First Influencers: Wanderlust in Watercolor Andreas Augustin

First Influencers: Wanderlust in Watercolor

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First Influencers: Wanderlust in Watercolor
By Andreas Augustin


Fernweh – Artists on the Road - on show at the Albertina Vienna  (27 June – 24 August 2025)


Artists were the world’s first influencers. Their travel journals, their sketches, their paintings awakened wanderlust. A scene captured in Rome, Florence, or the Alps—later exhibited in London, Paris, or Berlin—would etch itself into the minds of the onlookers. People longed to see the places behind the brushstrokes.

Writers joined them. Goethe’s Italian Journey, the sharp observations of Heine, the tales of Twain, Kipling, Conrad, Maugham—all stirred thousands to lace up their boots.

Detailed study of a post coach by Franz Partick Reinhold (1800–1872), watercolor and pencil on paper. Through an open door, we are offered a rare glimpse into the richly upholstered cabin—complete with travel blankets and storage compartments. Such drawings capture the elegance and complexity of 19th-century travel, when long-distance journeys were made in stages, through weather and wilderness, drawn by horses.


Now, the Albertina in Vienna, conveniently next to the Hotel Sacher (est. 1876), explores the early days of this phenomenon. Its exhibition Fernweh – Artists on the Road (27 June – 24 August 2025) shows 133 works from the museum’s collection. These are delicate watercolours and quick sketches and a rare collection of artists' original sketchbooks. Think of the Matterhorn from Gornergrat, painted by Thomas Ender in 1854. Or the Dachstein, captured by Rudolf von Alt. Or Goethe’s own watercolours from Sicily.

It is more than a collection of landscapes. It is a map of yearning that takes you around the globe.

In the age of "overtourism" it is not difficult to imagine that the strangers' wanderlust was not always welcome. In the Swiss village of Saas-Grund, for example, when innkeeper Moritz Zurbriggen opened the five-bed Gasthaus zur Sonne around 1830, the locals revolted. They feared the strangers. Anyone drawn to the dangers of the Alps must surely be in league with the Devil. Salvation came from the pulpit: the local priest Johann Imseng preached reason, reminding villagers that visitors could bring prosperity. The mood shifted.


View of the Matterhorn, Switzerland. By Thomas Ender

This exhibition traces a journey from the era of the Grand Tour to the dawn of mountaineering—from Capri to the Salzkammergut. It reveals how the Alps, once considered hostile and grotesque, became symbols of grandeur. Paintings by Thomas Ender and Matthäus Loder chronicle this transformation—from wilderness to wonder.


At the Pyramids, by Leander Russ

What moved me most were the works of the female painters: Tina Blau, Olga Wisinger-Florian, Emilie Mediz-Pelikan. Often denied formal education and commissions, they still produced art that endures.

For hoteliers, this exhibition is more than a historical glance. It is a mirror. It reminds us how people once travelled—why they travelled—and how they recorded their impressions. At a time when journeys were taxing, dangerous even, travel was a form of devotion. To explore was to seek truth.

Travel became art. And these early works—shared with the public for the first time in exhibitions—planted the seeds of tourism. If you work in hospitality, see this show. It tells us one thing: our craft is rooted in longing. And our task is to turn that longing into lasting memories.


Note on the Title Image:

„Goethe in the Roman Campagna“ was painted by Johann Heinrich Wilhelm Tischbein in 1787. It shows the poet during his Italian journey of 1786–88, later published in 1816–17. The original painting resides at the Städel Museum in Frankfurt.

But not here. The image shown with this article was generated today by AI. It reimagines Goethe in the Campagna—in modern dress, holding an iPad, surrounded by a changed landscape. A nod to Tischbein, yes—but unmistakably 2025. Neither painting is on view in Vienna. Only their spirit.