Developing an integrated place-based approach is necessary in order to generate sustainable policies in mountain and peripheral areas with high natural values. The High Catalan Pyrenees in Catalonia is one of these remote areas with high natural values, currently facing severe sustainability challenges. The high natural values, also called environmental capital, represent the main source of assets in a development rationale. In the urban-rural dynamics arena, “naturbanization” is one of the processes that express the profound transformation of rural society in these areas. Understood as the increasing attraction of new residents to Protected Natural Areas (PNA), naturbanization generates new development opportunities together with social renewal. Naturbanization also increases pressure on land use and raises divisions among the wide range of land users. Previous studies have identified two main paths in the area. On the one hand, ski resorts associated with new second homes are at the core of what can be called the “tourism and building” model. On the other hand, handicraft products represent the key in innovative development and social initiatives. Both models are focused on visitors but yield different impacts over the land and on the community. Both land and community use environmental assets and they are located in or close to PNA. The tourism and building model has brought about an important demographic recovery and an increase in per capita income in the area. However, this model has found its limits when promoted solely as a model of growth in the eco-development framework. In contrast, entrepreneurial activities with added value show greater consistency with sustainable principles. Moreover, women’s participation in entrepreneurial projects shows an increasing leadership role that can be associated with greater gender equality. New research explores the extent of the innovative initiatives related to natural assets and highlights the importance of developing an integrated approach in order to generate sustainable policies.