The period between the French Revolution and the Battle of Königgrätz in 1866 was a period of war. The monarchies of Europe, led by the Habsburgs, had declared war on the French Republic. Fears were rife that the motto of the Revolution "Liberté, Égalité, Fraternité" could spread across Europe. A young general named Napoleon Bonaparte was with his italienischen Armee advanced across the Alps as part of the coalition wars and met the Austrian troops there. It was not just a war for territory and power, it was a battle of systems. The Grande Armee of the revolutionary French Republic met the arch-Catholic Habsburgs.

Tyrolean riflemen were involved in the fighting to defend the country's borders against the invading French. Companies such as the Höttinger Schützen, founded in 1796, faced the most advanced and best army in the world at the time. The Cult of the Sacred Heart, which still enjoys great popularity in Tyrol today, dates back to this time. In a hopeless situation, the Tyrolean troops renewed their covenant with the heart of Jesus to ask for protection. It was the abbot of Stams Monastery who petitioned the provincial estates to henceforth organise an annual "das Fest des göttlichen Herzens Jesu mit feierlichem Gottesdienst zu begehen, wenn Tirol von der drohenden Feindesgefahr befreit werde." Every year, the Sacred Heart celebrations were discussed and announced with great pomp in the press. Particularly in the 19th and early 20th centuries, they were an explosive mixture of popular superstition, Catholicism and national resentment against everything French and Italian. Alongside Cranach's Mother of Mercy, the depiction of the heart of Jesus is probably the most popular Christian motif in the Tyrolean region to this day and is emblazoned on the façades of countless houses.

In the war years of 1848, 1859 and 1866, the so-called Italian wars of unification. In the course of the 19th century, at the latest since 1848, there was a veritable national frenzy among young men. Volunteer armies sprang up in all regions of Europe. Students and academics who came together in their associations, gymnasts, marksmen, all wanted to prove their new love of the nation on the battlefield and supported the official armies. Probably the most famous battle of the Wars of unification took place in Solferino near Lake Garda in 1859. Horrified by the bloody events, Henry Durant decided to found the Red Cross. The writer Joseph Roth described the events in the first pages of his classic book, which is well worth reading Radetzkymarsch.

"In the battle of Solferino, he (note: Lieutenant Trotta) commanded a platoon as an infantry lieutenant. The battle had been going on for half an hour. Three paces in front of him he saw the white backs of his soldiers. The first row of his platoon was kneeling, the second was standing. Everyone was cheerful and certain of victory. They had eaten copiously and drunk brandy at the expense and in honour of the emperor, who had been in the field since yesterday. Here and there one fell out of line."

As a garrison town, Innsbruck was an important supply centre. After the Congress of Vienna, the Tyrolean Jägerkorps the k.k. Tiroler Kaiserjägerregiment an elite unit that was deployed in these conflicts. Volunteer units such as the Innsbruck academics or the Stubai Riflemen were fighting in Italy. The media fuelled the atmosphere away from the front line. The "Innsbrucker Zeitung" predigte in ihren Artikeln Kaisertreue und großdeutsch-tirolischen Nationalismus, wetterte gegen das Italienertum und Franzosen und pries den Mut Tiroler Soldaten.

"Die starke Besetzung der Höhen am Ausgange des Valsugana bei Primolano und le Tezze gab schon oft den Innsbrucker-Akademikern I. und den Stubaiern Anlaß, freiwillige Ercur:sionen gegen le Tezze, Fonzago und Fastro, als auch auf das rechte Brenta-Ufer und den Höhen gegen die kleinen Lager von den Sette comuni zu machen...Am 19. schon haben die Stubaier einige Feinde niedergestreckt, als sie sich das erste mal hinunterwagten, indem sie sich ihnen entgegenschlichen..."

