Andorra seeks to attract South Korean tourists to increase overnight stays and visitor spending

Andorra is looking to establish itself in the South Korean tourism market to attract high-spending visitors, increase overnight stays and reduce its dependence on peak tourist seasons. 

To achieve this, Minister of Tourism and Commerce Jordi Torres is currently on a tourism and trade mission to Seoul, where he is holding institutional and business meetings to strengthen the Principality's international presence.

The initiative forms part of the Andorran government's strategy to diversify its tourism source markets and establish the country as an attractive destination beyond the ski season.

Over the past decade, the number of international tourists visiting Andorra has increased by 117%, a trend the government hopes to reinforce by expanding into new Asian markets.

Meeting with the South Korean government

During his visit to Seoul, Torres met with Kim Dae-hyun, South Korea's Second Vice Minister of Culture, Sports and Tourism, alongside Betim Budzaku, Managing Director of Andorra Turisme.

The meeting provided an opportunity to explore new areas of tourism cooperation between the two countries, building on the Memorandum of Understanding signed in January 2025.

According to the Andorran government, the South Korean delegation expressed particular interest in Andorra's tourism model, especially its ability to combine mountain tourism, wellness experiences and outdoor activities with an increasingly year-round offering.

Both delegations also exchanged experiences on how to connect tourist attractions with local businesses, aiming to extend visitors' stays and increase the economic benefits of tourism.

Torres stressed the importance of ensuring that tourism growth is not concentrated exclusively during periods of peak demand.

"Andorra now has a well-established winter and summer tourism offering, but our challenge is to continue diversifying it throughout the year to better distribute visitor numbers and avoid overcrowding during peak seasons. Travellers who value nature, wellness and culture, such as South Korean visitors, can contribute to this objective," the minister explained.

Seven tour operators to help attract new visitors

The Andorran delegation's commercial agenda includes meetings with the Korea Tourism Organization (KTO) and seven tour operators specialising in the European travel market.

During these meetings, Andorra will present Andorra Selected, an initiative designed to attract travellers seeking personalised experiences, high-quality services and multi-night stays.

The tourism offering combines mountain activities, nature, gastronomy, wellness, shopping and premium experiences, with the aim of positioning the Principality as a distinctive destination within European travel itineraries.

The government's objective is to encourage South Korean tourists to go beyond single-day excursions and discover enough attractions to spend several nights in Andorra and contribute more to local businesses and the economy.

Through this strategy, Andorra aims to strengthen a tourism model that prioritises not only visitor numbers but also longer stays, higher tourist spending and a more balanced distribution of tourism throughout the year.