Swiss community generates more than €300,000 annually, monetizing access to a scenic lakefront television setup location.
In the picturesque Swiss mountain village of Iseltwald, nestled by Lake Brienz, a serene transformation has taken place since the airing of the South Korean TV series "Crash Landing On You" in 2020. The village, prominently featured in the show, has become a magnet for tourists eager to visit the locations depicted in the drama.
The influx of visitors, primarily Asian tourists, has been overwhelming for the small village of 406 inhabitants, with approximately 1,000 daily visitors drawn by the TV drama, according to village clerk Gabriela Blatter. To manage this surge, Iseltwald has implemented measures to ensure a sustainable tourism experience for both visitors and locals.
One such measure is the introduction of a payment turnstile for access to the lakeside dock, a spot where a romantic getaway was portrayed in the show. Since its installation in 2023, the turnstile has generated €245,000 francs in 2024 alone. Some have criticised the move, with the village denying it is cashing in on tourists.
To help tourists navigate the Crash Landing sights in Iseltwald, the village has created a dedicated website. The site encourages visitors to respect the surroundings, dispose of litter correctly, and maintain the "quiet atmosphere" of the village.
The financial benefits are evident, with increased revenue from tourism and the introduction of new tourist services. Private tours, such as those offered by Pure Switzerland, visit key locations like Iseltwald's pier, allowing fans to step into the footsteps of the actors. This has created a new revenue stream for the local economy.
Some funds generated from the charges will go towards improving a car park and expanding the village shop's opening hours. The pier at the lake's edge, now a popular destination for souvenir photos and Instagram images, has gained renewed significance. In the third episode of "Crash Landing on You", a character named Ri Jeong-hyeok (played by Hyun Bin) remembers his time as a piano player and plays a song he composed for his brother on the pier.
The village's economic growth is a testament to the power of popular culture. However, Iseltwald is mindful of the need to balance tourism with the preservation of its unique charm and tranquillity. As the village continues to welcome visitors, it does so with a commitment to sustainability and respect for its surroundings.
- The influx of tourists due to the TV series "Crash Landing On You" has transformed Iseltwald, a Swiss mountain village, into a popular tourism destination.
- To ensure a sustainable tourism experience, Iseltwald has implemented measures such as a payment turnstile at the lakeside dock and a dedicated website for tourists.
- The turnstile at the lakeside dock has generated significant revenue for Iseltwald, with €245,000 francs collected in 2024 alone.
- Private tours, like those offered by Pure Switzerland, are now available for fans to visit key locations in Iseltwald, creating a new revenue stream for the local economy.
- The pier at the lake's edge, significant in the TV series as a location where a character played by Hyun Bin performed a song, has become a popular destination for tourists, fostering economic growth while preserving the village's unique charm and tranquillity.
