The tranquil shores of Lake Brienz have long been a hidden gem of the Swiss Alps, known mostly to local hikers and seasoned European travelers. However, the village of Iseltwald has recently found itself at the center of a global tourism phenomenon that its infrastructure was never designed to handle. This sudden surge in popularity stems from a breakout South Korean drama featured on Netflix, which utilized the village’s picturesque wooden pier as a primary filming location for a pivotal romantic scene. Since the show became a worldwide hit, thousands of international visitors have descended upon the small community every day, all hoping to recreate the iconic moment for their social media profiles.
Local authorities report that the volume of visitors has reached a breaking point. On peak days, the narrow roads leading into Iseltwald become paralyzed by tour buses and rental cars, making it difficult for residents to go about their daily lives. The primary attraction is a singular wooden jetty extending into the turquoise waters, where queues now stretch dozens of people deep throughout the afternoon. While the sight of enthusiastic fans is a testament to the power of digital streaming platforms, the sheer scale of the crowds has forced the municipal government to implement drastic measures to preserve the peace and maintain the village’s charm.
In an effort to manage the situation and recoup maintenance costs, the local council recently installed a turnstile at the entrance to the famous pier. Visitors must now pay a fee to walk onto the wood and take their coveted selfie. Officials argue that the revenue is necessary to cover the increased costs of garbage collection, security, and public restroom maintenance, which have skyrocketed since the village went viral. This move has sparked a debate among tourism experts regarding the ethics of charging for access to scenic spots, but for the people of Iseltwald, it is viewed as a necessary tool for crowd control.
This trend of screen tourism is not unique to Switzerland, but the impact on Iseltwald is particularly acute due to its size. With a permanent population of only a few hundred people, the village lacks the hotels, parking facilities, and staffing required to host thousands of daily guests. Environmental advocates have also expressed concern over the carbon footprint of long-haul travelers flying halfway across the globe for a single photograph. Despite these concerns, the local tourism board acknowledges that the global exposure has put Lake Brienz on the map in a way that traditional marketing campaigns never could.
The challenge now lies in finding a sustainable balance between welcoming international guests and protecting the local way of life. Some residents have suggested implementing a reservation system for the entire village during the summer months, while others hope that the trend will eventually fade as new shows capture the public’s imagination. For now, the turnstiles remain active, and the line for the perfect lakeside photo continues to grow, serving as a stark reminder of how a single scene on a streaming screen can transform a remote corner of the world overnight.
