The success of dramas and films has long been considered a key driver of local economies. However, it does not always play the role of “blessing”. As popularity draws large crowds of tourists to filming locations, cases of overtourism are increasingly disrupting residents’ daily lives. In some cases, 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 an increase in visitors. The production team even had to ask tourists to refrain from entering private property, as the inconvenience for residents increased. With fans flocking to the houses used in filming, issues such as invasion of privacy and daily inconveniences have become serious concerns.
A similar trend followed “Crash Landing on You,” featuring Hyun Bin. The Swiss village of Iseltwald, where his character Ri Jeong-hyeok played the piano, has seen a sharp increase in tourists following the drama’s success. Eventually, the authorities introduced a system of fees for using the pier to manage the flow of visitors. While the drama has boosted global recognition of the area, it has also brought crushing congestion to a small village.
More recently, Kamakura in Japan has emerged as another example. Already a popular destination thanks to the anime Slam Dunk, the city has seen renewed attention after being chosen as a filming location for the film “Can This Love Be Translated?” of Netflix. played by Kim Seon Ho. Local reports indicate that overcrowding has worsened, with residents complaining of noise, trespassing and traffic congestion.
This phenomenon is also in line with the rapid recovery in global tourism demand. According to UN Tourism, the number of international tourists reached around 1.4 billion in 2024, equivalent to around 99% of pre-pandemic levels. As travel resumes, the concentration of demand in specific filming locations 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 tourist routes. However, critics argue that these efforts are often insufficient to handle the sudden increase in visitors following a successful production. Film location tourism, in particular, tends to bring intense, short-term peaks 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
