How culture and community shape tourism in South Tyrol

Sustainability rooted in culture: South Tyrol’s mountain model

Tucked into the Italian Alps, South Tyrol is more than a UNESCO World Heritage landscape; it’s a living example of how responsible tourism can be embedded into local identity and daily life. This film highlights how a cooperative approach to tourism is allowing the region to benefit from tourism while protecting its unique culture and landscape.

South Tyrol is home to three official languages — German, Italian, and Ladin — and the Ladin community plays a vital role in preserving the area’s unique cultural and linguistic heritage. In the village of San Vigilio, we meet residents, entrepreneurs, and guides who are part of a regional movement toward more sustainable and inclusive tourism, like AMA Stay and Italian SUB.

The South Tyrol Sustainability Label, recognised by the Global Sustainable Tourism Council (GSTC), sets high standards for environmental, cultural, and economic responsibility. It also serves as a tool for local businesses — from small hotels to beekeepers and mountain guides — to align their operations with climate and conservation goals.

Tourism here is led by values passed down through generations. Hiking guides like Christoph share not only the natural beauty of the Dolomites, but also the importance of respecting it. Residents like Felix work to keep the Ladin language and customs alive, ensuring that travel in the region supports both ecological protection and cultural continuity.

In South Tyrol, sustainability is not a new concept. It is a shared commitment: local, multilingual, and deeply connected to the land.