The first meeting of the working group in charge of defining the “brand Andorra”, was held last Friday evening. The group includes representatives of the Government and the private sector.
The meeting, organised at the Government Administration building, counted with the participation of the Minister of Foreign Affairs, Gilbert Saboya, the Minister of Tourism and Environment, Francesc Camp, the Secretary of State for Economic Diversification, Josep Maria Missé and the Director of Andorra Turisme, Betim Budzaku. The private sector was represented by Pilar Escalé (Chamber of Commerce), Conrad Blanch (CEA), Joan Tomás (EFA) and Jordi Nadal (SMEs).
The members of the working group agreed that it is a strategic moment to address the definition of a country brand, as economic reforms have laid the groudwork for internationalization and the need to align future projects.
During the meeting participants decided to create two groups that will work on building the brand as a tourist and business destination. The conclusions of these two committees will be put together afterwards. The members of the working group also agreed to meet on a monthly basis.