13th World Congress on Snow, Mountain and Wellness Tourism
Organized by UN Tourism and the Government of Andorra, in collaboration with the Parish of Ordino, the 13th World Congress on Snow, Mountain and Wellness Tourism will take place on 25-27 March 2026, in Andorra.
UN Tourism Member States and Affiliate Members are invited to contact UN Tourism to obtain a voucher code for Congress registration. Secretariat contact details are provided in the General Information Note available for download below.
Registration and provisional programme available at: https://mountainlikers.com/en/
Organized by UN Tourism and the Government of Andorra, in collaboration with the Parish of Ordino, the 13th World Congress on Snow, Mountain and Wellness Tourism will take place on 25-27 March 2026, in Andorra.
UN Tourism Member States and Affiliate Members are invited to contact UN Tourism to obtain a voucher code for Congress registration. Secretariat contact details are provided in the General Information Note available for download below.
Registration and provisional programme available at: https://mountainlikers.com/en/
Organizers
Technological partner
Silver sponsor
Imagen
Provisional Programme (English)
Programa provisional (Español)
Programme préliminaire (Français)
Nota de Información General (ES)
Note d’information générale (FR)
Tourism Destinations Under the Influence of Digital Technologies
Introduction
Mountain tourism is undergoing a profound transformation, as new technologies and the need to adapt to climate
change become increasingly central to how destinations evolve. Digitalization, artificial intelligence and emerging
technologies are reshaping the way travellers discover, experience and engage with destinations, opening the door
to new opportunities while also raising important questions around authenticity, ethics and visitor well-being.
In this context, it is crucial to explore how the creative and operational potential of technological innovation can be
harnessed without compromising the unique identity of mountain destinations or their harmony with nature.
Generative AI, digital hyperconnection and immersive technologies are redefining the relationship between
innovation, sustainability and emotional engagement in tourism.
These new tools enable destinations to manage visitor flows more effectively, better understand traveller behaviour
and develop sustainable tourism products that respond to evolving expectations. They also support more strategic
planning of mountain destinations and help shape policies that promote sustainable development, ensuring that
tourism benefits local communities.
At the same time, new trends invite travellers to slow down, reconnect and experience destinations more consciously.
Emotional well-being, mindful disconnection and sensory tourism are emerging as meaningful counterbalances to
digital saturation. In mountain environments, these approaches restore the value of silence, pause and genuine
connection with oneself and with nature.
The Congress will also offer an opportunity to present the main findings of the report “Climate Change and the Future
of Snow and Mountain Tourism Destinations” and to discuss how leading destinations are adapting to new realities.
Through keynote presentations, panel discussions and high-level debates, international experts and tourism
professionals will exchange insights and strategies to advance towards a more intelligent, sustainable and human
centred model of mountain tourism.
Since 1998, the Government of Andorra and UN Tourism, together with Andorra’s seven parishes (Comuns), have
organized the World Congress on Snow, Mountain and Wellness Tourism. Its mission is to provide a platform for
dialogue, learning and reflection on tourism in mountain regions, bringing together professionals, public authorities,
academics and experts from around the world.
Wednesday, 25 March 2026
Venue: Andorra la Vella Centre Congress
08:00 – 09:30
09:30 – 10:00
10:00 – 10:30
10:30 – 11:00
11:00 – 11:45
11:45 – 12:00
Arrival and registration of participants
Opening Ceremony
Deepfakes and Generative AI: Reality and Fiction – New Horizons
for Snow, Mountain and Wellbeing Destinations
Artificial intelligence is transforming the way tourism destinations are
managed and promoted, offering new opportunities to attract visitors and
enhance the tourism experience. The session will reflect on how to harness
the creative potential of AI ethically and responsibly to foster innovation and
sustainability in mountain and snow destinations, while preserving their
authenticity and cultural value.
Keynote by Dr Alex Connock, Senior Fellow at Oxford University &
Professor at Exeter University in Media & AI (United Kingdom)
High-Level Panel: The Digital Challenge of Mountain Destinations
This discussion will explore strategies for integrating digitalisation and
artificial intelligence into the planning, management, and governance of
mountain destinations, ensuring they enhance the visitor experience
while helping to protect natural resources, preserve local cultures, and
foster resilient, inclusive economies, building smarter and more
sustainable destinations.
The Destination, Captured by the Algorithm
This session will focus on how algorithms and digital influence are
transforming tourism, where a single post can change perceptions and
visitor numbers. It will examine the power of digital influence, the fine
line between inspiration and manipulation, and the impact of mass
tourism driven by viral recommendations. It will also reflect on the ethical
responsibility of content creators and the role of institutions in reputation
management.
Moderator: Aradhana Khowala, CEO and Founder, Aptamind
Partners (United Kingdom)
Speakers: Bernat Casañas, CEO and Founder, Becama Consulting
(Andorra)
The Power of Partnerships for Mountains
Presentation by Giorgio Grussu, Project Coordinator, Mountain
Partnership Secretariat at Food and Agriculture Organization of the
United Nations (FAO)
12:00 – 13:00
13:00 – 15:00
15:30 – 17:00
SESSION 1: Beyond Snow — Mountain Destinations Adapting to
Climate Change
The future of snow and mountain destinations depends on their ability
to adapt to the impacts of climate change. This session will explore how
mountain destinations can reinvent themselves to address the challenge
of seasonality and adapt to a changing climate context, offering
authentic experiences that highlight natural and cultural heritage
throughout the year. It will examine the role of innovation and
sustainability in creating more immersive, conscious and memorable
experiences, while highlighting the importance of fostering a balance
between tourism development and the well-being of local communities.
In this context, the first conclusions of the report “Climate Change and
the Future of Snow and Mountain Tourism Destinations”, commissioned
by the UN Tourism Regional Commission for Europe and led by
Switzerland, will be presented.
