The most important historical facts about the development of tourism in Montafon

Since centuries the Montafon is an area where people like miners, merchants, cattle-market visitors and hemmers pass through. These people visited the valley and so guesthouses were built. This early form of tourism dates back in the early 17th century.  The inhabitants of the valley seemed to be open-minded towards tourism.

In the year 1870 tourism was completely different from tourism today. The alpine scenery was very important for the development of the valley. In the late 19th century nature as place for recovery was discovered.
Many first ascents of mountain peaks took place before the tourists came as the Piz Buin in the year 1865.

When the tourist came to the Montafon experienced mountaineers could earn some extra money as mountain guides.
The Montafon would have never become a tourist region, if it had been only the few mountaineers who came to the valley. But often there were whole families who went for walks. These visits took only place in summer.

A main role in the development of tourism has the railway. In the year 1872 the ‘Vorarlberg-railway’ and in the year 1884 the ‘Arlberg-railway’ were built. Now it was much easier to reach the valley.
In the same year -1884- the first Montafon travel guide was written by Otto Pfister.
Pfister wrote that there had been 30 guesthouses at that time.

Another important fact was the opening of the railway between Bludenz und Schuns in the year 1905. Soon the main village in the valley started to push the tourism.
Besides many amenities Schruns also had a good touristy infrastructure.
In 1896 there were 210 beds for tourist in guesthouses as well as private houses, a doctor and three times a day a connection to Bludenz.

Paulina, Nina O. und Sina

In the middle of the 20s and at the beginning of the 30s the first touristy boom took place.

The tourist club of Schruns published the first village and hiking guides in the year 1927. Many attractions like skating rinks, toboggan run, bowling alley, tennis courts were mentioned there.
In newspapers you could find advertisements for ski instructors and tour guides. At this time there were no ski lifts!

In the year 1924 you could find a private bus agency in Partenen. Three years later the post started to run their own line.
Following numbers show the increase: 1924/1925 54.562 overnight stays;1927/1928 87.787 overnight stays. These were mostly summer overnight stays.
At this time the first cinema was built in Partenen. The famous writer Ernest Hemingway was a tourist and wrote some criticisms.
1933 Adolf Hitler came up with the 1000 Mark barricade. Especially the Montafon was hit badly by this barricade.
During the governance of Adolf Hitler only privileged people were able to go on holiday.
Albrecht Speer a well known Nazi went on a holiday to the Montafon.

Fabian und Mathias

Guarantors for the economical success after WWII were the ’Illwerke’ and tourism. They played a main role in the areas road-works and power exploitation.
This was also important for skiing. The touristy boom was important for finding investors who built hotels and lifts.
The cable cars in Latschau and Partenen as well as streets made it much easier to reach the ski areas.
All these developments as well as the enthusiasm of the people towards skiing were reasons why skiing became such an important part of the life of the people in Montafon.
It was 1947 when the first and the longest chairlift was built on Grabs.

This chairlift was a reason why Tschagguns was scene of the Austrian Championships in the year 1947.
The chairlift on Grabs was one of the many in Vorarlberg and was the beginning of a huge boom.

1949 the idea ‚ski-stadium Montafon’ was mentioned for the first time. This happened in context with the foundation of the ’Skiclub Montafon’. Its goal was the encouragement and the upgrading of the sport and of the tourism.

Alex, Manuel und Adrian

At the end of the year 1959/60 are traditional race was reanimated. The particular reason: The cable car which was used to build the power station ‚Lünersee’ was released for public transport. So Tschagguns had a second ski area.
1963 the first ‚gold-key-races’ took place in Tschagguns. The village had hosted many different events like the provincial championships even before.
Many volunteers were necessary to organize the races. The ski club, the community, the tourist offices and the mountain railways were working together. The name for the race came from the emblem of Montafon and the legend which is connected with the emblem. In the news there were reports about these races as well as the success of the female Austrian skiers. Even television broadcasts gave a live account of the ski races. This medial advertising had positive affects for the valley. The ski race took place every other year and found its end in the year 1983 with a scandal.

With the changeover from the 70th to the 80th a new promotion strategy came up: 
The valley of the stars!
Each community got its own sign of zodiac. The commercialization of different products and offers was adjusted to this promotion strategy.
The new term ’alpinescene Montafon’ came up in the year 2000. The broadcast ’Starnacht im Montafon’ was a try to be more present in the media.
In the year 2009 the Montafon Tourism limited liability company has been founded.
Many shareholders connected up with the limited liability company to increase the activities on the market. The collaboration of many different people and a wide range of know how should help to strengthen the brand Montafon.

Laura und Jasmin

Source:
Brugger, Archiv Montafon, 100 Jahre Tourismus Verband, Heimat Bludenz