The Catalan Pyrenees reinvent themselves beyond snow
14 January, 2026Catalonia’s ski resorts are facing the new season with positive forecasts and a revamped strategy to strengthen their position as a year-round tourist destination. The main development is the creation of the Pirineu 365 brand, which brings together the six resorts managed by FGC Turisme - La Molina, Espot, Port Ainé, Vall de Núria, Vallter and Boí Taüll - with the aim of reducing seasonality in demand and maintaining activity 365 days a year. The initiative is based on criteria of sustainability, energy efficiency and diversification of the offer.
The new brand aims to show that these resorts go beyond skiing, integrating proposals linked to cultural heritage, natural resources and a wide variety of activities. The strategy is built around seven key pillars that include reducing seasonality, product diversification, environmental sustainability, collaboration with the local area, the organisation of sporting competitions, digital transformation and accessibility. All this aims to consolidate the Catalan Pyrenees as an active, vibrant and attractive destination at any time of year.
Among the main new features is the launch of FlexiPass, a pay-per-use system with progressive discounts and an annual fee, as well as the creation of a new website and a mobile app that centralise services, real-time information and ski pass purchases. The campaign “Pirineu 365, today and every day of the year” accompanies the launch of this new phase for the Catalan resorts.