{
  "id": 2547585,
  "title": "Odyssey effect: stars sell Greece to a new wave of US tourists",
  "url": "https://urgent.news/2026/08/22/odyssey-effect-stars-sell-greece-to-a-new-wave-of-us-tourists",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-22T09:33:10.000Z",
  "source": {
    "name": "Business Recorder",
    "slug": "business-recorder",
    "url": "https://www.brecorder.com/news/40436069/odyssey-effect-stars-sell-greece-to-a-new-wave-of-us-tourists"
  },
  "original_language": "en",
  "account": "ATHENS: The Greek islands, known for their idyllic beaches, have attracted European holidaymakers for years. However, a new wave of American tourists is discovering their appeal, thanks to celebrities such as Madonna, Katy Perry, and Justin Bieber. Madonna's 68th birthday celebration in Corfu, filled with parties and boat trips, caught the attention of her 20 million Instagram followers. Greek Prime Minister Kyriakos Mitsotakis praised her efforts, and tourism experts believe Christopher Nolan's blockbuster \"The Odyssey\" will further boost the trend. Madonna, Bieber, and Perry all shared photos of their holidays on social media, providing free exposure for the Greek tourism industry. With Nolan's film attracting global audiences, Sicily's Favignana anticipates an influx of film tourists. Celebrities, including British singer Rita Ora, are promoting Greece, which has invested in its tourism sector following the 2009 debt crisis and the Covid-19 pandemic. American tourists now make up the third-largest source of tourism income, with around 1.55 million visitors in 2025, spending an average of 1,120 euros ($1,300) per person. Major US airlines have increased their services to Greece, and the country has seen its highest number of direct flights to the US. \"Set-jetting,\" or visiting a destination after seeing it in a movie, is also contributing to increased interest. The upcoming sixth season of \"Emily in Paris,\" filmed in Greece, will provide additional exposure for the country's attractions.",
  "summary": "ATHENS: The idyllic beaches of the Greek islands have long been a draw for European holidaymakers, but now a new wave of US tourists is waking up to their charms, driven by stars like Madonna, Katy Perry and Justin Bieber. Madonna celebrated her 68th birthday on Corfu, sharing a whirl of parties and boat trips against the backdrop of the island’s landscape with her 20 million Instagram followers…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}