This magnificent vintage travel poster printed in the 1930s promotes tourism in Lappland (often anglicized as “Lapland”), which is in the northernmost region of Sweden.
Large in size and impact, this poster shows an indigenous Lapplander (from the Sami tribe) in his native garb shielding his eyes as he looks into the distance. Rugged and independent, he is an oversized figure, standing on a grassy bluff in a wilderness area with snow-capped mountains, pristine waterfalls, blue rivers and unspoiled forests in the distance behind him. Below him is a tent (with smoke wafting out the top) where he presumably lives, with a reindeer nearby; a canoe floats on the sparkling water in the distance.
This alluring poster was intended to appeal to tourists interested in a rugged outdoor travel experience while soaking up a bit of local color and seeing firsthand a culture totally different from their own. With its beautiful design, it most likely succeeded.
This poster was designed by Max Ettler (1879-1952).
This remarkable poster will add style and interest to every vintage travel poster collection.
Check out all our Swedish travel posters!