《我的阿勒泰》火了，松弛治愈的阿勒泰会成为下一个顶流吗？

2024-05-20 10:05

刚收官的迷你剧《我的阿勒泰》因为细腻纯粹的镜头语言和松弛治愈的情节从开播以来就屡屡冲上热搜。

“再颠簸的生活也要闪亮地过”，“你看看这草原上的树啊草啊，有人吃有人用便叫有用。要是没有人用，它们就这样待在草原上也很好嘛”，这些台词传递的自由乐观的生活态度击中不少年轻观众的心，也让剧集的取景地新疆阿勒泰一跃成为今夏最火的旅游目的地之一。

China's new hit TV show To the Wonder has made Altay in the Xinjiang Uygur autonomous region a new trendy tourism destination among young people, who are attracted by the breathtaking views and the simple and heartwarming lives of the local residents.

图源：《我的阿勒泰》官方微博

《我的阿勒泰》改编自李娟的同名散文集，由马伊琍、周依然和于适领衔主演。剧集讲述了出生在新疆阿勒泰的汉族少女李文秀在城市中工作受挫、追逐文学梦想碰壁后回到家乡与母亲张凤侠一起生活的故事。在阿勒泰生活期间，李文秀结识了巴太、托肯等朋友，并逐渐领悟到生活的意义，找到内心所爱。

Adapted from My Altay, a collection of prose by Li Juan, the drama tells the story of Li Wenxiu, a young woman who returned to her hometown of Altay to live with her mother after failing in her dream of becoming a writer and having setbacks at work. She then found the meaning of life and her love in Altay.

剧中展现的阿勒泰草原风光和人文情怀犹如治愈人心的一剂良药，让不少观众直呼是“世外桃源”一般的存在。而受电视剧带动，阿勒泰地区也逐渐霸榜各大旅行平台搜索榜，热度居高不下。

图源：《我的阿勒泰》剧照

去哪儿数据显示，自5月5日《我的阿勒泰》宣发以来，阿勒泰地区在全平台搜索热度上涨超一倍。5月5日至今机票预订量环比上月同期增长两成，阿勒泰地区酒店预订量环比上月同期增长一倍，酒店预订量直接赶上五一最高峰。途家民宿数据显示，近一周阿勒泰民宿搜索量环比增长200%。

携程数据显示，电视剧开播一周内，平台上阿勒泰的搜索热度环比上月同期增长一倍，阿勒泰地区的度假产品旅游预订量环比上月同期增长超370%，相关旅游产品销路走俏。

The grassland views and free and easy lives showcased in the teleplay soon made Altay one of the top-tier tourism destinations among young people.

"It's like a place that's out of this world. I can't imagine how happy I would be to wake up every morning seeing such beautiful views. My husband and I are planning a trip to Xinjiang this summer and Altay will definitely be included in our itinerary," said Zhang Chen, a 31-year-old from Beijing.

The travel portal Qunar said that from May 7 — the day the TV show began its commercial airing, flight ticket bookings to Altay rose 20 percent compared with the same period in the previous month, and hotel bookings doubled during the period on its platform.

Homestay operating and booking platform Tujia said that bookings for homestays in Altay had surged by 200 percent from May 9 to Wednesday, compared with the same period in April.

游客在白哈巴村观景台拍摄夕阳下的美景图源：央视新闻

途牛新疆产品负责人黄明虎在接受《中国日报》记者采访时表示，阿勒泰的最佳旅游季节一般是8到10月，今年受电视剧热播效应影响，热度会提前到6月。

"The best travel season to Altay is usually from August to October, but its peak season will arrive earlier this year, around June, thanks to the impact of this trendy show," said Huang Minghu, travel portal Tuniu's director for tour products in Xinjiang.

