In 1852 an unflattering newspaper report was published about Bruneck. A traveller wrote that the town seemed to him to be deserted and there were few cultural events taking place. Moreover he criticized the lack of cleanliness on the streets and the pavements in poor repair. The tourism pioneer, Johann Georg Mahl, reacted in the Pusterthaler Bote newspaper to this criticism, conceding that there may indeed be room for improvement in the town.

Thanks to the efforts of Johann Georg Mahl and some other Bruneck citizens, in the following years culture in Bruneck began to flourish. In 1900 there were several localities and societies that offered entertainment for “locals” and “strangers”. Alongside traditional accommodation establishments, hotels became established venues. There was a casino, for example, in the Stern Inn, where balls, readings and theatre evenings were organised and a newspaper reading room and male voice choirs were also run.

Music and dance evenings were held, among other places, at the Bruneck Inn, in Steger’s Garden and in the Adler Garden, which later became the Franzelin’sche tavern garden on Graben. The Hotel zur Krone, which first opened in 1878 was popular thanks to its veranda and gardens. Various musical and theatre groups provided entertainment.

The main occasions in Bruneck’s calendar of events included the Emperor’s birthday, the opening of the summer season, Bruneck’s male voice choir festival and the promenade concerts during the tourist season.