Korean Netflix series boosts Swiss town tourism

Iseltwald, a charming Alpine village in Switzerland with just 400 residents, used to be a quiet, picturesque spot with Swiss folklore, an empty playground, and a pier by the lake. But things have changed dramatically, as tourists, mainly from Asia, now flood the village daily. They arrive by boat, bus, or car, all eager to capture the perfect selfie against the stunning Alpine backdrop.

One such visitor is Sofie from South Korea, who describes her visit to Iseltwald as the highlight of her trip to Europe. The influx of tourists began when travel restrictions were lifted post-pandemic, attracting fans of the Korean drama series “Crash Landing on You.” Annemarie and her cousin Mercy traveled all the way from Germany and the Philippines, respectively, just to see the iconic pier featured in the series.

“Crash Landing on You” tells a love story between North and South Korea, with a pivotal scene filmed on the Iseltwald pier, striking a chord with millions of fans worldwide. For Mercy and others, the allure of the picturesque location showcased in the series is irresistible.

Yet, not everyone in Iseltwald is thrilled about the surge in tourism. Locals like Susanne complain about overcrowding, littering, and buses taking up space, even impacting high school students’ commute. In response, Mayor Peter Rubi installed a turnstile at the pier entrance, charging visitors 5 Swiss francs for access. The funds collected will go towards maintaining roads and public restrooms, strained by the increased footfall.

Despite the mixed reactions from residents, tourists like Checky Chen from Costa Rica appreciate the order brought by the turnstile and understand the need for such measures to manage the influx of visitors responsibly. As Iseltwald adapts to its newfound fame, even the oldest inhabitants are starting to see the charm in the tourists gathered on their beloved pier.