Kleinwalsertal – A Destination Redefining Itself

Kleinwalsertal now positions itself as a genuine year-round destination. The region continues to rely on a strong winter season, complemented by an active summer and a targeted expansion of spring and autumn—times of year when natural tranquility, clear mountain moments, and culinary experiences are especially compelling. This development is guided by the Tourism Strategy 2034, adopted in 2024, which outlines the destination’s trajectory for the decade ahead.

The strategy focuses on rejuvenating target groups, strengthening experience-based offerings, and modernizing communication through digital channels. The aim is to demonstrate how sports, nature, and regional quality work together across all four seasons. As Justina Rokita, CEO of Kleinwalsertal Tourism, explains:

With our new Tourism Strategy 2034, we have found the courage to rethink the tried and tested. Kleinwalsertal is consistently developing into a year-round destination that combines alpine diversity, youthful energy and outstanding quality. Our new corporate design represents this change: revolution instead of evolution, and awarded the Red Dot Winner 2025. With new products such as Nordic The Valley and our unique culture of enjoyment, we show that sport, nature and cuisine form a special unity in Kleinwalsertal.

A pristine natural environment and a blend of year-round sports, culinary, and relaxation offerings enable experiences that go far beyond traditional seasonal patterns—forming the foundation for the valley’s evolving identity.

Kleinwalsertal’s new corporate design marks a rare and bold step in alpine tourism. After more than two decades, the entire brand was restructured—visually, verbally, and strategically. The result is a clean, reduced, and distinctly digital identity that still maintains a strong connection to the valley. Nature, quality, and a modern visual language form its core.

The Red Dot Award for Brand & Communication Design 2025 underscores this direction and signals a clear commitment: brand development is a central component of the region’s future. The new identity provides orientation and reflects a mindset that is both open and deeply rooted.

The ISPO Award Jury, during its Q3 meeting at the Biohotel Chesa Valisa, gained a firsthand impression of this new trajectory. The combination of a contemporary brand approach, regional character, and direct access to nature and sports underscored how consistently the valley is implementing its strategy.

Winter remains a central pillar in Kleinwalsertal—economically and in terms of identity. Alpine skiing is the region’s core business, supported by modern infrastructure that includes ski-in/ski-out access, short connections, and a well-coordinated lift system. At the same time, winter hiking has grown significantly and offers a quieter way to experience the landscape.

The valley also maintains a 50-kilometer network for skating and classic cross-country skiing. Complementing this, Nordic The Valley introduces a broader take on winter. Starting in January 2026, the event expands the season with Nordic-focused highlights: the Rookie Classic (7.5 km) and the Walser Classic Hero Challenge (40 km) form the athletic backbone. Developed with a Munich-based performance athlete, the format is supported by modern reels, short videos, and a clear visual identity that makes Nordic sport accessible to both beginners and experienced skiers.

The result is a winter that builds on alpine strengths while adding new layers. The combination of skiing, Nordic offerings, and winter hiking illustrates how the valley is evolving without losing sight of its roots.

Sports shape Kleinwalsertal’s profile, but its identity is equally defined by culinary culture. From the Michelin-starred Kilian Stuba to the Sonnenstüble at Birkenhöhe (3 Gault&Millau toques), and the Oswalda Hus, winner of the Gault&Millau Future Award Vorarlberg 2026, the valley offers an impressive concentration of high-end dining. Many hotels and restaurants follow certified organic standards, working with regional ingredients and a philosophy that blends tradition with contemporary alpine cuisine.

Culinary excellence is closely linked to the surrounding landscape: the Allgäu Alps, three Walser villages, and a cultural heritage dating back to the 13th century. The valley’s unique geography—reachable only via Germany—adds a distinct character: independent, slightly unconventional, and undeniably modern.

With its strategic direction and authentic identity, Kleinwalsertal is well positioned to move confidently into the future.