The year 1866 was particularly costly for the Austrian Empire, with the loss of Veneto and Lombardy in Italy. At the same time, Prussia took the lead in the German Confederation, the successor organisation to the Holy Roman Empire of the German Nation. For Innsbruck, the withdrawal of the Habsburg Monarchy from the German Confederation meant that it had finally become a city on the western periphery of the empire. The tendency towards so-called Großdeutschen Lösung, also einer Staatlichkeit mit dem Deutschen Reich gemeinsam anstatt dem alleinstehenden Kaisertum Österreich, war in Innsbruck stärker ausgeprägt als im restlichen Land. Wie sehr diese Deutsche Frage die Stadt spaltete, zeigte sich noch über 30 Jahre später, als der Innsbrucker Gemeinderat dem Eisernen Kanzler Bismarck, der für den Bruderkrieg zwischen Österreich und Deutschland federführend verantwortlich war, eine Straße widmen wollte. Während sich kaisertreue Konservative entsetzt ob dieses Vorschlages zeigten, waren die großdeutschen Liberalen rund um Bürgermeister Wilhelm Greil begeistert ob dieser Geste der Vereinigung.

Die nationalen Bestrebungen der einzelnen Volksgruppen machten aber nicht nur ideell vor Tirol nicht halt, gehörte mit dem Trentino zwischen Salurn und Riva am Gardasee doch auch ein italienischsprachiger Teil zum Land. Im Tiroler Landtag forderten italienischsprachige Abgeordnete, sogenannte Irredentistsmore rights and autonomy for what was then South Tyrol. In Innsbruck, there were repeated tensions and clashes between Italian and German-speaking students. The WallschenThis term for Italians persists to this day and they were considered dishonourable, unreliable and lazy.

With the Tummelplatz, the Pradl military cemetery and the Kaiserjägermuseum on Mount Isel, Innsbruck has several places of remembrance of this time of great loss for the Habsburgs.

Philippine Welser was the wife of Archduke Ferdinand II. The Welsers were one of the wealthiest non-aristocratic families of their time. Her uncle Bartholomäus Welser was similarly wealthy to Jakob Fugger. He had also granted loans to the Habsburgs. Instead of paying off the loans, Emperor Charles V pledged part of the newly annexed lands in America to the Welsers, who in return used the land as a colony. Klein-VenedigVenezuela, with fortresses and settlements. They organised expeditions to discover the legendary land of gold El Dorado to discover. In order to get as much as possible out of their fiefdom, they set up trading posts to take part in the profitable transatlantic slave trade between Europe, West Africa and America. Their brutal behaviour led to complaints at the imperial court, where they were subsequently stripped of their fiefdom.

Ferdinand and Philippine met at a carnival ball in Pilsen. The Habsburg fell head over heels in love with the wealthy woman from Augsburg and married her. Nobody in the House of Habsburg was particularly pleased about the couple's secret marriage, even though the Welser's money was put to good use. Despite their wealth, marriages between commoners and nobles were considered scandalous and not befitting their status. The children were therefore excluded from the succession.

Philippine galt als überaus schön. Ihre Haut sei laut Zeitzeugen so zart gewesen, „man hätte einen Schluck Rotwein durch ihre Kehle fließen sehen können". Ferdinand had Ambras Castle remodelled into its present form for his beloved wife. His brother Maximilian even said that "Ferdinand verzaubert sai" by the beautiful Philippine Welser, when Ferdinand withdrew his troops during the Turkish war to go home to his wife.

Philippine Welser's passion was cooking. A collection of recipes still exists in the Austrian National Library today. In the Middle Ages and early modern times, the art of cookery was practised exclusively by the wealthy and nobility, while the vast majority of subjects had to eat whatever was available. The Middle Ages and modern times, in fact all people up until the 1950s, lived with a permanent lack of calories. Whereas today we eat too much and get ill as a result, our ancestors suffered from illnesses caused by malnutrition. Fruit was just as rare on the menu as meat. The food was monotonous and hardly flavoured. Spices such as exotic pepper were luxury goods that ordinary people could not afford. While the diet of the ordinary citizen was a dull affair, where the main aim was to get the calories for the daily work as efficiently as possible, the attitude towards food and drink began to change in Innsbruck under Ferdinand II and Philippine Welser. The court had contributed to a certain cultivation of manners and customs since Frederick IV, and Philippine Welser and Ferdinand continued to drive this development at Ambras Castle and Weiherburg Castle. The banquets they organised were legendary and often degenerated into orgies.

