Switzerland Then and Now
Switzerland Then and Now by A S Bhalla, published by Notion Press on January 9, 2019, is a detailed exploration of the transformation of Switzerland from its medieval roots to a contemporary society that embraces diverse cultures. This edition spans 210 pages and is presented in English. The book serves as a sequel to the author’s earlier work, Glimpses of Medieval Switzerland, and delves into the evolution of the country’s tourism landscape, particularly in relation to Asian visitors and the influence of Indian cinema.
Readers will find an in-depth examination of how Switzerland has adapted to modern tourism trends, with a focus on key regions such as the Bernese Highlands, Interlaken, Lucerne, and Zurich. The narrative highlights the impact of Bollywood films on increasing Indian tourist numbers and discusses the historical significance of various celebrities who have visited Switzerland. Additionally, the book features illustrations derived from vintage postcards, enriching the visual experience while providing context to the cultural shifts discussed.
Official synopsis Publisher
The book is a sequel to author’s earlier book on Switzerland, Glimpses of Medieval Switzerland. It breaks new ground by examining how medieval Switzerland has changed into today’s tolerant country in accepting tourists from different cultures despite growing anti-immigrant attitudes, welcoming Indian mystics as well as film producers and directors (even honouring them!) and adopting such practices as Indian Ayurvedic treatments and promoting Japanese tea ceremonies. The book focuses on the growth of Asian tourism, which is discussed by destination, to such places/regions as Bernese Highlands including Interlaken, Lucerne and Zurich. Special attention is paid to the role of Indian Bollywood movies shot in Switzerland in the rise of Indian tourists in the country. Also discussed are celebrities (kings and queens, writers and film stars) who visited Switzerland for holidays (Queen Victoria, for example) or for work.
Illustrations are based on over 100-year old vintage postcards in the author’s private collection.
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