The success of dramas and films has long been seen as a key driver of local economies. However, it doesn’t always play the role of a “blessing.” As popularity draws large crowds of tourists to filming locations, cases of overtourism are increasingly disrupting residents’ daily lives. In some instances, success has become a double-edged sword.

A representative example is the filming location of the tvN drama “Hometown Cha-Cha-Cha.” After the drama aired, the city of Pohang saw a surge in visitors. The production team even had to request that tourists refrain from entering private properties, as inconveniences for residents escalated. With fans flocking to actual homes used in filming, issues such as privacy invasion and daily disruption became serious concerns.

A similar trend followed “Crash Landing on You,” starring Hyun Bin. The Swiss village of Iseltwald, where his character Ri Jeong-hyeok famously played the piano, experienced a sharp rise in tourists after the drama’s success. Eventually, authorities introduced a fee system for using the pier to manage visitor flow. While the drama boosted the area’s global recognition, it also brought overwhelming congestion to a small village.

More recently, Kamakura in Japan has emerged as another example. Already a popular destination due to the anime Slam Dunk, the city has seen renewed attention after being featured as a filming location for Netflix’s “Can This Love Be Translated?” starring Kim Seon Ho. Local reports indicate that overcrowding has worsened, with residents complaining about noise, trespassing, and traffic congestion.

This phenomenon also aligns with the rapid recovery of global tourism demand. According to UN Tourism, international tourist numbers reached approximately 1.4 billion in 2024 about 99% of pre-pandemic levels. As travel rebounds, concentrated demand at specific filming sites inevitably increases the burden on local communities.

In response, local governments have introduced various measures, including higher tourist taxes, restrictions on short-term rentals, entrance fees, and controlled visitor routes. However, critics argue that these efforts are often insufficient to handle the sudden surge of visitors following a hit production. Filming location tourism, in particular, tends to bring intense, short-term spikes that are difficult to manage with reactive policies alone.

While the success of films and dramas remains a powerful tool for regional promotion and economic growth, the focus is now shifting. Rather than simply attracting more visitors, the challenge lies in building sustainable tourism systems that can coexist with the lives of local residents.

Sources: Daum