Guided Tour at MAG Highlights Garda’s Tourism Promotion

The Museo Alto Garda in Riva del Garda will host a guided tour on Sunday, 23 August at 10:30, covering the exhibition “Visitate il Garda. Grafica e promozione dalla Belle Époque al turismo moderno.” The appointment traces how the lake’s tourist image was formed through posters, postcards, brochures, period printing materials, and film archives from the Istituto Luce.

The route explains how the Garda became a recognizable European destination before mass tourism, including the Belle Époque portrayal of the lake as a “Mediterranean of the Alps.” It also follows the evolution of tourism communication up to the 1930s, when developments such as the construction of the Gardesana road helped shape ideas of speed and modernity, reflected in more concise and dynamic graphic styles influenced by Futurism.

The tour covers more than 100 works and looks at the shift from static printed representations to film-based storytelling of a lived and traveled territory. Participation is included with the museum ticket, and no booking is required.
Italian Version