Touriseum: A Journey Through the History of Tourism at Trauttmansdorff Castle

The Touriseum, South Tyrol’s Provincial Museum of Tourism, is a one-of-a-kind cultural institution. Located within the enchanting Trauttmansdorff Castle in Merano, it is the only museum in the Alpine region entirely devoted to the history of tourism.

Through a lively and interactive exhibition, the Touriseum narrates the evolution of a phenomenon that has profoundly transformed Tyrol—and especially South Tyrol—from the 18th century to the present day.

A Castle and an Empress

The museum is housed in the magnificent Trauttmansdorff Castle, a medieval fortress that over the centuries evolved into an elegant residence.

Its fame is closely linked to the visits of Empress Elisabeth of Austria, “Sissi”, who chose the castle as her retreat and spa destination on two occasions.

Her stays turned Merano and the castle into prestigious resorts for the European aristocracy, marking the beginning of the region’s golden age of tourism.

Today, the castle is surrounded by the Gardens of Trauttmansdorff Castle, an internationally renowned botanical garden that adds to the beauty and allure of the museum experience.

The Collections: An Interactive Story of Travel and Discovery

The Touriseum’s exhibition unfolds across multiple floors of the castle, combining chronological and thematic storytelling to trace the development of tourism.

From Aristocratic Travel to Mass Tourism

The museum’s galleries illustrate the fascinating evolution of travel, beginning with the grand tours and naturalist explorations of the 18th century, followed by the imperial holiday resorts of the 19th century, and culminating in the mass tourism of the 20th century.

Visitors can admire period objects, dioramas, models, and historical photographs that reveal how travel habits, equipment, and motivations have changed over time.

The Art of Hospitality

The Touriseum also tells the story from the perspective of the hosts, exploring the rise of the hospitality industry — from the first family-run inns and guesthouses to the great luxury hotels.

Another section focuses on the visual culture of tourism, including early travel posters, guidebooks, and souvenirs that helped shape the image of the Alps and South Tyrol in the world’s imagination.

The Interactive Game

One of the museum’s most distinctive attractions is a giant board game that allows visitors to step into the shoes of a traveler from another era.

This engaging and playful experience makes the Touriseum a favorite destination for visitors of all ages, combining fun with cultural insight.

Visitor Information

Address: Via dei Giardini 8, Merano (BZ)

Phone: +39 0473 255655

Email: [email protected]

Website: www.touriseum.it

Opening Period:

The museum is open seasonally from April to November, with hours varying by month. Visitors are advised to check the official website for updated schedules.

Tickets:

Admission to the Touriseum is included in the ticket for the Gardens of Trauttmansdorff Castle.

• Full price: €16.00
• Reduced: €13.00 (for students, seniors, and other eligible categories)
• Free: children under 6

The Touriseum is an essential stop for anyone wishing to combine a visit to one of Europe’s most beautiful botanical gardens with an engaging and entertaining exploration of how tourism has shaped South Tyrol’s identity.

Here, history, nature, and culture meet in a captivating and truly memorable experience.

Cover photo credits: Henk Vrieselaar / Shutterstock.com