An aim of early tourism was to widen Aoraki/Mt Cook’s appeal. This 1930s advertisement promotes the place as a summer destination for the middle class – a fashionable woman pauses to enjoy the view on a track lined with Mt Cook lilies. The mountain’s snow-capped peak is behind her, and civilisation is represented by the Hermitage hotel in the valley below.
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Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.