Aargau markets Habsburg roots to attract Sissi fans

The canton of Aargau plans to promote its role as the ancestral homeland of the Habsburg dynasty more actively and attract visitors interested in Empress Sissi, SRF reported.

Aargau is known for its castles, including the medieval castles of Lenzburg, Wildegg, Hallwyl and Habsburg. Several already draw large numbers of visitors. The canton now wants to market the region’s Habsburg history as an additional tourism attraction.

The dynasty’s roots were established at Habsburg Castle in Aargau in 1030. Its best-known figure is Empress Sissi, who became famous internationally through the “Sissi” films. It is unclear whether she ever visited Aargau, although she travelled through Switzerland several times, including to Geneva, Ticino and Zurich.

A new cultural heritage brand, “Ancestral Lands of the Habsburgs”, highlights 12 sites connected with the dynasty’s early history around 1,000 years ago. Alongside the castles, the brand includes Muri Abbey and the old towns of Brugg, Laufenburg and Rheinfelden.

The brand was launched this week by an association dedicated to promoting Habsburg history in Aargau. The association says it wants to make the heritage visible and accessible through new ideas, offers and projects. From 2027, it also plans to seek tourism partnerships with Alsace and Baden-Württemberg.

Georg Matter, head of the canton’s culture department, said the Habsburgs’ history had received little attention in Aargau partly because of the established narrative that the Swiss Confederation had to defend itself against the Austrians.

“The fact that the Habsburg family is also a Swiss family was simply not addressed,” Matter said.

He said the time had come to change that. Matter believes the imperial family’s history could strengthen cultural tourism in the canton. Habsburg enthusiasts already know the relevant locations, he said, but the project could attract a broader audience.