When we talk of Meran as an international spa town today, it is impossible not to mention one name – Empress Elisabeth of Austria, better known as Sissi. Her visits to the region sparked Meran’s ascent from rural valley town to sophisticated spa. And at the heart of this rapid rise lay a place that the Empress particularly loved – Hafling.
Right from her first winter visits in 1870/71, when Sissi resided at Trauttmansdorff Castle with her daughters Gisela and the ailing Maria Valerie, the mild climate proved its healing effect. The press reported Maria Valerie’s rapid recovery with enthusiasm and all at once, half of Europe wanted to go “where the Empress takes the cure.” Meran quickly became a top tip among the aristocracy. But Sissi had not come to stand in the spotlight. On the contrary, she sought peace, nature and exercise, far away from the strict etiquette and curious glances of court. Day after day she explored the mountains, often for hours at a time, on foot or the back of her favourite horse, a Haflinger mare from the stables at Trauttmansdorff Castle. Hafling was one of her favourite places. The Empress had taken a special liking to its broad meadows, clear views of the Dolomites and many quiet pathways, and perhaps also because it satisfied her deep-rooted longing for freedom. Sissi liked to go unrecognised during her stays in Meran. From the moment she arrived, she hid behind the curtains of her saloon car, and if she visited a mountain chalet, it was only her generosity that gave her away. For example, at the Sulfner farm, in May 1871, she ordered a glass of milk at the inn after a trip to St. Kathrein – and paid with a gold ducat. By this time, it was clear to her hosts that the reserved lady was not just any guest. Just how much Sissi loved Hafling was also shown by the fact that she toyed with the idea of buying a home here. It did not happen in the end, but the very thought that Hafling almost became the imperial summer residence, tells us much about the appeal that the village held for the Empress.
Sissi’s visits sparked developments that have had a lasting effect on Meran. Spa rooms, rail link and grand hotels – the Sissi effect inspired countless innovations. And so, the claim is thoroughly justified – she was the first of Meran’s influencers long before the age of the selfie, only her recommendations were communicated not with posts and reels but by letter and word of mouth. But let us be honest – for somebody who left such an impression on history, a few million followers would have been a mere formality...