“阿勒泰地区的景点主要有喀纳斯风景区、禾木村、白哈巴村、可可托海等。（那边）风景如画，有很多原生态的小村落，在国内属于比较独特的。（阿勒泰地区）主要的游玩时间大概有半年，从夏季到秋季美景不断变换，秋季是金色画卷。冬天还可以滑雪。”

He said that Altay enjoys great advantages in developing tourism, including its breathtaking grassland and lake views, and original and well-preserved villages. The place is also a popular skiing destination in winter.

图源：新华社记者丁磊

他表示，短视频和电视剧的受众面非常广，能够完美呈现拍摄地的美景，对观众起到了潜移默化的种草效应，让人心生向往。跟着影视剧去旅游，成为年轻人热衷的旅游方式。刚好新疆即将进入旅游旺季，叠加社交媒体的宣传，会吸引更多年轻人跟着去打卡取景地，带火一波网红景点。

"TV shows and short videos can perfectly show the beautiful views of the shooting location. Xinjiang will enter its tourism peak season and more young people will be attracted to the region thanks to this hit show," he said.

图源：央视新闻

阿勒泰地区的旅游并非一夜爆火，作为新疆的招牌旅游目的地，阿勒泰一直是夏日避暑和冬日滑雪胜地。《我的阿勒泰》热播无疑给阿勒泰地区的旅游热度再添一把火，但爆火出圈后，阿勒泰地区要想将流量持续转化成旅游发展红利，还需要提升其旅游基础设施和服务。

“阿勒泰的交通和食宿成本比较高，很多城市目前还没开通直飞阿勒泰的航班，这就意味着游客下飞机后还要辗转数小时大巴或者包车才能抵达目的地。阿勒泰之前的受众相对来说都是偏高端一些的年轻客户，而且目前当地的接纳能力有限，可能在接待更大规模的人流量上还存在一些难度，”劲旅集团总裁、劲旅网创始人魏长仁在接受《中国日报》记者采访时说道。

他表示现在短视频和影视剧带火的目的地越来越多，而媒体舆论的关注度只是阶段性的，所以当地政府需要持续完善基础设施和旅游接待能力，挖掘能持续打造的宣传爆点，让“网红”变“长红”。

Wei Changren, founder of btiii.com, a tourism-related financial news portal, said that Altay has not become famous overnight, but has long been a destination well-known for its natural beauty. However, it hasn't been very popular because of long travel times and higher costs of accommodation.

"It's not that convenient to reach the place, as many big cities don't have direct flights to Altay. Travelers may have to take buses or cars for hours after their flight," he said.

Though Altay still lacks the capability to receive large numbers of travelers, Wei believes that the development of its tourism sector enjoys great prospects.

"Altay has different charms in summer and winter, and these distinct seasonal views are attractive to travelers. From my perspective, authorities in Altay can take the hit show as an opportunity and continue developing good tourism and cultural resources to attract travelers. The local tourism infrastructure can also be improved to enhance visitors' experiences," he added.

这并非是国内影视剧取景地首次爆火出圈，2023年初由刘亦菲和李现主演的热播剧《去有风的地方》带动取景地云南大理、丽江和西双版纳成为当年国内旅游热门目的地。

图源：《去有风的地方》官方微博

去哪儿大数据研究院研究员肖鹏分析：“近年来热播电视剧带热地方旅游的现象时有发生。自然景区可以充分利用其独特的自然风光作为电视剧的背景，尤其是经典剧情的背景，开发与自然景观紧密相关的体验式旅游产品，提升游客的体验深度。”

It's not the first time in recent years that a hit show has helped turn its location into a popular tourism destination. In January 2023, the TV drama Meet Yourself, starring Liu Yifei and Li Xian, made Dali in the southwestern province of Yunnan a trendy tourism destination.

Xiao Peng, a researcher from travel portal Qunar, said that it's common to see a TV drama boosting its location's potential as a tourist destination in recent years. Citing To the Wonder as an example, he said that the local authorities or tourism companies can optimize tour products combining natural views and cultural elements in Altay to improve people's travel experiences.