Offering more diverse experiences and investing in talented people will play a key role in helping mountain areas grow tourism in a sustainable and responsible manner.
The 12th World Congress on Snow, Mountain and Wellness Tourism, held on March 20-21, 2024, in Andorra, discussed critical challenges such as climate change and evolving consumer trends. The event recognized the potential of tourism in protecting the fragile mountain ecosystem and building resilience for local communities while preserving the heritage of mountain areas.
The Congress, framed by the United Nations' Five Years of Action for the Development of Mountain Regions, highlighted several key topics:
In his opening speech, Andorra's Prime Minister Xavier Espot highlighted the recovery of tourism numbers in Andorra, surpassing pre-pandemic levels with more than 9 million tourists and 12 million overnight stays in 2023. However, he stressed the importance of balancing quantity and quality to ensure sustainability and environmental well-being.
“Tourism should not be perceived as a problem, but as part of the solutions to the great challenges that the future brings,” said Xavier Espot.
The 2024 Congress introduced a special focus on **health tourism**, specifically medical and wellness tourism. This sector offers mountains a competitive advantage in attracting tourists year-round, diversifying tourism products, and meeting modern demand.
Notable speakers included:
The Congress underscored the role of tourism in rural development, promoting the preservation of local culture and values. Representatives from **Best Tourism Villages by UN Tourism** highlighted their success in addressing seasonality and diversifying tourism products in an innovative and sustainable manner.
Participating villages included:
A panel featuring **Jordi Torres Falcó**, Minister of Tourism and Commerce of Andorra, **Rosana Morillo Rodríguez**, Secretary of State for Tourism of Spain, and **Alessandra Priante**, President of the Italian National Tourism Board (ENIT), emphasized the importance of aligning stakeholders and creating policies that promote sustainable, resilient, and inclusive mountain tourism.
The Congress demonstrated the potential for mountain tourism to evolve, embracing new trends such as wellness and health tourism while ensuring sustainability and community inclusion. Over 300 participants from 14 countries gathered, with many also joining via livestream.
“In the tourism sector, we evolve and adapt to new trends, responding to the needs of the sector while providing tools to improve the tourism offer,” said Minister Jordi Torres Falcó.
For more details, visit the full article on the [UNWTO website](https://www.unwto.org/news/new-products-and-experiences-an-opportunity-for-mountain-tourism).