The beauty of the mountain world. The quality of nature. The comfortable accommodation. In the years when tourism was just getting started, the first brochures were already being printed – and future tourists were introduced to Ischgl’s best side. Trisanna has found some of the best examples.
This is how Ischgl was described, for example, in a brochure for “Haus Tirol” from the fifties:
“SCENICALLY BEAUTIFUL, ENJOYING PLENTIFUL SUN AND DEEP SNOW, IN THE MIDST OF THE SILVRETTA AND ARLBERG RANGES, THE MOST FAMOUS OF THE TYROLEAN SKI AREAS”
It’s interesting to see how the distances were calculated back then. For the journey from Vienna to Landeck, the tourism experts estimated no less than 12 hours, whilst Munich to Landeck still took nine hours. Taking either the motor bus or the motorized sledge was recommended for the drive on from Landeck to Ischgl.
Appeals were also made to the traveller’s comfort:
“FITTED WITH ALL MODERN COMFORTS AND EXCELLENTLY MANAGED”
And it was made clear that even at almost 1 400 metres, everything the urban traveller dreamt of was on offer: “Central heating, bathrooms, en suite rooms, running hot and cold water in all rooms, sunny terrace with sun loungers, shared lounges, five o’clock tea, dances etc. French, English and Italian spoken; exquisite French cuisine.”
“YOU WILL NOT WANT FOR ANY COMFORT WHEN YOU STAY WITH US – BUT YOU WILL ALSO NEVER FEEL LIKE A HOTEL NUMBER”