《權遊》等熱門影視劇引發取景地旅遊潮

If you want to know where next year’s most in-demand travel destination may be, just look at the next few month’s releases of movies and TV shows.

如果你想知道明年最熱門的旅遊景點是哪些，只需看看接下來幾個月上映的電影和電視劇便可知曉。

The “set-jetting” trend—travelers seeking out destinations they’ve seen in movies and shows—seems to be having a bit of a moment, and tourism boards are scrambling to make the most of it.

所謂的“取景地旅遊”指的是遊客去電影和電視劇中的取景地遊覽，這股“取景地打卡”風潮近來似乎風頭很勁，各地旅遊局也都爭相利用這一熱潮。

The Croatian island of Vis eagerly anticipated the so-called “Mamma Mia effect”; Game of Thrones has irrevocably changed tourism in the ancient Croatian city of Dubrovnik; and with last week’s release of Crazy Rich Asians, the Singapore tourism board ramped up its efforts to lure set-jetters eager to experience the lavish lifestyle depicted in the film.

克羅地亞維斯島正熱切地期待着所謂的“媽媽咪呀效應”；《權力的遊戲》一劇已經永遠地改變了克羅地亞杜布羅夫尼克古城的旅遊業；上週《摘金奇緣》上映後，新加坡旅遊局也開始賣力招攬想要體驗電影中奢華生活方式的遊客。

Set-jetting is not a new phenomenon. The sets in the Tunisian desert that director George Lucas built for the planet of Tatooine in the first Star Wars film have been the site of fan pilgrimages for decades.

到取景地旅遊不是什麼新鮮事。導演喬治·盧卡斯在突尼斯沙漠爲《星球大戰》第一部中的塔圖因星球搭建的佈景幾十年來一直是粉絲們的朝聖之地。

A Guardian article from 2005 reports that “27% of Britons say they have chosen holiday destinations as a result of reading about them in a novel or seeing them in a movie or TV series.” And of course cities like New York, LA, and London have always lured set-jetters, thanks to the sheer number of screen-based storylines that take place there. But today’s dizzying array of content seems to be making the trend go wild, with higher quality television series appearing on more platforms serving as inspiration.

《衛報》2005年的一篇文章報道稱“27%的英國人表示，自己選擇到某個地方去度假是因爲之前在小說或影視劇中看到過”。當然，紐約、洛杉磯和倫敦總是會吸引大量取景地遊客，以這些大城市爲背景的劇本實在太多了。眼花繚亂的旅遊資訊轟炸，再加上更多平臺上涌現出的高質量電視劇提供了靈感來源，這一潮流變得一發不可收拾。

The prime example of this, of course, is the aforementioned Game of Thrones. In addition to Croatia, the series was filmed in parts of Spain, Northern Ireland, and Iceland, a country that saw a staggering increase in tourism in the past ten years—no doubt spurred in part by the series.

一個絕佳的例子便是前面提到的《權力的遊戲》。除了克羅地亞以外，該劇還在西班牙、北愛爾蘭和冰島的部分地區取景。過去十年間，冰島的旅遊業迅猛發展，無疑有一部分是拜《權遊》所賜。

In addition, Vogue reported that Monterey, California had seen a bump in tourism since Big Little Lies premiered (those visitors might be disappointed to learn that much of it was filmed in Malibu and Big Sur); and the British seaside region of Cornwall has had an influx of international visitors thanks to the BBC period drama series Poldark.

此外，據《Vogue》雜誌報道，自從電視劇《大小謊言》播出後，去加州蒙特利的遊客數量大增（不過遊客要是知道該劇大部分都是在馬里布和大蘇爾拍攝的，恐怕會感到失望）；英國臨海的康沃爾郡有大批海外遊客涌入也是因爲BBC年代劇《波爾達克》。

It’s tempting to blame set-jetting for the crisis of overtourism that seems to be gripping some of the same cities where it’s so visible. Indeed, some recent articles have done just that. But in fact, the crisis of overtourism has much more to do with the increasing accessibility of global travel, and the failure of governments to regulate the tide of tourism. It’s a confluence of factors that has nothing to do with movies or TV shows: low-cost carriers offering low fare tickets; the rise of China’s middle class; currency fluctuations; the ever-increasing capacity of mega cruise ships; and the ubiquity of a largely unregulated Airbnb.

一些著名的取景地城市似乎正面臨着過度旅遊的危機，取景地旅遊熱潮也因此成爲“背鍋俠”。確實，最近很多文章都在批判這一現象。但事實上，過度旅遊危機更多的是因爲出國旅遊變得更容易，以及政府未能調控好遊客流量。這是多個因素共同作用的結果，而不能歸咎於電影或電視劇。導致過度旅遊的因素包括：低成本航空公司提供了廉價機票；中國中產階級的崛起；貨幣匯率波動；大型遊輪的載客量越來越大；幾乎不受監管的愛彼迎短租房無處不在。

Sure, a blockbuster set in a sleepy seaside town can send it a hoard of obnoxious cinephile tourists, but locals may welcome that business. And ultimately, if art opens the world up and inspires people to explore it—that’s not such a bad thing.

誠然，一部賣座大片會給一座寧靜的海邊小鎮送去一大羣討厭的影迷遊客，但當地人也可能會歡迎旅遊業興旺帶來的商機。說到底，如果藝術能讓世界變得開放，啓發人們去探索這個世界，這未嘗不是一件好事。