Depictions of women throughout history have significantly shaped the appeal of tourist destinations. On posters, postcards, and in travel guides, they represented symbols of hospitality, beauty, local tradition, and leisure activities.
Although they were constantly present in promotional materials, their actual role was often overlooked. The exhibition “Women in the Promotion of Tourism in Istria and Dalmatia in the 19th and 20th Century: Perspectives, Representations, and Roles” sheds light on the role of women in creating the tourist image of the Adriatic coast.
The exhibition presents visually engaging material from tourism publications of Istria and Dalmatia across three historical periods: the Austro-Hungarian period, the interwar period, and the socialist period.
The exhibition, which has been touring Croatia since 2022, is being presented in Slovenia for the first time this year in an expanded format that also includes the Slovenian part of Istria.
The content is organized into seven thematic sections—from the first promoters of the region to typical representations of women in promotional tourism print media of the period:
- Promoters
The first influential female promoters who helped shape the image of tourism in Istria and Dalmatia.
- From the Covers
Visual styles of portraying women that attracted visitors through posters and magazines.
- On Holiday
Depictions of women enjoying moments of relaxation and leisure along the Adriatic coast.
- At Work
Representations of women at work, showing their roles in tourism.
- In Motion
Sports and leisure activities that illustrate women’s strength and dynamism.
- Mothers
Depictions of women as mothers caring for children and reinforcing their family role.
- Fashion
Women’s fashion styles that accompanied tourism and reflected the spirit of the times.
Exhibition authors:
Researchers Dr. Jasenka Kranjčević (Institute for Tourism, Zagreb) and M.A. Tomi Brezovec (Faculty of Tourism Studies Turistica, Portorož)