The Andorra Shopping Festival is back for its ninth edition with the goal of surpassing last year’s numbers, which saw a record-breaking 523,000 participants. Minister of Tourism and Telecommunications, Jordi Torres, expressed cautious optimism during the presentation of the ninth edition, stating, „We are cautious, but also optimistic about the possibility of repeating an edition that is at least as successful as the previous one.“ However, Torres acknowledged that in the current uncertain situation, travelers are making last-minute decisions, so it is essential to be proactive with the campaign.
With the slogan „Shopping is also experienced on the street,“ the event aims to de-seasonalize tourism while giving a boost to commerce at a time when consumer habits are becoming increasingly digitalized. In this sense, the minister defended the commitment to offering a „global experience“ through „events of music, culture, dance, gastronomy that are combined with shopping.“
Torres emphasized that the Shopping Festival has become a „consolidated“ milestone that attracts more visitors each year, receiving a rating of 8.3 last year. Overall, the minister detailed that the activities that are most popular include concerts and street music, gastronomy, and promotions that drive the participating businesses. For this reason, Andorra Turisme’s marketing and communication director, Noemí Pedra, celebrated that this year not only will there be the usual itinerant shows and Andorra a taula (Andorra at the table), but also the return of activities that were put on hold due to the pandemic, such as children’s workshops. Additionally, she hinted at new initiatives, such as theater and dance performances at the country’s museums.
The Andorra Shopping Festival will take place from November 4th to 20th and has a budget of 796,000 euros, with 62% allocated for event communication. The festival promises a diverse range of activities and experiences for visitors to enjoy, combining shopping with entertainment, culture, and gastronomy. With a successful track record and a commitment to innovation, this year’s edition is set to be another memorable and engaging event for both locals and tourists alike.