Introductory remarks by Richard Kämpf, Deputy Head of the
Directorate for Location Promotion, State Secretariat for Economic
Affairs SECO (Switzerland) and UN Tourism representative
Presentation by –
Dr. Christian Baumgartner, Profesor for Sustainable
Development and International Development, University of
Applied Sciences of the Grisons (Switzerland) –
Melanie Tamborini, Scientific Project Manager, University of
Applied Sciences of the Grisons (Switzerland)
Andorra Taste Experience – High-Mountain Gastronomy
Showcookings
Experiential activities in Andorra la Vella and Ordino
TO BE SELECTED:
(Places will be allocated on a first-come, first-served basis)
- “The Dream of Don Guillem” Experience, Day 1:
15:30 – 17:00
Presentation of Ordino Best Village Tourism and guided visit with audio
guide to the Casa d’Areny-Plandolit Museum, featuring the immersive
experience “The Dream of Don Guillem”, which will transport
participants to 19th-century Andorra. - Wellness Experience, Day 1:
15:30 – 17:00
Wellness session with gong bath and singing bowls in a unique setting:
the historic building “l’Era del Raser”, in Ordino.
Elevate your experience:
Free time
15:30 – 17:00
Opportunity to enjoy free time for shopping in a unique setting, featuring
a vibrant pedestrian area, a charming historic centre, and the comfort of
shopping in a safe and relaxed environment.
Thursday, 26 March 2026
Venue: Andorra la Vella Centre Congress
9:30 – 10:15
10:15 – 10:45
11:00 – 11:30
11:30 – 12:10
SESSION 2: Digital Detox and Wellness – Disconnect to Reconnect
The session will explore the value of conscious disconnection in a world
overwhelmed by screens and hyperconnectivity, and the opportunity for
mountain destinations to position themselves as wellness destinations.
In natural mountain settings, silence, fresh air, and contact with nature
become a refuge for restoring balance and inner well-being. Practical
examples will be shared, along with experiences that invite participants
to slow down, breathe, and reconnect with themselves—distinctive
value propositions for natural mountain destinations.
Moderator: Joan Muro, President, Andorra Health Destination
(Andorra)
Keynote: HumanOS – Hybrid Instinct
The presentation will analyse how the digital age and artificial
intelligence are transforming mountain tourism from a humanistic
perspective, in which human capabilities are consolidated as the main
differentiating factors. Through the concept of ‘hybrid instinct’, it will be
highlighted that true innovation lies in the integration of technology with
a bold, creative and deeply human mindset, understanding artificial
intelligence as a strategic opportunity that drives continuous adaptation,
lifelong learning and informed decision-making. The aim is to move
towards a model of smart and sustainable mountain tourism that
preserves its essence and puts people at the centre. What if the real
differentiating factor were, precisely, the human element?
Keynote by Jordi Urbea, CEO, Ogilvy (Spain)
Coffee break
SESSION 3: From Snow to Cloud – The Hyperconnected Mountains
Digitalisation and smart technologies are transforming snow and mountain
destinations, improving tourism management, safety and the visitor
experience. The session will explore how connectivity, real-time data and
AI-based solutions can optimise resources, forecast weather conditions,
manage visitor flows, and personalise services.
Moderator: José Estévez, Senior Project Manager for the Intelligent
Destination Platform at SEGITTUR’s Institutional Relations Department
(Spain)
Speakers:
- –
12:10 – 12:30
Dolores Ordoñez, CEO, AnySolution; D3HUB Project Coordinator
(Spain)
Jessie Fischer, Founder, GuestOS; Member of Yosemite
Tourism Board (United States of America)
Beyond Digital – Experiential Tourism
12:30 – 13:00
13:00 – 15:30
15:30 – 17:00
Closing Ceremony
Free time for own lunch
Experiential activities in Andorra la Vella and Ordino
TO BE SELECTED:
(Places will be allocated on a first-come, first-served basis)
“The Dream of Don Guillem” Experience, Day 3:
9:30 –12:30
Presentation of Ordino Best Village Tourism and guided visit with audio
guide to the Casa d’Areny-Plandolit Museum, featuring the immersive
experience “The Dream of Don Guillem”, which will transport
participants to 19th-century Andorra.
Enjoy a day in Ordino-Arcalís: check conditions.
Elevate your experience:
Free time
15:30 – 17:00
Opportunity to enjoy free time for shopping in a unique setting, featuring
a vibrant pedestrian area, a charming historic centre, and the comfort of
shopping in a safe and relaxed environment.
Workshop / Experience: Km 0 Gastronomy:
15:30 – 17:00
Gastronomy: Km 0 cooking workshop – Restaurant La Plaça del Poble
(Andorra la Vella).
Wellness Experience, Day 2:
15:30 – 17:00
Wellness workshop: guided mindfulness with gongs and connection with
nature (Ordino).
“The Dream of Don Guillem” Experience, Day 2:
15:30 –17:00
Presentation of Ordino Best Village Tourism and guided visit with audio
guide to the Casa d’Areny-Plandolit Museum, featuring the immersive
experience “The Dream of Don Guillem”, which will transport
participants to 19th-century Andorra.
Elevate your experience:
Free time
15:30 – 17:00
Opportunity to enjoy free time for shopping in a unique setting, featuring
a vibrant pedestrian area, a charming historic centre, and the comfort of
shopping in a safe and relaxed environment.
Friday, 27 March 2026
Tristaina Solar Viewpoint Experience
09:00 – 12:30
Discover the Tristaina Solar Viewpoint, located at an altitude of 2,701
metres. This iconic structure offers spectacular views over the Tristaina
lakes and the Ordino valley. The ascent combines a funicular and a
chairlift.
