Holiday 2.0 - South Tyrolean tourism in change 2003-2013

29.03.2013-15.11.2013, Trauttmansdorff Castle (coach house)

Urlaub Vacanze 2.0

Travellers can nowadays use their smartphones to look for restaurants, tweet their top tips and let their friends see their holiday snaps on Facebook. Online portals allow guests to rate the hotels and restaurants they visit in real time – much to the chagrin of the proprietors, who are no longer able to claim the sun shines all year round. This exhibition at the Touriseum illustrates the profound changes that have affected travellers and locals alike in the holiday land of South Tyrol since the museum’s opening in 2003.


The Touriseum, the first museum in the Alpine region completely dedicated to the history of tourism, is celebrating its tenth anniversary in 2013 with a special exhibition on the recent changes affecting travellers and locals in the holiday land of South Tyrol.

Holidays feel different today compared to just 10 years ago: the internet and smartphones have revolutionised our world view. Everything is recorded, everything shared: tourists can nowadays use their smartphones to look for restaurants, tweet their top tips and let their friends see their holiday snaps in real time. Now the guests themselves rate hotels online with their preferences and whims. The motto on departure used to be: “Come back soon”. Today, hoteliers bid farewell with an additional phrase: “Please rate us positively.”

Our demands in terms of life and leisure time have risen, especially on holiday: just walking, skiing or lazing around is yesterday’s news. Visitors today want to experience as much as possible in the shortest possible time. There is a wide range of possibilities on the way to “Destination Myself”. It is possible to design a holiday from individual components: varied, different and preferably everything at once. At the same time, however, climate change and the consequences of mobility are visible as never before. The special exhibition Holiday 2.0 looks at some of the changes affecting the holiday land of South Tyrol and shows how the tourism sector is reacting. By focusing on eleven trends, it also suggests in which direction this journey is leading.

Original installations by the Gröden Valley artist Teo Mahlknecht, who designed the Touriseum’s “South Tyrol game”, typify these trends. The exhibition is supplemented by interviews with those involved “behind the scenes”, staged by South Tyrolean filmmaker Karl Prossliner in the coach house of Trauttmansdorff Castle. The exhibition concept is by Gruppe Gut, with the texts written by Josef Rohrer.

The South Tyrol Museum of Tourism, located in Trauttmansdorff Castle near Meran in the midst of splendid botanical gardens, is open daily from Friday, 29 March from 9 a.m. to 7 p.m. In June, July and August the Museum will be open until 11 p.m. From 1 to 15 November the Museum will be open daily from 9 a.m. to 5 p.m.

Urlaub_Vacanze 2.0

Trailer