Herbalism was her second hobbyhorse. Philippine Welser described how plants and herbs could be used to alleviate physical ailments of all kinds. At Ambras Castle in Innsbruck, she had a herb garden created for her hobby and her studies.

According to reports of the time, she was very popular among the Tyrolean population, as she took great care of the poor and needy. The care of the needy, led by the town council and sponsored by wealthy citizens and aristocrats, was not a speciality at the time, but common practice. Closer to salvation in the next life than through Christian charity, Caritasyou could not come.

, konnte man nicht kommen. Ihre letzte Ruhe fand Philippine Welser nach ihrem Tod 1580 in der Silbernen Kapelle in der Innsbrucker Hofkirche. Gemeinsam mit ihren als Säugling verstorbenen Kindern und Ferdinand wurde sie dort begraben. Unterhalb des Schloss Ambras erinnert die Philippine-Welser-Straße an sie.

Archduke Ferdinand II of Austria (1529 - 1595) is one of the most colourful figures in Tyrolean history. His father, Emperor Ferdinand I, gave his son an excellent education. He grew up at the Spanish court of his uncle Emperor Charles V. He spent part of his youth at the court in Innsbruck, which was also influenced by Spain at the time. The years in which Ferdinand received his schooling were the early years of Jesuit influence at the Habsburg courts. At a young age, he travelled through Italy and Burgundy and had become acquainted with a lifestyle at the wealthy courts there that had not yet established itself among the German aristocracy. Ferdinand was what today would be described as a globetrotter, a member of the educated elite or a cosmopolitan. He was considered intelligent, charming and artistic. Among his less eccentric contemporaries, Ferdinand enjoyed a reputation as an immoral and hedonistic libertine. Even during his lifetime, he was rumoured to have organised debauched and immoral orgies.

Ferdinand had taken over the province of Tyrol as sovereign in turbulent times. The mines in Schwaz began to become unprofitable due to the cheap silver from America. The flood of silver from the New World led to inflation. This did not stop him from maintaining an expensive court, while the cost of living rose for the poorer sections of the population. The Italian cities were style-defining in terms of culture, art and architecture. Ferdinand's Tyrolean court was in no way inferior to these cities. His masked balls and parades were legendary. Ferdinand had Innsbruck remodelled in the spirit of the Renaissance. In keeping with the trend of the time, he imitated the Italian aristocratic courts in Florence, Mantua, Ferrara and Milan. Court architect Giovanni Lucchese assisted him in this endeavour. Gone were the days when Germans in the more beautiful cities south of the Alps were regarded as uncivilised, barbaric or even as Pigs were labelled.

But Ambras Castle was not the end of the story. To the west of the town, an archway is a reminder of the Tiergarten, ein Jagdrevier Ferdinands samt Lusthaus entworfen ebenfalls von Lucchese. Damit der Landesfürst sein Wochenenddomizil  erreichen konnte, wurde eine Straße in die sumpfige Höttinger Au gelegt, die die Basis für die heutige Kranebitter Allee bildete. Das Lusthaus wurde 1786 durch den heute als Pulverturm The new building, which houses part of the sports science faculty of the University of Innsbruck, replaced the well-known building. The princely sport of hunting was followed in the former Lusthaus, das der Pulverturm war, die Sportuniversität nach. In der Innenstadt ließ er das fürstliche Comedihaus am heutigen Rennweg errichten. Um Innsbrucks Trinkwasserversorgung zu verbessern, wurde unter Ferdinand die Mühlauerbrücke errichtet, um eine Wasserleitung vom Mühlaubach ins Stadtgebiet zu verlegen.

