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History of Hvar’s tourism through old postcards
The results of climate research in mid-nineteenth century have shown excellent properties of Hvar’s climate, suitable for the treatment of various ailments, especially respiratory diseases. Thanks to Franz Unger, botanist from Graz, shortly the idea was born, to take advantage of these benefits and establish health and hygiene facility in Hvar. Hvar Hygienic Society (Societa igienica di Lesina) was founded in 1868, which marks the beginning of the era of modern tourism.
The first hotel was built in a rented house on the south side of the town square and had 13 single rooms with heating and a restaurant. However, the task of Hygienic Society was the construction of a modern health resort. As the Company did not have enough money for its construction, it turned to the court of Vienna for financial support, and expressed the wish that the Queen Elizabeth was the patron and that the hotel carried her name. Construction began in 1881 at the site of the former Duke’s Palace, but due to perpetual shortage of funds works have dragged on unexpectedly. The first part of the hotel was completed in 1898 and officially opened on 1 of April 1899. That same year appears the first postcard of Hvar decorated with painted palm trees and agaves, evoking the Mediterranean atmosphere and the mildness of the climate. The top of the postcard was dominated by landscapes of Hvar seen from Paklinski islands, and by Loggia and the Duke’s Palace on the left.
In addition to flyers and advertisements in Austrian journals, Hvar’s hoteliers have quickly learned the ability to promote tourism on Hvar via postcards. Frequent motifs were: the Franciscan Monastery, the Cathedral of St. Stephen, the Paladini palace, the Arsenal, the Fortress, church of St. Mark, the Loggia, idyllic sunsets and newly opened hotels.
One of these postcards shows a part of the hotel of Empress Elizabeth, which was, according to the people who pose in front of the hotel and on the windows, already filled with guests. Construction was completed in 1903 and the hotel had 26 rooms with 35 beds, bathroom, dining room and a café (Cur-salon) in the old city Loggia. In Cur-salon one could browse local and foreign newspapers, play cards or billiard, or enjoy concerts, dances and lectures.
At the beginning of 20th century Hygienic Society and the hotel were successfully doing business. Guests were mostly coming from the territory of Austria, Czech Republic and Hungary but also from other countries, with the intention of replacing their cold winters with Hvar’s mild ones. An interesting postcard text (Picture 5), sent to Burlington (Vermont, USA) on 9th September 1905, describes Hvar as “an unique old city that is becoming popular as a winter resort.”
The success of the Hygienic Society raised tourism initiatives on the island. In 1911 in Jelsa, a modern hotel “Jadran” was opened, with 14 rooms, dining room, pub, lounge for reading and the nearby seaside resort. The owner of the hotel, captain Miće Žufić was also the publisher of promotional postcards on which the future clients could see the look of the hotel as well as its offer. Shortly afterwards new hotel facility was opened – hotel “Kovačić”, with 30 beds.
Advancement of technology has enabled Hvar to become what the founders of Hygienic Society could only dream of: a world famous tourist destination with increased the number of visitors each year. In the age of the Internet, pictures of Hvar in a few seconds cross from one side of the globe to another. Only the passionate collectors care for old postcards, trying to escape the hectic everyday life, in search of some romantic, ancient times.
Text: Siniša Matković Mikulčić
Photo: Arhiv Tz grada Hvara
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