Touriseum - South Tyrol Museum of Tourism

The Touriseum – South Tyrol Museum for Tourism – takes visitors on a captivating journey through the evolution of holidaymaking in the Alps. Housed in Trauttmansdorff Castle, once the retreat of Empress Elisabeth of Austria, the museum has been inspiring curious minds since its opening in 2003. Spanning 20 imaginatively designed themed rooms, the exhibition explores how South Tyrol transformed from a remote mountain landscape into a cosmopolitan destination of global appeal.

From the very first step inside, it becomes clear: this is no conventional museum. The Touriseum invites guests to play, discover, and reflect – through life-size stage sets, hands-on displays, and clever storytelling. One moment you’re navigating a coach through a dramatic gorge, the next you’re checking into a grand hotel or accompanying a 1950s family on holiday. Highlights include vintage travel posters by celebrated Merano artist Franz Lenhart – graphic testimonies to the art of seduction in early tourism marketing.

History here is not just told – it is experienced. The second floor is home to the Sissi Rooms, where original furnishings and personal touches evoke the spa routines of Empress Elisabeth, who helped put Merano on the map as an elite resort in the 19th century. Throughout the museum, interactive multimedia stations offer the voices of locals and visitors, each adding their own perspective to South Tyrol’s cultural transformation.

A special feature of the Touriseum is its multilingual approach: all exhibitions are presented in German and Italian, with increasing content available in English – making it highly accessible for international and younger audiences. The tone is playful, even witty – perfectly embodied in the museum’s showpiece: the world’s largest tourism-themed pinball machine, where visitors can follow the highs and lows of tourism history with a flick of the wrist.

But the Touriseum offers more than historical knowledge – it inspires curiosity about social change, design, and regional identity. The museum itself is thoughtfully curated, both visually and conceptually, and forms the perfect gateway to the nearby Gardens of Trauttmansdorff Castle, a botanical wonderland well worth exploring in its own right.

A visit to the Touriseum is a journey into the heart of South Tyrol’s identity – where stories are told with humour, depth, and style. It’s a must for anyone who wants to go beyond the surface and understand the cultural DNA of the region.

You can easily reach the South Tyrol museum of tourism - Touriseum by bike by following the Sissi Path via the Summer Promenade. Please note that cycling is not allowed on the Winter Promenade. The Summer Promenade is a gravel path, but from Kirchsteig onwards the route is paved. Some lanes are narrow, so please ride slowly and carefully. The path is shared by both cyclists and pedestrians, so please be mindful of others.

The right behaviour and good manners make visiting cultural sites more enjoyable for everyone and show your respect for art, culture, and history.

• Time may be relative – but opening hours aren’t! Stick to them, and the staff and the performers will appreciate it.
• Photography is sometimes allowed, sometimes not. Check the signs – and in any case, remember: no flash when snapping photos of historical frescoes or paintings!
• Silent phones and quiet voices make for a better experience – for you and everyone else. This might be tricky in groups, but it’s worth the effort.
• Eating, drinking, and smoking belong outside, not inside museums. And bins are there for a reason.
• Uneven floors and narrow stairs can sometimes make things tricky. Take your time and stay safe.
• Accessibility matters: Not all cultural sites are fully accessible, but where they are, give priority to those who need it. It’s a matter of dignity – for them and for you.
• Check emergency exits and evacuation plans– just in case. If there’s an emergency, stay calm, follow the signs, and head to the assembly point outside.

Most of this might seem obvious – and it is! But a little reminder never hurts. By being calm, mindful, and respectful, you’re making a big difference – for yourself, your surroundings, and future generations.