South Tyrol, a mountainous alpine region in northern Italy, has undergone a remarkable transformation over the past two centuries – from a quiet health retreat in the 19th century to one of Europe’s most popular year-round tourism destinations today. This journey has been shaped by history, culture, and the dramatic Dolomite landscapes that now draw millions of visitors each year. If you’re planning a visit and hoping to find a luxury hotel in South Tyrol, the region offers no shortage of upscale accommodations and wellness resorts ready to cater to discerning travelers.
Early Beginnings: Spa Tourism in the 19th Century
Tourism in South Tyrol has its roots in the early 19th century. Around the 1830s, the region first gained fame as a health retreat due to its clean air, mild climate, and alpine springs. The town of Merano (Meran in German) emerged as a prominent spa town during the Habsburg era, drawing Europe’s elite seeking rest and medical cures. Empress Elisabeth of Austria – better known as “Sissi” – visited Merano multiple times starting in 1870, helping to popularize the destination.
Soon, noble families from across Europe were flocking to Merano, and grand hotels, promenades, and thermal baths were developed. Other spa destinations also emerged, such as Gries near Bolzano, Brixen, and Toblach. Meanwhile, Victorian-era adventurers began exploring the Dolomites, establishing South Tyrol as a magnet for early alpinists.
The Brenner Pass railway (completed in stages between 1867 and 1884) made travel easier, and by 1889, Tyrol had founded one of the first provincial tourism boards – an early sign of the industry’s growing importance.
20th Century: Wars, Crisis, and Recovery
Tourism suffered heavily during World War I, as the front line cut directly through the Dolomites. After the war, South Tyrol was annexed by Italy, separating it from North Tyrol and disrupting regional tourism structures.
In the 1920s and 30s, infrastructure slowly recovered, and the first alpine cable cars were introduced. However, the Great Depression, rising fascism, and the outbreak of World War II again brought tourism to a halt. Political tensions and cultural suppression during Mussolini’s regime further strained the region.
Only after 1945 did South Tyrol slowly begin to rebuild. The Autonomy Statute of 1972 granted the region self-governance, helping stabilize the social and political climate. From the 1970s onward, tourism steadily recovered and transformed into a vital economic pillar.
The Boom Years: Tourism in the Late 20th and 21st Century
By the 2010s, South Tyrol was welcoming over 6 million tourists annually, generating around 30 million overnight stays. Tourism now accounts for about 11% of the region’s GDP, with modern infrastructure, luxury hotels, and cable cars enhancing the visitor experience.
While winter tourism – especially skiing – has flourished in resorts like Val Gardena and Alta Badia, summer tourism still slightly outpaces it in terms of overnight stays. Visitors come for hiking, biking, culture, and culinary experiences. The unique mix of Austrian alpine tradition and Italian lifestyle adds to the appeal.
In 2009, parts of the Dolomites were named a UNESCO World Heritage Site, boosting international interest. In 2023, South Tyrol reached a new peak with 8.4 million tourist arrivals and 36.1 million overnight stays – a 40% increase compared to two decades earlier.
However, this success has raised concerns about sustainability and overtourism in hotspots, prompting local efforts to better manage visitor flow and protect natural resources.
Today’s Most Popular Regions in South Tyrol
The Dolomites – The iconic peaks draw skiers, hikers, and climbers year-round. Val Gardena, Alta Badia, and the Alta Pusteria region (with the famous Tre Cime di Lavaredo and Lake Prags) are must-visits.
Merano and Environs – Merano retains its legacy as a wellness capital. Its thermal baths, castle gardens, and promenades welcome visitors seeking relaxation. The surrounding Vinschgau valley offers scenic cycling routes and alpine passes.
Bolzano and the Wine Road – South Tyrol’s capital city blends Italian flair with Austrian heritage. South of Bolzano, the Wine Road leads through vineyards, medieval towns, and lake-filled valleys. This is a paradise for wine lovers and gourmets.
Other Alpine Valleys – Brixen, Sterzing, and the Ahrntal valley offer culture, hiking, skiing, and quiet mountain escapes. Even small villages like Sulden am Ortler have become modern resorts with high-end offerings and scenic appeal.
Conclusion
From imperial spa town to alpine powerhouse, South Tyrol’s tourism industry reflects a blend of history, resilience, and natural beauty. Thanks to decades of investment, cultural preservation, and careful planning, the region has become one of Europe’s top destinations – and remains committed to keeping tourism sustainable and authentic for the future.
Published by HOLR Magazine