Image 0 - Take Holiday!
Image 1 - Take Holiday!
Image 2 - Take Holiday!

Take Holiday!


With its beguiling lake scenery and dramatic mountain backdrops Switzerland promises dream holidays. On the occasion of the anniversary “100 Years of Swiss Tourism Marketing”, the Mu-seum für Gestaltung uses graphic design masterpieces to review the history of advertising the country’s charms.


The Tourism Poster and its Subject
The early tourism poster shifts between the poles of picturesque lakes and dramatically exaggerated mountain massifs. The main focus is on two, still relevant aspects of every holiday-maker’s longings: the need for relaxation and the desire for adventure. Technical achievements and new buildings are showcased at an early stage; new architecture for hotels and public bathing facilities is fittingly cele-brated. Roads that wind in tight curves, tall arcaded bridges, cableways at dizzying heights and mountain railways promise a buzz of excitement as well as breathtaking views. In the interwar period the conquest of nature through sport becomes the main means of persuasion used by tourism adver-tising. Posters from the 1930s clearly illustrate the change. Instead of being passive onlookers, peo-ple are now protagonists. In the posters for the spa baths woman are depicted as objects of desire, while in the winter tourism posters it is men who play the leading roles.


An interactive facility Graphic Program allows visitors to design their individual holiday paradise and to take part in a competition with their own poster. With a little luck, you could win one of our fantastic prizes offered by Switzerland Tourism!

  • 1 Price: 2 nights for 2 pax in double room, breakfast and dinner at the Sunstar Alpine Hotel – Flims
  • 2 Price: 1 night for 2 pax in double room, breakfast and Spa entrance at the Blausee Hotel – Blausee
  • 3 Price: 1 night for 2 pax in double room, breakfast at the Klosterhotel St. Petersinsel – Erlach


  • OPENING Mon... Sun: 10.00 - 18.00
  • CATEGORIES Exhibitions and fairs