Greece seeks to cash in on Odyssey ‘hype’

ATHENS — The Greek government and tourism officials are seizing the chance presented by a renewed fascination in Greek history, spurred by Christopher Nolan's cinematic adaptation of Homer's Odyssey. Prime Minister Kyriakos Mitsotakis promptly arranged a video call with Nolan to express gratitude and acknowledge the film's impact.

Since much of the filming occurred in Greece, including locations like Nestor's Cave, Voidokilia Beach, Methoni Castle, and Acrocorinth, Mitsotakis emphasized that such productions "bridge Greece's rich cultural heritage with contemporary creativity."

A top priority for officials is to transform this renewed interest into tangible tourist revenue. The Greek National Tourism Organization orchestrated a press excursion to Ithaca, the island where Odysseus endeavored to return after the Trojan War, resulting in a 162-page report by Le Figaro magazine titled “In the Footsteps of Odysseus.”

The Peloponnese region is developing a thematic travel itinerary, dubbed “The Odyssey Route — Homer’s Peloponnese,” set to be unveiled by November. Tourist sites will be marked with signs and online guides, explains the deputy regional governor for tourism in the Peloponnese region, Thanasis Michelongonas. He highlights that the aim is to "link Homer’s epics and the film production, connecting the production locations with other myth-related spots in the Peloponnese."

Early evidence suggests Greece is capitalizing on the "Odyssey hype." Booking data from easyJet holidays showed an 18 percent surge in reservations to mainland Greece and islands during early August. A tour operator, Unforgettable Greece, reported a 76 percent year-on-year increase in bookings. The film also reignited interest in Homer’s works, with a 70 percent rise in UK sales and a 76 percent increase in U.S. sales over the past year, according to Circana BookScan.

Additionally, online searches for "learn Greek" surged by up to 5,000 percent in the week following the film's premiere, as reported by language-learning platform Preply.

However, Angelos Chaniotis, a professor at the Institute for Advanced Study in Princeton, cautions that Greece must move beyond the short-term gains from the blockbuster film to establish a lasting strategy for promoting Greek culture. "While there have been instances where films have led to increased interest in Greece, such as with ‘Boy on a Dolphin’ and ‘Hydra’ in 1957, the film’s impact is frequently fleeting," he notes.

"To maintain sustained interest in Greek culture and classical studies, Greece needs a long-term strategy, including internationalizing academic programs, enhancing archaeological services, and improving the presentation of archaeological sites and museums."