Ferdinand's politics were also influenced by Italy. Machiavelli wrote his work "Il Principe", which stated that rulers were allowed to do whatever was necessary for their success if they were incompetent and could be deposed. Ferdinand II attempted to do justice to this early absolutist style of leadership and issued a modern set of legal rules for the time with his Tyrolean Provincial Code. The Jesuits, who had arrived in Innsbruck shortly before Ferdinand took office to make life difficult for troublesome reformers and church critics, reorganise the education system and strengthen the church's presence, were given a new church in Silbergasse. It may seem contradictory today that the pleasure-seeking Prince Ferdinand defended the church as a Catholic and counter-reformer, but this was not the case in the late Renaissance period. With his measures against the Jewish population, he was also in line with the Jesuits.

Ferdinand spent a considerable part of his life at Ambras Castle near Innsbruck, where he amassed one of the most valuable collections of works of art and armour in the world.

Ferdinand's first "semi-wild marriage" was to the commoner Philippine Welser. The sovereign is said to have been downright infatuated with his beautiful wife, which is why he disregarded all conventions of the time. Their children were excluded from the succession due to the strict social order of the 16th century. After Philippine Welser died, Ferdinand married the devout Anna Caterina Gonzaga, a 16-year-old princess of Mantua, at the age of 53. However, it seems that the two did not feel much affection for each other, especially as Anna Caterina was a niece of Ferdinand. The Habsburgs were less squeamish about marriages between relatives than they were about the marriage of a nobleman to a commoner. However, he was also "only" able to father three daughters with her. Ferdinand found his final resting place in the Silver Chapel with his first wife.

Maximilian zählt zu den bedeutendsten Persönlichkeiten der europäischen und der Innsbrucker Stadtgeschichte. Über Tirol soll der passionierte Jäger gesagt haben: "Tirol ist ein grober Bauernkittel, der aber gut wärmt." Er machte Innsbruck in seiner Regierungszeit zu einem der wichtigsten Zentren des Heiligen Römischen Reichs. „Wer immer sich im Leben kein Gedächtnis macht, der hat nach seinem Tod kein Gedächtnis und derselbe Mensch wird mit dem Glockenton vergessen.“ Dieser Angst wirkte Maximilian höchst erfolgreich aktiv entgegen. Unter ihm spielten Propaganda, Bild und Medien eine immer stärkere Rolle, bedingt auch durch den aufkeimenden Buchdruck. Maximilian nutzte Kunst und Kultur, um sich präsent zu halten. So hielt er sich eine Reichskantorei, eine Musikkapelle, die vor allem bei öffentlichen Auftritten und Empfängen internationaler Gesandter zum Einsatz kam. Das Goldene DachlThe Hofburg, the Hofkirche and the Innsbruck Armoury were largely initiated by him, as was the paving of the streets and alleyways of the old town. He had the trade route laid in what is now Mariahilf and improved the city's water supply. Fire regulations had already existed in Innsbruck since 1510 and the new water pipeline, which had been laid to Innsbruck 25 years earlier under Maximilian, opened up new possibilities for fire protection. In 1499 Maximilian ordered the SalvatorikapelleHe began to rebuild a hospital for the needy inhabitants of Innsbruck, who had no right to a place in the Brotherhood's city hospital. He also began to chip away at the privileges of Wilten Abbey, the largest landowner in the present-day city area. Infrastructure owned by the monastery, such as the mill, sawmill and Sill Canal, were to come under greater control of the prince.

The imperial court, which was always based in Innsbruck, transformed Innsbruck's appearance and attitude. Envoys and politicians from all over Europe up to the Ottoman Empire as well as noblemen had their residences built in Innsbruck or stayed in the town's inns. Culturally, it was above all his second wife Bianca Maria Sforza who patronised Innsbruck. Not only did her wedding take place here, she also resided here for a long time, as the city was closer to her home in Milan than Maximilian's other residences. She brought her entire court with her from the Renaissance metropolis to the German lands north of the Alps.

Under Maximilian, Innsbruck not only became a cultural centre of the empire, the city also boomed economically. Among other things, Innsbruck was the centre of the postal service in the empire. The Thurn und Taxis family was granted a monopoly on this important service and chose Innsbruck as the centre of their private imperial postal service.

