Flims is quiet and beautiful. A place of tranquility away from noisy mountain tourism. A home to many endangered species. And threatened by over-tourism. To ensure that this unique natural beauty and UNESCO World Heritage Site will be preserved for future generations, the tourism board asked visitors and residents to approach nature in a respectful way – to Keep it calm and beautiful. What was meant to be an awareness campaign also became the region’s marketing campaign since the claim «Keep It Calm And Beautiful» is not only a plea, but also a promise to nature lovers.