The leisure industry is one of the biggest in the world, and this segment of the economy plays a key role in the Tyrol. However, there is rarely space for critical reflection on the relationship between man and nature. Using the means of commercial photography and street advertising, the Tyrolean photo artist Lois Hechenblaikner mediates content for which there are normally no advertisements. His work BilderEcho [ImageEcho] made it possible to sharpen awareness and spread an honest understanding of the Tyrol’s relationship to tourism. The modernity of the state and the play with tradition are up for discussion, as well as our handing of nature. Not by chance, the text is borrowed from the warnings on the omnipresent avalanche signs in alpine regions.