Cortina d'Ampezzo, the glamorous Olympic village, is undergoing a transformation with heavy investments in new hotels and sports facilities to boost tourism. The local economy is thriving with hopes that these developments will draw in more visitors, including high-profile celebrities who are increasingly frequenting the area. However, this surge in investment raises questions about the preservation of the village's local traditions and culture, which some long-term residents feel may be at risk.

One of the notable additions is the modern 'Brave Club', associated with the historic Hotel Ancora, which now offers a vibrant nightlife experience complete with a hefty entry fee. The club aims to create a space where patrons can indulge in cocktails while keeping their experiences private, away from the prying eyes of social media. This modern take, however, divides opinions; while it attracts a younger, trendier crowd, it also alienates some older locals who cherish the village’s historical identity and communal spirit.

The ongoing tension between modernization and tradition reflects a larger narrative seen in popular tourist destinations, where balancing economic growth with cultural heritage becomes a complex challenge. As Cortina d'Ampezzo prepares for a new era of tourism, the decisions made will not only influence the village’s economic landscape but also its cultural fabric, shaping what it means to live in this iconic location for generations to come.