Cembra is the capital town of the Valley. It lies on the right bank of the river Avisio, at an altitude of 667 metres. The municipality, which extends over a vast terrace formed in the ice age, in the lee of Mount Cembra (1250 m), overlooks a large plain known as the “Campagna Rasa”, which has been built up relatively recently.
The main source of income is the porphyry industry. The typical terraced fields which descend towards the Avisio are mainly dedicated to vineyards. There is a large production of grapes for fine wines such as Nosiola, Cabernet, Pinot Nero, and the most important, Müller Thurgau.