This study explores media discourses about encounters between livestock and tourists in alpine destinations. As tourism increasingly intersects with agriculture in alpine regions, conflicts between stakeholders, such as farmers and visitors, emerge. While previous research linking animals and tourism primarily addresses wildlife, little attention has been paid to interactions between tourists and livestock in the context of alpine destinations. This research contributes to fill this gap by analyzing how Austrian media portray these encounters and their role in shaping public perceptions and potential conflicts. By examining 50 relevant articles the study enhances understanding of how media discourse farm animals, alpine tourism as well as their coexistence. The findings will help to develop communication strategies for improving stakeholder relations and promoting sustainable tourism in rural regions.