The 1947 travel poster for Stresa, created by artist Theo Taimonti, is a breathtaking example of mid-century tourism advertising. Designed as part of Italy’s post-war tourism revival, this poster captures the natural beauty and elegance of Stresa, a picturesque lakeside town on Lake Maggiore in northern Italy.
During the late 1940s, Italy was recovering from the devastation of World War II, and the government, through organizations like ENIT (Ente Nazionale Italiano per il Turismo), sought to promote the country’s cultural heritage, scenic beauty, and luxurious retreats to international travelers.
Taimonti’s artistic style is reminiscent of watercolor landscapes, emphasizing soft natural tones, rich greenery, and a dreamlike quality that evokes a sense of escape. The poster presents a serene panoramic view of Lake Maggiore, framed by lush trees and rolling hills.
In the foreground, we see the charming town of Stresa, with its elegant villas and hotels nestled among the greenery. The background features the Borromean Islands, a jewel of the lake, where grand palaces and lush gardens appear to float on the water. The distant mountains complete the scene, giving depth and a sense of tranquility.
By the time this poster was created, Stresa had already established itself as a luxury travel destination, favored by European aristocrats, writers, and artists. The town’s grand hotels, such as the Grand Hotel des Iles Borromées, had hosted famous figures like Ernest Hemingway, who referenced Stresa in his novel A Farewell to Arms.
The Borromean Islands, seen in the poster, include:
This poster was part of a larger campaign aimed at reviving Italy’s economy through tourism. In the late 1940s, Italy promoted its stunning landscapes, historical sites, and artistic heritage to attract European and American travelers eager to experience beauty and relaxation after the war.
Taimonti’s Stresa poster embodies the post-war optimism of Italy, showcasing the country’s timeless allure and natural splendor. It invites travelers to rediscover peace, elegance, and the romance of the Italian lakes.
Today, vintage travel posters like this one remain highly collectible, cherished for their artistic style, nostalgic appeal, and historical significance. They transport us back to a time when travel was an art, and destinations were sold through evocative imagery rather than digital screens.
Railway - Sea - Tourism - Italy
Printed by Barabino & Graeve
Good condition, slight restorations
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