Farm buildings that have become redundant due to agricultural change often find themselves in an area of conflict between conservation and further development. The Swiss Maiensass, Alpine farms traditionally used at the intermediate altitude from spring to fall, are a prominent example of such a landscape element. The qualitative case study on which this paper is based focuses on different users’ perceptions of the Maiensass and their development. Our results show that the Maiensass are a particularly lively element in Swiss cultural heritage. These small farms are often reused and thus have to satisfy the needs of different resident and non‐resident users. Users attribute a multitude of meanings to the Maiensass referring to both their present and past functions. For non‐residents the Maiensass are mainly a symbol of shared roots and national identity which should be protected, whereas for residents they stand stands for the continuity of their local culture and creative possibilities. The main challenge...