Tourexpi
The 12th World Congress on Snow, Mountain and
Wellness Tourism identified key challenges, among them climate change and
evolving consumer trends, while recognizing the role tourism can play in the
protection of the fragile mountain ecosystem, the building of resilience for
mountain communities, and the preservation of the local heritage.
Five Years of Action
Held in the framework of the United Nation’s Five
Years of Action for the Development of Mountain Regions, the Congress focused
on medical and wellness tourism, sustainability, the promotion of premium
segments in mountain areas, emerging tourism products and the attraction and
retention of human talent.
Also on the agenda was ensuring the importance of
measuring the flow of visitors to mountains, representing the vital step
towards unlocking the potential of the sector, promoting evidence based
policies and ensure its sustainable management, according to a UN Tourism
report, jointly developed with the Food and Agriculture Organization of the
United Nations (FAO) and the Mountain Partnership (MP) presented at the
event.
Opening the Congress, Prime Minister, Xavier Espot,
stated: “Tourism in Andorra has recovered pre-pandemic numbers, with more than
9 million tourists and 12 million overnight stays in 2023. However, it is
important to seek a balance that ensures environmental continuity and the
well-being of people, moving towards a model based on sustainability to find
the balance between quantity and quality. Tourism should not be perceived as a
problem, but as part of the solutions to the great challenges that the future
brings, because a tourism that is respectful of nature, culture and society
guarantees resources for the future."
Natalia Bayona, Executive Director at UN Tourism,
recalled that “Tourism is a lifeline for many communities in mountain regions.
At the same time, it can play a leading role in protecting these important
ecosystems. It can provide new opportunities for conservation and drive the
development of local communities. I trust that this Congress will help us move
towards a better, more innovative, inclusive and sustainable growth for people
and planet.”
High-level panel looks into polices for mountain
tourism development
A high-level panel on policies that promote
diversification, innovation and sustainability for mountain destinations
gathered Jordi Torres Falcó, Minister of Tourism and Commerce of Andorra,
Rosana Morillo Rodriguez, Secretary of State for Tourism of Spain, and
Alessandra Priante, President of the Italian National Tourism Board (ENIT).
Participants stressed the importance of creating a strong framework that aligns
all related stakeholders towards a common vision for the development of
sustainable, resilient, and inclusive mountain tourism that benefits its
communities directly.
Exploring health tourism for mountain development
As an outcome of the 2022 edition, the 2024
Congress included a new focus on health (medical and wellness) tourism, a
segment where mountains can offer important added value and have a competitive
advantage. This reflects the shift to diversify mountain tourism products,
create demand all year around and address the demand of today’s tourist.
Experiences in this segment were presented by
speakers such as Csilla Mezősi, Secretary-General of the European Spas
Association, Lászlo Puczko, CEO of Health Tourism Worldwide, Joan Muro,
President of the Health Tourism Association of Andorra Health Destination and
Emma Haefeli, Marketing Director of CHENOT GROUP (Switzerland).
Tourism for rural development
Recalling how tourism can be a driver of rural
development, promoting the valorisation and preservation of local culture and
values of mountain communities, the Congress also counted with the
participation of representatives from three Best Tourism Villages by UN
Tourism: Saas-Fee of the Swiss region of Valais (BTV in 2021), St. Anton am
Arlberg of Austria (BTV 2023) and Ordino of Andorra (BTV in 2023). These
villages presented how they stand out in addressing seasonality by diversifying
tourism products in an innovative and sustainable manner.
Over 300 participants from 14 countries gathered in
Andorra, with many also joining via livestreaming. Speakers included, among
others, representatives from Slow Food Carinthia in Austria, National
Geographic, l’Agence des Pyrénées, the Sustainable Alpine Tourism Initiative,
Pic du Midi, the Creative Tourism Network, Mabrian (Spain), Horwath HTL, as
well as leading education institutions such as CETT Barcelona and the Bella
Vista Institute of Higher Education of Switzerland.
Minister of Tourism and Commerce of Andorra, Jordi
Torres Falcó, concluded: “This year we have introduced a new segment, wellness,
demonstrating that in the tourism sector we evolve and adapt to new tourism
trends. We also face the need to continue working to advance the Congress,
allowing us to respond to the needs of the sector, providing knowledge and
tools to improve the mountain tourism offer and, at the same time, become a
laboratory where we can delve deeper into topics as varied as the integration of
tourism in local communities, or education and training”.
Image
Credit: © UN Tourism
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