Greece looks to turn Odyssey movie hype into tourism revenue
Christopher Nolan's film adaptation of Homer's Odyssey has sparked renewed global interest in Greece, and officials are working to convert that attention into tourist bookings. The Peloponnese region is preparing a themed travel route by November linking filming locations to related myths.
Greek government and tourism officials are moving to capitalize on the surge of interest generated by Christopher Nolan's film adaptation of Homer's Odyssey. Prime Minister Kyriakos Mitsotakis held a videoconference with Nolan to thank him for boosting global attention to ancient Greek culture. Much of the film was shot in Greece, at locations including Nestor's Cave, Voidokilia Beach, Methoni Castle and Acrocorinth.
Expanding tourism offerings
The Greek National Tourism Organization organized a press trip to Ithaca, Odysseus's home island, which led to a 162-page special publication by Le Figaro magazine titled "In the Footsteps of Odysseus." The Peloponnese region is developing a themed route called "The Odyssey Route — Homer's Peloponnese," expected to be ready by November. Regional officials are designing signage and a website to connect film locations with other mythologically significant sites, such as the islets of Cranae and Pefnos.
Thanasis Michelongonas, the Peloponnese's deputy regional governor for tourism, said the goal is to link Homer's epics with the film and guide visitors to related locations, while acknowledging that visitor expectations may exceed what they find on site.
Early signs of a tourism boost
EasyJet holidays data from early August showed bookings to mainland Greece and the islands rising 18 percent week-on-week. Tour operator Unforgettable Greece reported a 76 percent year-on-year increase in bookings and launched 22 new thematic itineraries. Interest in Homer's works has also grown, with UK sales up 70 percent and US sales up 76 percent, while online searches for "learn Greek" surged by as much as 5,000 percent in the two weeks following the film's release.
However, Angelos Chaniotis, a professor at Princeton's Institute for Advanced Study, cautioned that Greece must look beyond short-term movie-driven attention and build a long-term strategy, including expanding relevant study programs, strengthening the archaeological service and improving how sites and museums are presented.
