The principal concern of the Alpine Convention is to combine measures for nature conservation in the Alpine region with sustainable, future-oriented development of the regions themselves. Nature and culture, ecology and economy collide head on, and it is the stated principal objective of the “Alpine Town of the Year” Association to communicate this idea to the population at large. While the Alps are still clearly rural in terms of surface area, the population – and with it the economy – is already predominantly urban. Given that around two thirds of the population in the Alps live in urbanised regions, which in turn represent around 40% of the total Alpine area, Alpine towns play a key role in filling the Alpine Convention with life.