The beginning of modern tourism in Europe - and in Switzerland
Thomas Cook's first trip to Europe in 1855 was the beginning of a new chapter in the story of travel on the continent: he gave a broader public the chance to follow the classic grand cultural tour which had previously only been possible for members of the nobility or the rich urban élite. This is why the 150th anniversary of modern tourism in Europe was celebrated in 2005. If Cook's first trip to Europe only visited towns in Belgium, Germany and France which were accessible by rail, with his «First Conducted Tour of Switzerland» in 1863 he ventured into a country which, although it was an extremely attractive destination because of its magnificent alpine landscape, still had the reputation of being something of an adventure, not least because parts of it were still very isolated.
Problems of transport infrastructure
It was the lack of transport and tourism infrastructure that made Cook hesitate for so many years before organising a trip to Switzerland, even though there would have been plenty of interest in it. The allure of Switzerland, which the Englishman Leslie Stephen summed up in 1871 as the «Playground of Europe», was its snowy peaks and its simple people, unsullied and unspoiled by civilisation, but the transport infrastructure still lagged a long way behind the needs of tourism. Although it had been possible to travel by train all the way from London to Geneva since 1858, Switzerland's internal rail and road network still contained large gaps. This was particularly true in regions that tourists especially wanted to visit: between Chamonix and Martigny, in the Bernese Oberland and in Central Switzerland.
On foot, by mule and with guides
It was probably economic reasons which encouraged Cook to advertise a Switzerland trip in 1863 after all. But he was well aware that for years to come travel in the area of the Alps would only be possible using «combined transport», in other words rail, steamship, post-coach and hired coach but also more traditional ways of getting around: on foot, by mule and with guides and bearers. For Cook's kind of group travel there could hardly have been a worse basis on which to build. He first had to test out to what extent this transport system, with its almost total lack of coordination and which depended on countless independent local operators, would meet his needs.
With the help of old Switzerland hands
Cook's aim for this journey was to investigate the transport and tourism infrastructure and to start negotiations with the very disparate operators. He hoped the group on the pioneer trip would include people who knew the country and language – and indeed it did. He wrote afterwards in his «Excursionist» of 11th July 1863 about the four ladies and four gentlemen who were old Switzerland hands. They had been able to provide valuable information and were very helpful in selecting the route and in other important matters, he wrote.