The active protection of fauna and flora is a requirement for almost all interest groups in the Alpine region. This work shows how the destination development strategy of the leading tourism company Silvretta Montafon is becoming a project that implements sustainability and attempts to bridge the gap between the environment and the economy on the basis of scientific findings. What makes this company special is that Silvretta Montafon, as a representative of the economy, does not harm nature but rather acts as its ally. The Montafon valley at the foot of the Silvretta mountains is recognised as a destination for recreation, activity, relaxation and, ultimately, as a source of quality of life. Nature thus becomes the consensus-building link between economy, ecology and the social environment.