Travel firms expect Nolan's Odyssey to drive European tourism
The release of Christopher Nolan’s "The Odyssey" is prompting European tour operators to launch targeted itineraries, betting that the blockbuster will translate into a measurable boost for Mediterranean tourism.
Christopher Nolan’s adaptation of Homer’s epic poem has arrived in cinemas, featuring Matt Damon, Anne Hathaway and Tom Holland. Shot entirely on IMAX 70mm film across six countries, the 2-hour-52-minute film is already reshaping the commercial strategies of European travel operators.
The industry refers to this consumer behaviour as "set-jetting," and the data points to a significant market. A survey by booking platform GetYourGuide found 77% of people would visit a destination after seeing it in a film or television show. The figures show strong European demand, with 78% of Germans and 65% of French respondents expressing this inclination, alongside 84% of Americans and 81% of Britons.
"Movies don't just entertain – they inspire people to pack their bags," said Maren Schullerus, GetYourGuide's Regional Manager for Central and Eastern Europe. She noted that destinations like Greece make this transition seamless because the mythology, landscape, and culture are deeply intertwined. This drives visitors to seek out the physical locations of the narrative rather than just watch it.
Tour operators are moving quickly to monetise this demand. Riviera Travel has highlighted seven specific destinations tied to the ancient story, including Pylos, Delphi, Taormina, Syracuse, Gozo, and Aït Benhaddou in Morocco. Product Director Will Sarson pointed to sites like Nestor's Palace in Pylos as key draws for visitors looking to connect physical locations with the epic.
At the premium end of the market, Audley Travel has constructed a dedicated 13-day itinerary crossing Italy and Greece. Priced from £8,695 (€10,221) per person, the package includes international and domestic flights, private tours, and a hire car. It targets consumers willing to pay a premium for curated access to locations like Segesta in Sicily, the Acropolis Museum in Athens, and the village of Chlomos in Corfu.
Nolan filmed the production in Greece, Italy, and Morocco, alongside Iceland, Scotland, and the United States. The director told the AP that he prioritises real locations to make the experience feel almost like a documentary. "I want to just put the audience there, like they’re really there," Nolan said. For the southern European economies featured on screen, that cinematic immersion is expected to generate very real tourist spending in the months ahead.
