How Netflix’s “Crash Landing on You” Changed a Swiss Village Forever
Tucked beside the still, turquoise waters of Lake Brienz lies Iseltwald — a small Swiss village with just over 400 residents. Until recently, it was mostly known to hikers, nature lovers, and a few local travelers.
But ever since one emotional scene from the South Korean Netflix drama “Crash Landing on You” aired in 2020, the once-quiet community has become a must-visit destination for global fans — especially from Asia.
The spotlight has brought not only admiration but also new challenges the village wasn’t fully prepared for.
A TV Show Turned Tourist Magnet
The lakeside pier featured in “Crash Landing on You” became an international sensation after airing in early 2020. What was once just a peaceful viewing point is now a photo op goldmine. Hundreds of fans arrive daily to recreate a specific romantic moment from the show.
To manage the traffic, the village installed a turnstile in 2023, now charging 5 Swiss francs (about $5.60) for pier access. While it may sound like a simple fee, this change stirred global interest — and a few headlines.
Why Iseltwald Introduced the Pier Fee
Instagram | artsyantara | While many assume the Swiss village profits from tourists, its reality is more practical.
Many assumed the small Swiss village was profiting from the influx of international visitors. But the reality is more practical than profitable.
Village clerk Gabriela Blatter explained that the pier charges — which totaled around 245,000 francs in 2024 — mostly went toward:
1. Trash collection
2. Public restroom maintenance
3. Hiring cleaning and custodial staff
4. Covering extended village store hours
An additional 58,000 francs came from a modest one-franc charge at a public toilet. These funds are recycled directly into preserving village operations. As stated by tourism agency manager Titia Weiland, “It’s not that the community is getting rich. It’s covering the costs of hosting thousands of guests.”
Infrastructure Under Strain
Iseltwald wasn’t built for busloads of daily tourists.
With just three hotels and four restaurants, the village regularly sees over 1,000 visitors per day during peak periods. Many arrive by car or on tour buses. The village store, which once operated only on weekdays, now opens every day to meet demand.
A parking lot is being expanded to accommodate vehicles, and cleanup crews are regularly deployed to manage waste and foot traffic. Despite the pressure, the community is trying to strike a balance — welcoming guests without compromising local life.
When Public Meets Private
Locals have voiced concerns over boundaries being crossed — quite literally. Some tourists unknowingly wander into private gardens and yards, assuming all spaces are public. This misunderstanding has prompted village officials to request visitors to respect signage and property lines.
A dedicated website offers travel guidance to the Swiss filming location, emphasizing etiquette. Visitors are encouraged to keep noise levels low and dispose of waste responsibly. The message is clear: enjoy Iseltwald, but don’t treat it like a theme park.
A Double-Edged Fame
Instagram | qventinkrs | The case of Iseltwald highlights that villages need to prepare their infrastructure for sudden fame.
Before the drama aired, tourism boards hoped for more foot traffic to help boost local revenue. That wish came true — but on a scale no one predicted. Residents hosted the show’s film crew back in 2019 without expecting the global frenzy that would follow.
Weiland described the situation as “thankful but extreme.” The village appreciates the interest, but the growth has outpaced their ability to manage it comfortably. The fame that the Swiss village earned overnight brought both new life and logistical headaches.
What Iseltwald Teaches About Viral Tourism
As more places go viral thanks to pop culture moments, Iseltwald’s story offers a lesson in preparation. Fame can be fleeting — or overwhelming. Villages like this face real issues when infrastructure doesn’t scale with demand.
Yet, even with the unexpected rise in attention, Iseltwald’s charm remains intact. Tourists who visit are rewarded with scenic alpine views, a calm lakefront, and the same pier that captured hearts on screens around the world.
A Sustainable Future for Iseltwald
Managing tourism with care is now a top priority. Locals have adapted, rules have been implemented, and resources are redirected to support the visitor surge.
Despite the growing crowds, the village has kept its identity — something many destinations lose when fame strikes. Visitors are still welcomed, just with a reminder: treat the place with the same respect it offers in return.
Iseltwald may be small, but it’s now a recognized name on the global map. And while it might not have asked for the spotlight, it’s doing its best to handle it — one photo at a time.