The Alpine area is experiencing the combined challenges of an ageing population and new migration models. At the same time, opportunities for social innovation and development arise from cultural diversity and pluralism. Mountainous and peripheral Alpine areas need new approaches that enable them to develop a welcoming culture, which is credibly embraced and implemented by municipalities, SMEs and civil society. PlurAlps aims to develop and promote such a welcoming culture and to increase the territorial attractiveness and social cohesion of Alpine areas through innovative services and practices for the integration of migrants.