The Relevance of Intangible Cultural Heritage and Traditional Languages for the Tourism Experience: The Case of Ladin in South Tyrol

Cultural tourists have become increasingly interested in intangible cultural heritage and in minority, peripheral areas. This paper will focus on the ICH of minority communities, with a closer look at minority languages, considering the Ladin communities of South Tyrol (Italy). This study uses a qualitative methodology—16 semi-structured interviews with German- and Italian-speaking tourists in Val Pusteria, with a video presenting a real-life situation in Ladin. It reveals that, although culture is not the main motivation to travel to South Tyrol, tourists are fascinated by tangible and intangible aspects of the South Tyrolean culture, such as the architecture, traditional lifestyle, events, practices, dresses, and the language. What is particularly interesting is the role that cultural sustainability plays for the region: the successful maintenance of traditions, including the traditional languages—dialect and Ladin—are mentioned with affection. Tourism practitioners in Val Pusteria and the neighboring Ladin valleys should consider experiences in and with the Ladin language as fun and interesting for tourists but should also provide interpretational and educational support.