Merger of two tourist regions
On 22 October 2025, the Villnöss and Lüsen tourism organisations demonstrated what can be achieved through cooperation and shared passion with the presentation of their new brand strategy, ODLES Slow Dolomites.
We are pleased to publish their accompanying press release here as initial information and will continue to report on this exciting process in the new year.
A new chapter for sustainable tourism.
A brand strategy for a sustainable holiday experience.
As part of an intensive, moderated brand process, accompanied by brand expert Greti Ladurner, representatives from tourism, alpine farming, municipalities, nature parks, Slow Food Travel, and farmers' organisations developed a forward-looking strategy. The result: a brand that celebrates the art of slowness and the essence of beauty. ODLES Slow Dolomites stands for values that are conscious, authentic and true to life:
- Connected – We act for the good of the community
- Autochthonous – We have deep roots and live autonomously without excluding others
- Nature-loving – We are passionately devoted to nature
- Slow – We walk our path upright and deliberately
- Joyful – Our zest for life is contagious
Sustainability as a brand promise
ODLES Slow Dolomites stands for slowness, reduction, and longevity – as the basis for sustainable tourism development. The new destination consistently integrates South Tyrol's sustainability strategy, which encompasses ecological, social, and economic goals.
At the press conference, the destination will also be presented with the GSTC-recognised South Tyrol Level 3 sustainability label certificate – a visible sign that the region not only makes promises, but also takes action.
Product management, the premier class of brand management
In its product strategy, the brand region focuses on three pillars that need to be developed with top performance:
- Hiking through all seasons
- Celebrating the discovery of delicacies
- Refuges with character
And what about the symbolism?
The word mark ODLES Slow Dolomites is at the heart of the branding. Odles embodies the location and SlowDolomites the brand promise. The new logo with the ammonite snail symbolises longevity, protection of traditions and the essence of slowness – a clear commitment to a decelerated, authentic holiday experience in the heart of the Dolomites.
An outlook: merge and future
The brand development forms the basis for the merger of the Villnöss and Lüsen tourism organisations, which will become operational as a new cooperative on 1 January 2026.