Maximilian was able to build on the expertise of the gunsmiths who had already established themselves in the foundries in Hötting under his predecessor Siegmund. The most famous of them was Peter "Löffler“ Laiminger. Die Geschichte der Löfflers ist im Roman Der Meister des siebten Siegels excellently processed.

The Fuggers maintained an office in Innsbruck. In addition to his favoured love of Tyrolean nature, the treasures such as salt from Hall and silver from Schwaz were at least as valuable and useful to him. Maximilian financed his lavish court, his election as king by the electors and his many wars by pledging the country's natural resources to the wealthy merchant family from Augsburg, among other things.

Maximilian was long unpopular with Tyrolean farmers during his lifetime. Maximilian curtailed the peasants' rights to the commons. Logging, hunting and fishing were placed under the control of the sovereign and were no longer common property. This had a negative impact on peasant self-sufficiency. Meat and fish, which had long been part of the diet in the Middle Ages, now became a luxury. It was around 1500 that hunters became poachers.

Many Tyroleans had to enforce the imperial will on the battlefields. Many of Maximilian's battles took place in the immediate vicinity of Tyrol. The wars demanded a great deal from the men fit for military service. This only changed in the last years of his reign. The skilful political move of the Tyrolean Landlibells from 1511 Maximilian was able to buy the affection and loyalty of his subjects and limit the influence of the bishops of Brixen and Trento. Maximilian conceded to the Tyroleans in a kind of constitution that they could only be called up as soldiers for the defence of their own country.

It is difficult to summarise Maximilian's work in Innsbruck. He is said to have been downright enamoured of his province of Tyrol. Of course, declarations of love from an emperor flatter the popular psyche to this day. His material legacy with its many magnificent buildings reinforces this positive image. He turned Innsbruck into an imperial residence city and pushed ahead with the modernisation of the infrastructure. Innsbruck became the centre of the armaments industry and grew economically and spatially. The debts he incurred for this and the state assets he pledged to the Fuggers left their mark on Tyrol after his death, at least as much as the strict laws he imposed on the ordinary population. In today's popular imagination, the hard times are not as present as the Goldene Dachl und die in der Schule gelernten weichen Fakten und Legenden rund um den einflussreichen Kaiser. 2019 überschlug man sich mit den Feierlichkeiten zum 500. Todestag des für Innsbruck wohl wichtigsten Habsburgers. Der Wiener wurde wohlwollend eingebürgert. Salzburg hat Mozart, Innsbruck Maximilian, einen Kaiser, den Tiroler, ob seiner damals nicht ungewöhnlichen Leidenschaft für die Jagd passend zur gewünschten Identität Innsbrucks als rauen Gesellen, der am liebsten in den Bergen ist, angepasst haben. Sein markantes Gesicht prangt heute auf allerhand Konsumartikeln, vom Käse bis zum Skilift steht der Kaiser für allerhand Profanes Pate. Lediglich für politische Agenden lässt er sich weniger gut vor den Karren spannen als Andreas Hofer. Wahrscheinlich ist es für den Durchschnittsbürger einfacher, sich mit einem revolutionären Wirt zu identifizieren als mit einem Kaiser.

In the 1990s, an Austrian television series caused a scandal. The Piefke Saga written by the Tyrolean author Felix Mitterer, describes the relationship between the German holidaymaker family Sattmann and their hosts in a fictitious Tyrolean holiday resort in four bizarrely amusing episodes. Despite all the scepticism about tourism in its current, sometimes extreme, excesses, it should not be forgotten that tourism was an important factor in Innsbruck and the surrounding area in the 19th century, driving the region's development in the long term, and not just economically.

Initially, it was the mountain peaks of the Alps that attracted visitors. For a long time, the area between Mittenwald in Bavaria and Italy was only a kind of transit corridor. Although Innsbruck's inns and innkeepers were already earning money from merchants and the entourage of the court's aristocratic guests in the Middle Ages and early modern times, there was still no question of tourism as we understand it today. In addition to a growing middle class, this also required a new attitude towards the Alps. For a long time, the mountains had been a pure threat to the people. It was mainly the British who set out to conquer the world's mountains after the oceans. From the late 18th century, the era of Romanticism, news of the natural beauty of the Alps spread through travelogues.

