Over the hills and far away! (1946-1955)
After the horror of war people are longing for an idealised world. They have a yearning for the sun and the South, for red wine and "Bella Italia". The German economic miracle makes the dream possible. A holiday becomes a right for all classes of society.
The joys of motoring
A holiday with a car of one's own becomes the ideal. Beginning in 1953, the Meran Tourist Office organises Meran springtime motor rallies. They are so popular that they are held every spring for 30 years. The participants come from all over Europe and receive a badge as a souvenir.
A paradise on earth
Romantic films set in the Alps play their part in turning a pastoral idyll into a holiday paradise. Popular music reinforces the longing for a perfect world. Love songs such as "Volare" celebrate "bella Italia".