Crystal-clear lakes, majestic mountain ranges, imposing bridges and picturesque towns: these are the images that Switzerland still uses today to seduce holidaymakers. On the occasion of the 100th anniversary of Switzerland Tourism, the Museum für Gestaltung reviews the country’s advertising history with a number of graphic design finds. Trace the history of tourism advertising including international posters that illustrated steep mountain railways, serpentine roads, monumental hotel buildings and other advances in Swiss infrastructure. The people depicted reflect the development of the nation's target audience from the intrepid discoverer to the emergence of mass tourism and the individual traveller. The Swiss self-promotion materials on display include posters, travel guides, photographs, advertising brochures and films.