This study explores the territorial identity of the Lower Aosta Valley (Italy), a region undergoing economic and social transformation from an industrial to a tourism-driven economy. By adopting a quali-quantitative approach, we analyze the perceptions of local stakeholders - including residents, tourists, and professionals - regarding the identity and development potential of this area. Using a combination of sentiment analysis, fuzzy clustering, and in-depth interviews, we identify key narratives shaping the region’s evolving identity. Our findings highlight the region’s challenges in defining a cohesive vision for future development, and the opportunities emerging from its geographical and cultural peculiarities.