"South Tyrol, the most desirable sustainable living destination in Europe" – building on this common vision, we further developed the South Tyrol brand in 2021. Our goal is clear: to develop the South Tyrol brand, which over the past two decades has established itself as a strong tourism destination brand, into a unified brand that also represents other key sectors of South Tyrol's economic hub.

To put this goal into practice, IDM decided to involve stakeholders, partners, businesses and institutions in an intensive process to define the new brand essence together. The concept of "quality of living" represents South Tyrol with its competencies and foregrounds the excellence of the region. The brand architecture is to be built on this core, with an emphasis on quality, sustainability, and innovation; the three brand values, committed, authentic, valuable tell its personality in a few carefully chosen words, combined with the unique character of South Tyrol and its inhabitants.