They arrive by the busload and on ferries, many in pursuit of the perfect photograph for Instagram, others seeking the transcendence of a fairy-tale land. Each year, 1 million travellers visit Hallstatt, Austria, a 16th-century hamlet they say inspired the fictional kingdom of Arendelle in the Disney animated blockbuster “Frozen”.
Never mind that the 2013 film — and its 2019 sequel — was influenced by Norway’s wintry splendor more than 1,000 miles away. To be fair, Hallstatt looks remarkably like Arendelle, which is why visitors continue to arrive. But the 780 residents have had enough.
In May, Hallstatt is embarking on a campaign to focus on quality — not quantity — tourism. Tour buses, which tally as many as 90 on the busiest days, will be capped at 50. Groups that arrange lunches at local restaurants, sign up for boat cruises or visit Hallstatt’s famous salt mines will be given preference. “Many visitors only have a short time and only come to take some pictures,” Michelle Knoll, office manager for Hallstatt’s tourism board said.
A lot of countries and cities court new visitors after a movie or TV show is released. But an influx of travellers comes with a cautionary note. Consider what happened to Maya Bay on Ko Phi Phi Leh, an island in Thailand where the Leonardo DiCaprio movie “The Beach” was filmed. After the movie’s release in 2000, a daily influx of as many as 5,000 tourists damaged 80% of the coral reef.
The effect on Hallstatt has been less severe but equally intrusive. Churches have had to hire bouncers to keep selfie-seeking tourists from interrupting funerals and Sunday services. Guests are warned not to use drones. After a fire broke out in November, Hallstatt’s mayor implored travellers to stay home so locals could fix the buildings. “Hallstatt doesn’t need so many tourists,” Knoll said, “but those who really enjoy the time.”
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