| In a surprising move that has some left bewildered at | | | | choice of hotels, ranging from 3 to 5 star, that would |
| the strategy, Andorra has decided that now is the | | | | not be out of place in any of Europe's prime ski |
| time to market herself as an upmarket European ski | | | | destination in the Alps and Pyrenees. |
| holidays destination. As consumers in Western Europe | | | | In the eighties Andorra was very much a budget |
| and the U.S. have cut back on spending for the first | | | | destination, and although a bordering country with |
| time in a long while, many manufacturers are bringing | | | | France it couldn't compete with French ski holidays. |
| out cheaper versions of popular brands to try to hold | | | | Today it can and the low cost destination is now |
| on to their customer base. | | | | Bulgaria. The millions of Euros invested by Andorra |
| And in the retail sector in Britain for example leading | | | | was money well spent, and further upgrading of the |
| supermarket chains such as Tesco and Sainsbury's | | | | country's infrastructure continues, ensuring that new |
| have promoted their economy ranges in recent | | | | visitors will consider visiting again in future years, as |
| months, while before the recession a lot of | | | | well as new ones. |
| marketing effort was put into own brand premium | | | | Andorra is also a tax haven, and many Andorrans are |
| goods. And stores that have always been seen as | | | | employed in the banking and Andorra real estate |
| the top end of the market such as Marks And | | | | market, and with taxes going up around the world |
| Spencer along with Waitrose have introduced | | | | the Andorra property for sale market will benefit, as |
| economy ranges of products for the first time to try | | | | more people consider taking up Andorra residency. |
| and keep their cusomers loyal during the economic | | | | The income tax rate is zero compared to up to 50 |
| downturn. | | | | per cent in some European countries, hence the |
| If ski holiday areas were British retail stores, | | | | attraction of residency in Andorra. |
| Waitrose would be the equivalent of Swiss ski | | | | So maybe Andorra, with her strong financial and |
| holidays. So why is Andorra trying to change her | | | | property markets, considers it can afford to market |
| image from a low cost ski holidays destination to an | | | | herself as a prime ski holidays destination in advance |
| upmarket one, when everyone else it appears is | | | | of a true economic recovery, putting herself in front |
| doing the reverse? | | | | of other areas considering doing the same when |
| Part of the reason could be that Andorra genuinely | | | | consumers start spending again, and stealing a march |
| feels it is no longer a budget ski holiday destination, | | | | on them. A risky strategy if that is the case as |
| but can be seen by the skiing fraternity as a serious | | | | consumers might well be more cautious with their |
| player having spent millions on improving its | | | | money when things get better, having witnessed the |
| infrastructure, and that it also good for a family visit. | | | | global banking system on the verge of collapse in |
| And the view that Andorra has moved upmarket by | | | | recent times. |
| providing better facilities for holidaymakers is certainly | | | | Andorra can only hope that it's a step ahead of the |
| true. Soldeu for example, along with Pas de la Casa | | | | game, and not misjudged the market entirely. |
| and Arinsal the main skiing areas, has a very good | | | | |