Italian Dolomites Launch Bold Tourism Drive in UNESCO‑Heritage Alpine Region

Published on November 23, 2025

The Dolomites, a UNESCO World Heritage site nestled in northeastern Italy, are embarking on an ambitious tourism initiative designed to attract a global audience. Known for their dramatic, jagged peaks and pristine alpine beauty, the Dolomites have long been a favorite among winter sports enthusiasts. But now, the region is expanding its appeal to hikers, nature lovers, and culture seekers all year round. This exciting new direction is set to boost tourism, create jobs, and elevate the profile of Italy’s northernmost mountain range.

Stretching across parts of Trentino-Alto Adige, Veneto, and Friuli-Venezia Giulia, the Dolomites represent a unique blend of natural beauty and cultural history. The region, with its towering limestone formations and charming alpine villages, has been a UNESCO World Heritage site since 2009, recognised for its geological significance and exceptional beauty. According to Italy’s official tourism portal, the Dolomites are not only a stunning winter destination but also a rich cultural experience, offering activities such as hiking, biking, and wellness retreats throughout the year. This year-round accessibility is the focal point of the new tourism push.

As the region begins to position itself as a multi-season destination, local authorities are focusing on sustainable tourism. The aim is to draw visitors without overwhelming the delicate environment or harming the rich cultural fabric that makes the Dolomites so special. This initiative includes promoting public transport options to reduce the number of cars on the mountain roads, improving hiking trail signage, and enhancing public amenities in the alpine villages. Additionally, the region is embracing eco-friendly practices, with hotels and resorts offering green certifications and promoting local, sustainable food sources.

Tourism experts agree that these efforts are essential to maintaining the Dolomites’ pristine environment while still attracting more visitors. The local government and tourism boards are keen to strike the right balance between economic growth and environmental preservation. They are actively working with mountain resort operators to limit over-tourism, which can strain local resources. The objective is not only to bring more people into the region but to do so in a way that preserves the very qualities that make the Dolomites so alluring.

The new strategy also focuses on broadening the region’s appeal. For decades, the Dolomites were mainly known for skiing, attracting winter tourists who flocked to the region’s world-class ski resorts. However, this latest initiative aims to attract a wider demographic by promoting the area’s hiking trails, cycling routes, and wellness retreats. The region’s rich cultural diversity — a unique mix of Italian, Austrian, and Ladin influences — also adds a distinct charm to the experience, offering visitors a chance to enjoy excellent food, architecture, and history.

While hiking is a popular activity in the summer months, the Dolomites also offer winter walking options for those who want to experience the mountains without the crowds or the need for specialized gear. Family-friendly services are being expanded, including kid-friendly trails and family-oriented accommodation options. This move reflects the growing trend of “slow tourism,” where visitors are encouraged to take their time, immerse themselves in local culture, and experience a deeper connection with the natural world.

From an economic standpoint, the impact of this tourism drive cannot be overstated. By focusing on sustainable tourism and diversifying the activities available, the Dolomites aim to extend their peak tourist season and reduce reliance on the winter months alone. This strategy is expected to provide steady income for local businesses, such as hotels, restaurants, and guides, and create new employment opportunities. The expansion of tourism infrastructure, including updated cable cars, shuttle services, and new hiking routes, will also make the Dolomites more accessible to a wider range of travellers, both domestic and international.

Despite these advancements, tourism officials are keenly aware that accessibility and affordability must remain a priority. The Dolomites offer something for every budget, from luxurious resorts to charming guesthouses and mountain lodges. Local tourism agencies are making an effort to ensure that families, solo travellers, and adventure seekers alike can enjoy the region without breaking the bank. Additionally, promoting public transport as a means of getting around is another way to make the region more accessible to tourists while reducing environmental impact.

The Dolomites’ new tourism initiatives are a game-changer for both the region and the broader Italian tourism market. By embracing sustainability, diversifying activities, and improving accessibility, the Dolomites are poised to become a top global destination for nature lovers, culture enthusiasts, and adventure seekers. Whether it’s skiing in the winter, hiking in the summer, or simply enjoying the stunning mountain views, the Dolomites have something for everyone — and now, more than ever, they are ready to welcome visitors from around the world. The future of tourism in this iconic region looks promising, and the Dolomites are set to shine even brighter on the global stage.