To Austria | 1937

To Austria, 1937, by Erich von Wunschheim

This striking travel poster presents a serene winter landscape in the Austrian Alps, with untouched snowdrifts and a clear blue sky. At the centre, a small group of skiers moves toward traditional alpine chalets, their long shadows cast over the crisp white snow. The smooth curves of the mountains contrast with the detailed rendering of the wooden lodges, while the soft colour palette enhances the peaceful atmosphere.

Produced for the National Union of Students, this poster encouraged British university students to travel to Austria for skiing, climbing, and other outdoor activities. In the 1930s, skiing was becoming an increasingly popular pastime, particularly among students and young professionals, as European rail networks made alpine resorts more accessible. Austria, with its well-established ski culture and picturesque landscapes, was a prime destination. However, the looming shadow of World War II meant that just a few years later, tourism in the region would be disrupted, and Austria itself would be annexed by Nazi Germany in 1938.

Erich von Wunschheim was an Austrian artist known for his elegant and minimalist travel posters, often commissioned to promote winter tourism in the Alps. His work typically featured clean lines, bold compositions, and a masterful use of light and shadow to evoke depth and movement.