Christopher Nolan’s highly anticipated The Odyssey, filmed in locations across the Peloponnese, could become one of the most consequential films ever shot in Greece, with officials already working to turn Hollywood’s spotlight into a long term tourism and economic boost.
A new study by the Foundation for Economic and Industrial Research (IOBE) has put hard numbers behind what tourism officials have long suspected: successful films can have a measurable impact on international travel.
According to the study, for every additional 1,000 votes a film shot in Greece receives on IMDb, the region where it was filmed records between 500 and 770 additional foreign visitor arrivals.
The finding highlights the growing power of film tourism, with global audiences potentially translating directly into tourists arriving at Greek destinations.
Nearly €480 million in production spending
Greece has already positioned itself as an increasingly attractive destination for major international productions.
Since 2019, Greece’s film incentive body EKKOMED has approved 188 international productions and minority co productions through its cash rebate programme.
Together, these productions have spent or are expected to spend almost €480 million directly in Greece, compared with approximately €270 million in public incentives.
An independent study by consultancy Olsberg SPI estimates that every €1 of public support generates €4.20 in additional economic value for the Greek economy.
The benefits also extend well beyond the film industry. Between 55% and 75% of production spending is estimated to flow into other sectors, including hotels, restaurants, transport companies, local contractors and other businesses.
Hollywood can become a tourism engine
EKKOMED CEO Leonidas Christopoulos highlighted the broader tourism impact, saying that every additional €1,000 in cash rebate support is associated with between 31 and 43 additional foreign visitor arrivals and between 45 and 105 additional overnight stays.
That translates into an estimated €17,700 to €24,600 in additional tourism spending.
For Greece, The Odyssey presents an opportunity to take that effect to an entirely different level.
The film is directed by Christopher Nolan, one of Hollywood’s most influential filmmakers, and its Greek filming locations have already attracted international attention well before the movie’s release.
Peloponnese wants to build a Homeric tourism trail
Officials in the Peloponnese are already looking beyond the film’s theatrical run.
Peloponnese Tourism Deputy Governor Thanos Michelongonas said the region is working to capitalize on the global attention through the VisitPeloponnese platform.
Plans also include a dedicated Homeric trail connecting filming locations and turning the production into a permanent tourism attraction.
The strategy is straightforward: instead of allowing the publicity surrounding The Odyssey to disappear once audiences leave cinemas, Greece wants visitors to physically follow in the footsteps of the film.
Greece already has its ‘Mamma Mia’ success story
The clearest example is Skopelos.
Almost two decades after Mamma Mia! premiered, the island continues to attract visitors specifically because of its connection to the hit movie.
That legacy demonstrates how a successful international production can create a tourism brand that lasts for years.
The Odyssey could potentially deliver the same effect on a vastly larger scale.
With Christopher Nolan behind the camera, Homer’s epic story at its centre and the landscapes of the Peloponnese serving as part of the cinematic backdrop, Greece now has an extraordinary opportunity.
The challenge will be turning the global fascination with The Odyssey into something that lasts long after the credits roll.
For Greece, Hollywood may have just handed the country its next major tourism export.
