andorra brand in a position” to compete with other countries in the premium tourism sector. He asserted that “our material is good and what we offer is excellent”. To continue raising the level of the services the country has to offer, two evaluations will be performed a year so that establishments that meet the set requirements can join Andorra Selected. Furthermore, establishments that are already members will be assessed regularly to ensure they keep up the required quality standards. Andorra Selected members can be identified by a sticker that will be distributed in mid-April.

Andorra Selected recognises and guarantees the premium quality of eight categories of services: accommodation, food and wine experiences, culture, shopping, sports and leisure, wellness and beauty, destination management agencies and, lastly, transport and services. The final selection was made by an international jury with representatives from the hospitality, gastronomy, media and destination management company sectors.  Candidates were subject to the following evaluation criteria: exclusivity, uniqueness, personalisation, recognition of international brands, service in languages, high product quality and customer service, internal policies, audits and sustainability policies.

This new brand aims to improve and internationalise the profile of tourists visiting the Principality in order to increase their stay and average expenditure. It is likewise intended to expand the country’s range of services and increase quality, while creating new premium tourism business opportunities.

Action plan 2023

To raise awareness of Andorra Selected, different trade and marketing activities have been scheduled, the highlight of which is a trade tour of Madrid, London and Paris. Similarly, trips will be organised with agencies in the sector, as well as with the press, and it will participate in international fairs that specialise in the premium segment, including the ILTM fair in Cannes.