Located on the Alpine frontier between Bavaria and Austria, Reichenhall was once a secluded town, historically defined by its salt industry. Its reputation began to change in the mid-nineteenth century, after a number of enterprising locals opened “cure facilities,” thereby establishing the foundations of a modern health resort. By the end of the century, the spa town drew over 10,000 guests per season. The local community accommodated these visitors with an expanding hospitality industry and a growing number of pleasurable activities. By 1900, the recently renamed Bad Reichenhall had become more than a spa: it was a multifaceted and modern tourist destination, offering progressive medical treatment and cosmopolitan entertainment, along with easy access to the Alpine environment. The following article argues that the marketing of these diverse attractions provides insight into how German society thought about modernity at the turn of the century.