At the confluence of two streams, the Cismon and the Canali, in the broad valley at the foot of the Pale di San Martino, Fiera di Primiero owes its name to the fact that, in the 15th century, it was the main administrative centre and site of the largest fair to be held in the entire valley. Today, at 730 metres, Fiera is a wonderful summer holiday resort, where visitors keen on outdoor pursuits can enjoy hikes and mountain-bike tours in the area's spectacular natural surroundings.
Numerous events - whether culturally or music-themed (such as the Concerti di mezza quota concerts) or traditional folk events (In giro per i filò, a tour of the old barns) - keep visitors pleasantly busy during the summer. Fiera di Primiero, despite being the smallest town in the valley, features the highest concentration of shops and boutiques with the best brands, wellness centres and characteristic pubs and restaurants. Another attraction is the Palazzo delle Miniere, a fascinating example of Late Gothic architecture, which, in the 15th century, served as the seat of the "Judge of the Mines".
Very few people know that Fiera is also the birthplace of Luigi Negrelli, the creator of the plans for the Suez Canal and designer of many railroads in Europe. The house where he was born is currently a museum and can be visited.