The PIRINEU365 mountain resorts (La Molina, Vall de Núria, Vallter, Espot Esquí, Port Ainé and Boí Taüll) present the new communication campaign, “Skiing at home leaves a mark”. This initiative aims to connect emotionally with skiers in Catalonia and invite them to enjoy the snow in our mountains, highlighting the tangible benefits that this choice brings to our people and our environment.
Why choose the Catalan Pyrenees?
Currently, 42.3% of Catalan skiers choose to go skiing in destinations outside Catalonia (*). With the slogan “Skiing at home leaves a mark,” we want to convey that skiing in our country is not just a leisure activity, but a way of being part of a culture, a community, and a shared future.
Choosing PIRINEU365 resorts means giving direct support to the region: every day spent on the snow helps to keep hotels and restaurants open, promotes the consumption of local products and, above all, creates job opportunities for people living in mountain areas.
An economic and social driver for mountain regions
The campaign highlights the strategic importance of the group’s resorts as the backbone of the local economy in the four regions where we operate (Cerdanya, Ripollès, Pallars Sobirà and Alta Ribagorça).
According to the most recent data (**), the activity generated by our six stations represents:
- 10.50% of the region’s gross value added (GVA).
- 7.09% of total employment in these regions.
These numbers show that the decision to ski at home has a direct and real impact on the well-being of mountain regions, consolidating a model of responsible tourism that puts the territory at the center.
PIRINEU365: A comprehensive vision
This campaign is part of the new strategic project PIRINEU365, the umbrella brand that seeks to reduce seasonality and diversify the tourism offering. Through our pillars of sustainability, digital transformation, and accessibility, we are working to keep the mountains alive and active 365 days a year.
This winter, every turn on the snow supports our people. Because, at the end of the day, skiing at home leaves a mark.
Sources:
(*) Llibre blanc de les estacions de muntanya de Catalunya https://www.gencat.cat/territori/publicacions/llibre-blanc-estacions-muntanya.pdf
(**) Observatorio de Sostenibilidad de las estaciones de Montaña de FGC TURISME (2024). UPF.
