The initial indicators suggest that Greece is experiencing a notable increase in tourism interest. Data from easyJet holidays in early August showed a significant rise, with bookings to the Greek mainland and islands increasing by 18 percent compared to the previous week. Unforgettable Greece, a tour operator, reported a 76 percent year-on-year boost in bookings to Greece, introducing 22 new thematic itineraries connecting Athens, Corfu, and Ithaca.
The recent film has revived interest in Homer’s works, with a 70 percent increase in book sales in the U.K. and a 76 percent rise in the U.S. since the beginning of the year, based on data from Circana BookScan. According to Google Trends data analyzed by language-learning platform Preply, online searches for “learn Greek” jumped by up to 5,000 percent in the two weeks following the film’s debut.
However, Angelos Chaniotis, a professor at the Institute for Advanced Study in Princeton, emphasized that Greece should aim for more than the immediate benefits from a hit movie to formulate a long-term approach.
“There are cases where films have led to greater awareness of Greece, such as ‘Boy on a Dolphin’ and ‘Hydra’ in 1957, but the effects of films are often short-lived,” he mentioned.
“To maintain continued interest in Greek culture, archaeology, and classical studies, Greece needs a comprehensive strategy that includes internationalizing study programs, enhancing the archaeological service, and creating a clear policy to better present archaeological sites and museums.”
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