In addition to the alpine attraction, it was the wild and exotic Natives Tirols, die international für Aufsehen sorgten. Der bärtige Revoluzzer namens Andreas Hofer, der es mit seinem Bauernheer geschafft hatte, Napoleons Armee in die Knie zu zwingen, erzeugte bei den Briten, den notorischen Erzfeinden der Franzosen, ebenso großes Interesse wie bei deutschen Nationalisten nördlich der Alpen, die in ihm einen frühen Protodeutschen sahen. Die Tiroler galten als unbeugsamer Menschenschlag, archetypisch und ungezähmt, ähnlich den Germanen unter Arminius, die das Imperium Romanum herausgefordert hatten. Die Beschreibungen Innsbrucks aus der Feder des Autors Beda Weber (1798 – 1858) und andere Reiseberichte in der boomenden Presselandschaft dieser Zeit trugen dazu bei, ein attraktives Bild Innsbrucks zu prägen.

Nun mussten die wilden Alpen nur noch der Masse an Touristen zugänglich gemacht werden, die zwar gerne den frühen Abenteurern auf ihren Expeditionen nacheifern wollten, deren Risikobereitschaft und Fitness mit den Wünschen nicht schritthalten konnten. Der German Alpine Club eröffnete 1869 eine Sektion Innsbruck, nachdem der 1862 Österreichische Alpenverein wenig erfolgreich war. Angetrieben vom großdeutschen Gedanken vieler Mitglieder fusionierten die beiden Institutionen 1873. Der Alpenverein ist bis heute bürgerlich geprägt, sein sozialdemokratisches Pendant sind die Naturfreunde. The network of trails grew through its development, as did the number of huts that could accommodate guests. The Tyrolean theologian Franz Senn (1831 - 1884) and the writer Adolf Pichler (1819 - 1900) were instrumental in surveying Tyrol and creating maps. Contrary to popular belief, the Tyroleans were not born mountaineers, but had to be taught the skills to conquer the mountains. Until then, mountains had been one thing above all: dangerous and arduous in everyday agricultural life. Climbing them had hardly occurred to anyone before. The Alpine clubs also trained mountain guides.

From the turn of the century, skiing came into fashion alongside hiking and mountaineering. There were no lifts yet, and to get up the mountains you had to use the skins that are still glued to touring skis today.  

The number of guests increased slowly but surely. In addition to the number of travellers who had an impact on life in the small town of Innsbruck, it was also the internationality of the visitors who gradually gave Innsbruck a new look. New hotels, cafés, inns, shops and means of transport were needed to meet the needs of the guests. The working world of many people changed. In June 1896, the Innsbrucker Nachrichten:

„Der Fremdenverkehr in Innsbruck bezifferte sich im Monat Mai auf 5647 Personen. Darunter befanden sich (außer 2763 Reisenden aus Oesterreich-Ungarn) 1974 Reichsdeutsche, 282 Engländer, 65 Italiener, 68 Franzosen, 53 Amerikaner, 51 Russen und 388 Personen aus verschiedenen anderen Ländern.“

With the Grand Hotel Europa had also opened a first-class hotel in Innsbruck in 1869, replacing the often outdated inns in the historic city centre as the accommodation of choice. This was followed in 1892 by the Reformhotel Habsburger Hof a second large company. The Habsburg Court already offered its guests electric light, an absolute sensation. The Arlberger Hof was also located at the railway station. What would be seen as a competitive disadvantage today was a selling point at the time. Railway stations were the centres of modern cities. The station squares were not overcrowded transport hubs like today, but sophisticated and well-kept places in front of the architecturally sophisticated halls where the trains arrived.

