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, one million travelers visit Hallstatt, Austria, a picturesque 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. Or that Disney offers “Frozen”-inspired activities on its cruises in Norway. To be fair, Hallstatt looks remarkably like Arendelle, which is why visitors continue to arrive. But the 780 people who live there have had enough.

In May, Hallstatt is embarking on a campaign to focus on quality — not quantity — tourism, according to local officials. Tour buses, which tally as many as 90 on the busiest days, will be capped at 50 and must register with the tourism office. Groups that arrange lunches at local restaurants, sign up for boat cruises or visit Hallstatt’s famous salt mines will be given preference.