ATHENS — Greece’s government and tourism officials are determined not to squander the opportunities created by a resurgence of interest in everything Greek kindled by Christopher Nolan’s blockbuster movie version of Homer’s epic poem, the Odyssey.
Conservative Prime Minister Kyriakos Mitsotakis was quick to organize a videoconference with Nolan to thank him and praise the film’s “contribution to stimulating global interest in ancient Greek culture.”
Since a significant part of the filming took place in Greece — showcasing some of the country’s most iconic sites like Nestor’s Cave, Voidokilia Beach, Methoni Castle and Acrocorinth — he also noted that “such productions bridge Greece’s rich cultural heritage with contemporary creativity.”
Perhaps most crucially for the Greek economy, officials are now seeking to translate that renewed interest in the Cyclops and man-eating Laestrygonians into tourist revenue.
The Greek National Tourism Organization organized a press trip to Odysseus’ home island of Ithaca — to which he struggled to return after the Trojan War — that resulted in a 162-page publication by Le Figaro magazine, titled “In the Footsteps of Odysseus.”
The Peloponnese region is creating a thematic travel program, called “The Odyssey Route — Homer’s Peloponnese,” which will likely be ready by November. The regional authorities are currently designing the signs and website that will guide tourists.
“The aim is to link Homer’s epics and the film production, connect the production locations with other locations in the Peloponnese, associated with the myth itself,” said the deputy regional governor for tourism in the Peloponnese region, Thanasis Michelongonas.
Such locations include the islet of Cranae, where, according to legend, Paris of Troy took Helen for their first night after abducting her from Sparta. Or the tiny islet of Pefnos, where Zeus took refuge in the form of a swan and seduced (or assaulted) Leda, who subsequently gave birth to the famous egg from which Helen of Troy hatched.
“We want to capitalize on the hype created,” Michelongonas said. “Expectations are probably greater than reality. Of course, that doesn’t change the fact that we’ve received a great deal of publicity, worth millions and it’s up to us to make the most of it.”
The initial signs are that Greece is indeed enjoying an Odyssey surge.
Data from easyJet holidays in early August revealed a spike, with overall bookings to the Greek mainland and island breaks rising 18 percent week-on-week. Unforgettable Greece, a tour operator, told Travel Weekly that bookings to Greece increased 76 percent year-on-year. The company launched 22 new thematic itineraries linking Athens, Corfu and Ithaca.
The film has also sparked renewed interest in Homer’s classics, with a 70 percent increase in U.K. sales and a 76 percent rise in the U.S. since the start of the year, according to data from Circana BookScan. According to Google Trends data, analyzed by language-learning platform Preply, online searches for “learn Greek” surged by as much as 5,000 percent in the fortnight following the film’s release.
Still, Angelos Chaniotis, professor in the school of historical studies at the Institute for Advanced Study in Princeton, noted that Greece needed to look beyond the “quick wins” from a blockbuster movie to develop a more sustained strategy.
“Of course, there are instances where a film has led to the discovery of Greece, as happened with ‘Boy on a Dolphin’ and ‘Hydra’ in 1957, but often the impact of films is short-lived,” he said.
“To ensure sustained interest in Greek culture, Greek archaeology and classical studies, Greece needs a long-term strategy linked, for example, with the internationalization of relevant study programs, the strengthening of the archaeological service, and a specific policy to improve the presentation of archaeological sites and museums.”