Innsbruck and the surrounding villages were also known for spa holidays, the predecessor of today's wellness, where wealthy clients recovered from various illnesses in an Alpine environment. The Igler Hof, at that time Grandhotel Igler Hof and the Sporthotel Igls, still partly exude the chic of that time. Michael Obexer, the founder of the spa town of Igls and owner of the Grand Hotel, was a tourism pioneer. There were two spas in Egerdach near Amras and in Mühlau. The facilities were not as well-known as the hotspots of the time in Bad Ischl, Marienbad or Baden near Vienna, as can be seen in old photos and postcards, but the treatments with brine, steam, gymnastics and even magnetism were in line with the standards of the time, some of which are still popular with spa and wellness holidaymakers today. Bad Egerdach near Innsbruck had been known as a healing spring since the 17th century. The spring was said to cure gout, skin diseases, anaemia and even the nervous disorder known in the 19th century as neurasthenia, the predecessor of burnout. The institution's chapel still exists today opposite the SOS Children's Village. The baths in Mühlau have existed since 1768 and were converted into an inn and spa in the style of the time in the course of the 19th century. The former bathing establishment is now a residential building worth seeing in Anton-Rauch-Straße.

1888 gründeten die Profiteure des Fremdenverkehrs in Innsbruck die Commission for the promotion of tourism, den Vorgänger des heutigen Tourismusverbands. Durch vereinte Kräfte in Werbung und Qualitätssicherung bei den Beherbergungsbetrieben hofften die einzelnen Betriebe, den Tourismus weiter anzukurbeln. Ab 1880 sorgten neben Werbung in Zeitungen auch Messen dafür, dass Innsbruck und Tirol international Bekanntheit erlangten.

„Alljährlich mehrt sich die Zahl der überseeischen Pilger, die unser Land und dessen gletscherbekrönte Berge zum Verdrusse unserer freundnachbarlichen Schweizer besuchen und manch klingenden Dollar zurücklassen. Die Engländer fangen an Tirol ebenso interessant zu finden wie die Schweiz, die Zahl der Franzosen und Niederländer, die den Sommer bei uns zubringen, mehrt sich von Jahr zu Jahr.“

Postkarten waren die ersten massentauglichen Influencer der Tourismusgeschichte. Viele Betriebe ließen ihre eigenen Postkarten drucken. Verlage produzierten unzählige Sujets der beliebtesten Sehenswürdigkeiten der Stadt. Es ist interessant zu sehen, was damals als sehenswert galt und auf den Karten abgebildet wurde. Anders als heute waren es vor allem die zeitgenössisch modernen Errungenschaften der Stadt: der Leopoldbrunnen, das Stadtcafé beim Theater, die Kettenbrücke, die Zahnradbahn auf die Hungerburg oder die 1845 eröffnete Stefansbrücke an der Brennerstraße, die als Steinbogen aus Quadern die Sill überquerte, waren die Attraktionen. Auch Andreas Hofer war ein gut funktionierendes Testimonial auf den Postkarten: Der Gasthof Schupfen in dem Andreas Hofer sein Hauptquartier hatte und der Berg Isel mit dem großen Andreas-Hofer-Denkmal waren gerne abgebildete Motive.

1914 gab es in Innsbruck 17 Hotels, die Gäste anlockten. Dazu kamen die Sommer- und Winterfrischler in Igls und dem Stubaital. Der Erste Weltkrieg ließ die erste touristische Welle mit einem Streich versanden. Gerade als sich der Fremdenverkehr Ende der 1920er Jahre langsam wieder erholt hatte, kamen mit der Wirtschaftskrise und Hitlers 1000 Mark blockThe next setback came in 1933, when he tried to put pressure on the Austrian government to end the ban on the NSDAP.

It required the Economic miracle in the 1950s and 1960s to revitalise tourism in Innsbruck after the destruction. After the arduous war years and the reconstruction of the European economy, Tyrol and Innsbruck were able to slowly but steadily establish tourism as a stable source of income, even away from the official hotels and guesthouses. Many Innsbruck families moved together in their already cramped flats to supplement their household budgets by renting out beds to guests from abroad. Tourism not only brought in foreign currency, but also enabled the locals to create a new image of themselves both internally and externally. The war enemies of past decades became guests and hosts.