From the Belle Epoque to Instagrammable tourism, one hundred years of holiday

A new exhibition in Riva del Garda traces a century of Italian holiday culture, from the Belle Époque to the era of Instagrammable travel. Opened at the MAG Museo Alto Garda until October 18, 2026, the show titled “Visitate il Garda. Grafica e promozione dalla Belle Époque al turismo moderno” presents a visual journey through the evolution of leisure and tourism in Italy. The exhibit features rare postcards, vintage advertisements, and photographs that document how the concept of vacation has transformed over time. Curated by Matteo Rapanà and Anna Zunino, the display highlights the shift from elite summer retreats to mass tourism, reflecting broader societal changes in taste, transportation, and media consumption. The exhibition begins with the early 20th century, when holidays were imagined through illustrated guides and posters that evoked a sense of anticipation. These materials, often displayed in train stations or sold in elegant bookstores, captured the romanticism of travel before it became accessible to the masses. The Garda region, suspended between the Alps and Mediterranean influences, emerged as a symbol of this idealized vision. Over time, however, the imagery evolved alongside technological advancements and shifting social norms. By the mid-20th century, the focus shifted from artistic renderings to photographic realism, influenced by the rise of television and the increasing role of photography in shaping public perception. The display includes striking images of women who played a central role in redefining the aesthetics of leisure. Their presence in promotional materials reflects changing ideals of femininity and style, with figures depicted in wide-brimmed hats, elegant gowns, and other symbols of refinement. Alongside them appear early automobiles, which signaled the growing accessibility of travel and the transformation of the countryside into a destination open to all. This period marks a turning point, as the once-exclusive practice of summer vacations began to expand beyond the upper classes. By the 1960s, the exhibition notes, the landscape of tourism had undergone a dramatic change. Traditional painted signs gave way to photographs and televised promotions, signaling the arrival of mass tourism. The Garda region, once a place of imagination, became a tangible destination shaped by evolving consumer habits and media influence. The exhibit underscores how these visual representations helped shape national identity and contributed to the global image of Italian tourism. The region’s unique blend of natural beauty and cultural heritage made it a model for promoting leisure as both a personal experience and a collective aspiration. The exhibition also explores the broader impact of design and advertising on society. It demonstrates how visual language has been used to construct desire, influencing generations of travelers. From the ornate illustrations of the Belle Époque to the sleek, high-contrast visuals of modern social media, the show charts a continuous dialogue between art, commerce, and cultural memory. The Garda, as a case study, reveals how local landscapes can become powerful symbols within a larger narrative of national and international tourism. The MAG Museum continues its commitment to preserving and interpreting the history of Italian leisure culture. The exhibition, which runs daily, invites visitors to reflect on the ways in which their own experiences of travel have been shaped by centuries of visual storytelling. Through its detailed curation and historical context, the show offers more than just a glimpse into the past, it provides insight into the present, revealing how the desire to escape, explore, and connect remains deeply rooted in human nature.