Journal

Mallorca in the Golden Age of Travel


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The allure of Mallorca as a holiday destination has been a powerful force in attracting travellers and visitors to this Mediterranean island jewel for well over 100 years.

But this didn’t just happen by chance. At the turn of the 20th century, the Mediterranean became more accessible with improved rail, shipping and, later, air connections allowing travel to become a holiday pastime rather than the preserve of intrepid explorers and Mallorca was first out of the blocks in promoting its island as a tourist destination. 

It established what is believed to be the world’s first Tourist Development Board in 1905 , the Fomento del Turismo de Mallorca. The Board soon set to work commissioning artists and graphic designers to develop a series of travel posters and guidebooks promoting the beauty of the island to would-be travellers.

Travel posters, with their evocative art deco graphics and bright bold colours, were powerful advertising tools in conveying to the public new and exotic landscapes and in enticing people to book holidays. Through this medium ,the Golden Age of travel was born.

Stick No Bills - Vintage Mallorca Forment Collection

Since those nostalgic days, travel posters have become highly collectable as pieces of art in their own right particularly as popular taste has been drawn more and more to the retro aesthetic.

Now, in a unique collaboration, Fomento del Turismo de Mallorca have dived into their archives , located some of their iconic travel posters of yesteryear and have teamed up with travel poster art specialists Stick No Bills® to re-publish a series of nine vintage travel posters, fully redigitized and remastered , under the title Mallorca Vintage® Poster Art Collection.

Stick No Bills - Vintage Mallorca Forment Collection - Deià

By far the best known of these posters was a lithograph created in 1950 by local artist Simon Munoz Lemaur entitled ‘Luna de Miel /Honeymoon in Mallorca’ depicting the island as a romantic destination featuring ‘husband and wife’ lovebirds on the branch of an almond tree above a nest of Mallorca’s iconic landmarks. 

Stick No Bills - Vintage Mallorca Forment Collection

The Austrian artist Erwin Hubert was also enlisted and produced a series of magnificent watercolours depicting the natural beauty of the island e.g. Playa de Formentor , Cap Deiá and Cuevas de Arta. 

As beach holidays gained in popularity, the Board, in another pioneering move, commissioned a charming lithograph in 1959 from Valencia artist José Nieto depicting a child on a beach writing the word ‘Majorca’ in the golden sand , thereby launching the island as one of Europe’s foremost family holiday destinations.

Stick No Bills - Vintage Mallorca Forment Collection

These and several others are now available to buy in different sizes either as open-edition or limited edition prints at www.sticknobillsonline.com/mallorcavintage.

So take a trip down memory lane and relive the ‘belle époque’ of travel.

MallorcanTonic Bonus


Stick No Bills  – Special Offer 

5% Discount on all purchases from the website 

Promo Code : TONIC 

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