Summer holidays today: Nostalgia meets social media
"Summer holidays" —that evokes images of light clothes in the gentle breeze, picnic baskets on red and white checked blankets, bare feet in a stream, or Baltic Sea holidays in a beach chair . The term actually has a long tradition: It originated in the early 19th century, when wealthy city dwellers wanted to escape the stuffy, hot air of growing metropolises. People would travel "to the summer holidays"—to fresh air—usually to rural areas, spa towns, lakes, the sea, or the mountains. There, guesthouses, inns, beautiful landscapes, long walks, and peaceful idleness awaited.
The emerging railway connections, in particular, made summer holidays possible. Within a few hours, one could travel from the hustle and bustle of the city to the countryside. Popular destinations included the Black Forest ,the Baltic Sea , and the Alpine regions .
More than just a holiday: lifestyle with etiquetteSummer retreats were more than just a vacation—they were a ritual, a way of life. Entire families would move to the countryside for weeks, often to rented rooms from farmers or to well-run inns. Mothers and children usually stayed the entire summer, while the father only "came to the country" on weekends.
People hiked, swam in the lake, painted and drew, or made music. They sat on verandas, drank coffee or refreshing lemonade, and chatted with neighbors while children in sailor suits romped across the meadows. Even in idleness, etiquette applied: a well-groomed appearance was just as important as set mealtimes, and friendly greetings were exchanged during walks.
Artists, writers, and musicians also found inspiration in summer retreats. Gustav Mahler composed parts of his symphonies in the Austrian Salzkammergut, Theodor Fontane wrote a comprehensive book about "Wanderungen in der Mark Brandenburg," and Thomas Mann loved the Baltic Sea: When he and his family spent the summer of 1929 in the Baltic Sea resort of Rauschen, he is said to have uttered the following enthusiastic remark : "By the way, is there a more enticing name for a summer retreat than 'Rauschen'?" Later, he moved into a summer house in Nida, Lithuania .
Advertising posters around 1900 depicted smiling faces against mountains, forests with sparkling lakes, and steaming cups of coffee on sunny balconies. Slogans like "Relax in the heart of the Alps" or "Fresh air - healthy heart" whetted the appetite for a summer in the countryside.
Some towns also specifically advertised their prominent guests. The Austrian town of Bad Ischl, for example, advertised brochures with the names of famous guests to attract even more city dwellers. The main attraction was the summer residence of the imperial family; the Austrian imperial couple Franz and Sisi were frequent visitors to Bad Ischl. To this day, buildings and squares bear witness to the summer retreats of famous people in Bad Ischl, and the spa town still calls itself "Austria's most popular summer resort."
Summer Holidays 2.0: Between Nostalgia and LifestyleBut the word "Sommerfrische" is in danger of becoming extinct. The "Duden" dictionary describes it as "outdated." Will one of the most beautiful German words soon disappear from our vocabulary?
No, says social media, letting users on Instagram and TikTok demonstrate what #Sommerfrische means in 2025: a summer lifestyle. Healthy food and drinks, picnics, wildflower bouquets, and boat trips. Detox as far as the eye can see. Everything is fresh and light.
The term "summer holiday" is making a comeback: not only as a hashtag, but also in hotel brochures, tourism brochures, and lifestyle magazines.
Of course, summer holidays 2.0 can no longer be compared to the past. Instead of six weeks of vacation in the country, it's often just three days of digital abstinence in an alpine hut or a long weekend at a lake.
Relax, slow down and enjoyIn a time when everyday life is often digital and fast-paced, when daily news spreads bad moods and mental illnesses are increasingly prevalent, we long for a slower pace: watching sunsets, walking barefoot through the grass, simply reading a book, spending time with dear friends and enjoying good food. A return to the essentials—and to an old, charming tradition.
Immerse yourself in the world of a postcard from 1905, smell the scent of freshly mown grass, listen to the gentle lapping of an oar on a lake full of water lilies, enjoy a drink from a clear mountain stream.
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