剛收官的迷你劇【我的阿勒泰】因為細膩純粹的鏡頭語言和松弛治愈的情節從開播以來就屢屢沖上熱搜。
「再顛簸的生活也要閃亮地過」，「你看看這草原上的樹啊草啊，有人吃有人用便叫有用。要是沒有人用，它們就這樣待在草原上也很好嘛」，這些台詞傳遞的自由樂觀的生活態度擊中不少年輕觀眾的心，也讓劇集的取景地新疆阿勒泰一躍成為今夏最火的旅遊目的地之一。
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.
圖源：【我的阿勒泰】官方微博
【我的阿勒泰】改編自李娟的同名散文集，由馬伊琍、周依然和於適領銜主演。劇集講述了出生在新疆阿勒泰的漢族少女李文秀在城市中工作受挫、追逐文學夢想碰壁後回到家鄉與母親張鳳俠一起生活的故事。在阿勒泰生活期間，李文秀結識了巴太、托肯等朋友，並逐漸領悟到生活的意義，找到內心所愛。
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.
劇中展現的阿勒泰草原風光和人文情懷猶如治愈人心的一劑良藥，讓不少觀眾直呼是「世外桃源」一般的存在。而受電視劇帶動，阿勒泰地區也逐漸霸榜各大旅行平台搜尋榜，熱度居高不下。
圖源：【我的阿勒泰】劇照
去哪兒數據顯示，自5月5日【我的阿勒泰】宣發以來，阿勒泰地區在全平台搜尋熱度上漲超一倍。5月5日至今機票預訂量環比上月同期增長兩成，阿勒泰地區酒店預訂量環比上月同期增長一倍，酒店預訂量直接趕上五一最高峰。途家民宿數據顯示，近一周阿勒泰民宿搜尋量環比增長200%。
攜程數據顯示，電視劇開播一周內，平台上阿勒泰的搜尋熱度環比上月同期增長一倍，阿勒泰地區的度假產品旅遊預訂量環比上月同期增長超370%，相關旅遊產品銷路走俏。
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.
遊客在白哈巴村觀景台拍攝夕陽下的美景 圖源： 央視新聞
途牛新疆產品負責人黃明虎在接受【中國日報】記者采訪時表示，阿勒泰的最佳旅遊季節一般是8到10月，今年受電視劇熱播效應影響，熱度會提前到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.
「阿勒泰地區的景點主要有喀納斯風景區、禾木村、白哈巴村、可可托海等。（那邊）風景如畫，有很多原生態的小村落，在國內屬於比較獨特的。（阿勒泰地區）主要的遊玩時間大概有半年，從夏季到秋季美景不斷變換，秋季是金色畫卷。冬天還可以滑雪。」
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.
圖源：新華社記者 丁磊
他表示，短影片和電視劇的受眾面非常廣，能夠完美呈現拍攝地的美景，對觀眾起到了潛移默化的種草效應，讓人心生向往。跟著影視劇去旅遊，成為年輕人熱衷的旅遊方式。剛好新疆即將進入旅遊旺季，疊加社交媒體的宣傳，會吸引更多年輕人跟著去打卡取景地，帶火一波網紅景點。
"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.
圖源：央視新聞
阿勒泰地區的旅遊並非一夜爆火，作為新疆的招牌旅遊目的地，阿勒泰一直是夏日避暑和冬日滑雪勝地。【我的阿勒泰】熱播無疑給阿勒泰地區的旅遊熱度再添一把火，但爆火出圈後，阿勒泰地區要想將流量持續轉化成旅遊發展紅利，還需要提升其旅遊基礎設施和服務。
「阿勒泰的交通和食宿成本比較高，很多城市目前還沒開通直飛阿勒泰的航班，這就意味著遊客下飛機後還要輾轉數小時大巴或者包車才能抵達目的地。阿勒泰之前的受眾相對來說都是偏高端一些的年輕客戶，而且目前當地的接納能力有限，可能在接待更大規模的人流量上還存在一些難度，」勁旅集團總裁、勁旅網創始人魏長仁在接受【中國日報】記者采訪時說道。
他表示現在短影片和影視劇帶火的目的地越來越多，而媒體輿論的關註度只是階段性的，所以當地政府需要持續完善基礎設施和旅遊接待能力，挖掘能持續打造的宣傳爆點，讓「網紅」變「長紅」。
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.
這並非是國內影視劇取景地首次爆火出圈，2023年初由劉亦菲和李現主演的熱播劇【去有風的地方】帶動取景地雲南大理、麗江和西雙版納成為當年國內旅遊熱門目的地。
圖源：【去有風的地方】官方微博
去哪兒大數據研究院研究員肖鵬分析：「近年來熱播電視劇帶熱地方旅遊的現象時有發生。自然景區可以充分利用其獨特的自然風光作為電視劇的背景，尤其是經典劇情的背景，開發與自然景觀緊密相關的體驗式旅遊產品，提升遊客的體驗深度。」
It's n
ot 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 rese archer 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.
阿勒泰地區文化體育廣播電視和旅遊局局長德麗達·那比正在拍攝短影片
阿勒泰地區文化體育廣播電視和旅遊局局長德麗達·那比在近期接受【澎湃新聞】采訪時也表示，成為年輕人向往之地的阿勒泰，還有很多需要不斷努力才能被看到的地方。從基礎的交通建設、電力保障，到旅遊的服務質素，都需要進一步提升，讓遊客乘興而來，盡興而歸。
記者：程思
