Before the age of social media, travel posters were the ultimate tool for inspiring wanderlust. Nowhere was this more evident than in the promotion of the European Alps, which became a global hub for winter sports tourism. The story of these iconic posters intertwines with the development of winter tourism itself, a phenomenon that began in the mid-19th century.
The Birth of Winter Tourism in St. Moritz
In 1864, Swiss hotelier Caspar Badrutt invited four British guests to his hotel in St. Moritz, Switzerland, for a winter stay. At the time, the town was primarily a summer destination known for its natural springs and ties to the pilgrimage of St. Maurice. Badrutt’s invitation revolutionized tourism, transforming St. Moritz into the birthplace of Alpine winter sports.
By the late 19th and early 20th centuries, St. Moritz had become a playground for the elite, offering activities such as bobsledding, ice skating, curling, tobogganing, cross-country skiing, and snow polo. Its reputation as a winter wonderland solidified when it hosted the first official Winter Olympics in 1928.
The Role of Posters in Alpine Tourism
As Alpine resorts gained popularity, the need to market them became essential. Railways like the Montreux–Oberland Bernois Railway (MOB) and the Bernese Oberland Railway (BOB) enlisted top graphic artists to create bold, vibrant posters that showcased the breathtaking scenery and thrilling sports of the Alps. These posters featured cinematic depictions of the mountains, skiers, and winter activities, paired with striking typography that immortalized destinations like St. Moritz, Zermatt, Gstaad, and Chamonix.
Artistic Movements and Influential Designers
Early 20th-century posters were influenced by plakatstil, a German poster style characterized by clean lines and bold colors. In Switzerland, Art Deco aesthetics took center stage, with a focus on elegance and modernity. Swiss artists such as Emil Cardinaux, Carl Moos, Johannes Handschin, and Hugo Laubi created timeless works of art that celebrated the Alps.
One of the most notable contributors was Walter Herdeg, who worked exclusively for St. Moritz’s tourist board in the 1930s. He designed the town’s iconic red script and sun logo, which became the world’s first tourist trademark. Meanwhile, Alex Diggelmann, another celebrated Swiss artist, won Olympic medals for his poster designs in 1936 and 1948, when the Olympics still recognized Applied Arts as a competitive category.
In France, Roger Broders emerged as the preeminent travel poster artist, working with the PLM Railway Company to promote the French Alps and Côte d’Azur from 1922 to 1932. Broders’ Art Deco posters emphasized strong lines, minimalistic lettering, and natural color palettes. His designs, often depicting skiers against majestic mountain backdrops, remain highly collectible to this day.
The Art of Poster Production
Early ski posters were painstakingly created using stone lithography, a process in which designs were carved into limestone and printed in layers of vibrant color. By the 1930s, offset lithography—using metal sheets—streamlined production, allowing for greater distribution. However, these posters remained artistic masterpieces, with richly pigmented inks and dynamic compositions that captivated audiences.
A Shift in Visual Storytelling
While early posters showcased a variety of winter sports, skiing eventually became the dominant theme, reflecting its growing popularity across the Alps. By the 1960s, traditional graphic posters were gradually replaced by photographic imagery, with photographers like Slim Aarons capturing the glamorous allure of snowy resorts.
The American Ski Poster Movement
Inspired by their European counterparts, American developers adopted poster marketing to promote ski resorts in the United States. In 1936, Sun Valley, Idaho, introduced the country’s first chairlift for downhill skiing. Union Pacific Railroad, owned by developer Averell Harriman, commissioned European-style posters to advertise Sun Valley as a premier winter destination. This trend later extended to other American resorts like Aspen, Vail, and Park City.
From Marketing Tools to Collectors’ Treasures
Today, original ski posters from the early 20th century are celebrated as works of art. Collectors prize them for their vivid designs and nostalgic connection to the golden age of travel. These posters represent more than just advertising—they encapsulate the spirit of adventure, elegance, and creativity that defined the rise of winter tourism.
Whether promoting the grandeur of the Swiss Alps or the charm of American resorts, these posters continue to evoke a sense of wanderlust, proving that great art transcends time and trends.
