Five years ago, the commercial associations of Meritxell, Carlemany, and Boulevard Fener joined forces to create a new central axis. Named The Shopping Mile, the initiative aimed to promote itself internationally and boost sales in off-peak hours. The goal was to offer a shopping experience comparable to major commercial axes in cities like Paris, London, or Barcelona. That year, the Minister of Tourism, Francesc Camp, set a challenge stating, „anyone who travels the world to shop should think of the commercial axis,“ adding, „it will be a difficult challenge to achieve, but we will succeed over the years.“
Sònia Yebra, the president of the commercial axis, recalls, „we wanted to unify the main commercial axis of the country,“ and adds, „we have been working since 2019 with the parishes of Andorra la Vella and Escaldes-Engordany. We have carried out various projects with the Ministry of Tourism and Andorra Turisme, continuing to work and position The Shopping Mile as a shopping destination in Andorra.“
The three associations received public and private funding, including support from the central parishes of the Principality and the Chamber of Commerce. At that time, the Government ensured that the process of grouping the most important commercial areas would mark a before and after in the commercial offer and promotion. The commercial axis covered a length of one and a half kilometers, stretching from Plaça Rebés to the end of Vivand, aiming to boost areas like Avinguda Riberaygua, the upper part of Escaldes-Engordany, and the historic center of the capital.
Yebra’s goal that year was to increase the number of association members, which stood at 150, with hopes that the entity would allow for the development of new actions for a part of the commerce. During those years of significant crisis, those involved in the agreement claimed that it was an important day for the Andorran commercial sector. Yebra added, „tourists do not understand parochialism or borders. Today, we are a consolidated single space.“
From 2019 until now, The Shopping Mile has not stopped operating: „We are working on the shopping strategic plan with the Ministry of Tourism, we are on the board of directors of Andorra Turisme, participating in decision-making, collaborating, and also working from a strategic consulting perspective,“ explains Yebra. The president does not set long-term goals, as she ensures that „as we experienced the situation of COVID, war, crisis, we focus more on the day-to-day.“
The next project for The Shopping Mile for this spring is „to try to find promotion with action, which is significant enough to boost tourism, and continue working with Andorra Turisme to promote both Andorra and the entity to achieve shopping loyalty,“ says Sònia Yebra.
In conclusion, The Shopping Mile has become a successful initiative that has transformed the commercial landscape of Andorra, attracting tourists and locals alike. With a strategic approach and continuous collaboration with key stakeholders, the commercial axis continues to thrive and adapt to the ever-changing market dynamics. As they look towards the future, the focus remains on innovation, promotion, and enhancing the shopping experience for all visitors.