New Products and Experiences: Mountain Destinations Unleash New Experiences
As the world rediscovers its appetite for travel and exploration, the mountain tourism sector is embarking on a transformative journey. The 12th World Congress on Snow, Mountain and Wellness Tourism, held in the alpine nation of Andorra, has unveiled a roadmap for sustainable growth, driven by diverse experiences and a commitment to nurturing local talent.
Convened under the United Nations’ “Five Years of Action for the Development of Mountain Regions” initiative, the Congress tackled key challenges facing these fragile ecosystems. From climate change to evolving consumer trends, industry leaders recognized tourism’s pivotal role in protecting mountain environments, building resilience for communities, and preserving cultural heritage.
Natalia Bayona, Executive Director of the UN World Tourism Organization (UNWTO), emphasized the sector’s significance, stating, “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.”
Diversification: The Key to Year-Round Appeal
A central theme throughout the Congress was the need for mountain destinations to diversify their offerings, catering to the evolving demands of modern travellers. Health and wellness tourism emerged as a promising segment, leveraging the inherent advantages of mountain environments.
Experts like Csilla Mezősi, Secretary-General of the European Spas Association, and László Puczko, CEO of Health Tourism Worldwide, shared insights on how mountain regions can tap into the growing wellness market, creating demand throughout the year and addressing the needs of today’s health-conscious tourists.
Preserving Local Culture and Heritage
Amid the pursuit of new experiences, the Congress underscored the importance of preserving the rich cultural heritage and values of mountain communities. Representatives from UN World Tourism Organization’s “Best Tourism Villages” initiative, including Saas-Fee (Switzerland), St. Anton am Arlberg (Austria), and Ordino (Andorra), showcased innovative strategies for addressing seasonality while celebrating local traditions.
Xavier Espot, Prime Minister of Andorra, emphasized the need for balance, stating, “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.”
Nurturing Talent: The Driving Force
Recognizing the crucial role of human talent in driving sustainable growth, the Congress explored strategies for attracting and retaining skilled professionals in mountain tourism. Initiatives such as the establishment of a UN Tourism Academy in Victoria Falls, dedicated to enhancing tourism and culinary skills for African students, underscored the industry’s commitment to nurturing the next generation of leaders.
Over 300 participants from 14 countries, including representatives from organizations like Slow Food Carinthia, National Geographic, and leading educational institutions, contributed their insights and experiences, shaping a collaborative vision for the future of mountain tourism.
As the curtain fell on the 12th World Congress, Jordi Torres Falcó, Minister of Tourism and Commerce of Andorra, reflected on the industry’s evolution, stating, “This year, we have introduced a new segment, wellness, demonstrating that in the tourism sector, we evolve and adapt to new tourism trends. We face the need to continue working to advance the Congress, providing knowledge and tools to improve the mountain tourism offer.”
In the ever-changing landscape of global travel, mountain destinations are poised to reach new heights by embracing diverse experiences, preserving cultural authenticity, and nurturing the talents that will guide their ascent to a sustainable future.
