South Tyrol wants to become the most desirable sustainable living space in Europe. This is a great goal and at the same time a great challenge for all those involved in shaping the province of South Tyrol. 

Faster-higher-further" and unreflected growth are no longer in keeping with the times. Sustainability and mindfulness in all areas of life, in order to preserve the natural foundations of life, is the common task for the future. 

On the basis of this vision, the South Tyrol brand is to be transformed from a destination brand, which until now has primarily stood for tourism and quality agricultural products such as apples, speck and wine, into an all-encompassing brand, which will also be characterised by selected brand bearers from the fields of culture, trade and crafts as well as production and services.