In the context of regionalism and regionalisation, the notion of a region holds sway. Discussions around the topic of how spatial entities defined as ‘regions’ form, evolve, develop, become institutionalised and sometimes stabilized have been active and profound over the last forty years. Moreover, rich and diverse literature provides different conceptualizations and problematisation of regions that have been changing over time. ‘Heterogeneous relations’ that stretch over boundaries and are not territorially fixed have been accorded an increased attention in the regional studies. This research investigates the region building process in the Alpine region and analyses different agenda-settings pursued by various stakeholders in the Alpine region. The study employs qualitative methods to analyse processes of region building by applying Paasi’s institutionalisation theory. The findings show the regional dynamics in the case under investigation and claims that the Alpine region has being transformed from a closed, bounded, territorially fixed entity to a relational one, based on not territorially fixed heterogeneous relations. This transformation leads from a relatively ‘fixed’ Alpine region (as defined by Alpine Convention) to a more fluid, unbounded and ‘fuzzy’ space – the Alpine macro-region, which is being developing.