This 1961 original travel poster by Herbert Leupin promotes the celebrated Swiss alpine resort of Davos (1560 m) and its renowned skiing areas, including Parsenn (2850 m), one of the most famous winter sports domains in Switzerland. Created during the golden age of European ski tourism, the poster reflects Switzerland’s growing international appeal as a premier winter destination. Leupin, a major figure of twentieth-century Swiss graphic design, adopted a playful and highly stylised visual language here. The central skier figure, rendered in a naïve, almost childlike manner, contrasts with the deep blue background and bold, simplified colours. This approach conveys both accessibility and joy, presenting Davos as welcoming rather than intimidating — an effective strategy for tourism promotion. The typography and sparse composition further emphasise clarity and modernity. References to surrounding ski areas such as Jakobshorn, Schatzalp-Strela, and Pischa underline the diversity of terrain available to visitors, while the elegant “Davos” script anchors the composition with a distinctive identity. Today, this poster stands as a vivid example of post-war Swiss graphic design — combining humour, modernist simplicity, and tourism marketing — while capturing the optimistic spirit of alpine winter travel in the early 1960s. Original Poster Tourism - Ski - Mountain - Switzerland Parsenn 2850m. Printed by Hug & Söhne in Zurich Good condition, minor restorations
