Markets 
Published on •Updated
Ithaca, in the Ionian Sea off the western coast of mainland Greece, lies far from the country’s popular tourist destinations and, despite its crystal-clear waters and spectacular coves, has never been one of travellers’ established hotspots.
That could soon be about to change thanks to the release of Christopher Nolan’s The Odyssey, with fans of Homer and Odysseus adding Ithaca to their plans.
“I learned Greek when I was a child and I studied the Odyssey. I love Odysseus. This is my dream,” says Italian lawyer Giorgia Ongarato, who arrived in Ithaca visibly moved.
The mayor of Ithaca expects that, after the Hollywood film, tourism will rise, but says the impact will only become clear next season.
“There still isn’t a large increase in visitors to the island because of the film. We think people will start planning from next year, as the film will gradually be released around the world. And that way everyone will start considering a trip to the island,” Mayor Dionysis Stanitsas said.
On the other hand, there are business owners on Ithaca who have noticed that the island has already begun to gain global recognition following the film’s release.
“Tourists I have spoken to are already talking about it and say they believe something positive will come out of it. Although the film has not yet been released in all cinemas, it has already started to showcase the island and raise its profile thanks to its association with the movie,” notes Xhimi Hotza.
Souvenir shop owners have long known the main reason tourists come to Ithaca, and it is none other than Homer and the Odyssey.
“People come because they know the legend of Odysseus and of Homer, who wrote the Odyssey. I think that is the main reason, but it is also a very beautiful, small island,” says Ioanna Griva, a souvenir shop owner.
The permanent exhibition ‘Light on Homeric Ithaca’ in the village of Stavros presents archaeological finds that connect modern Ithaca with the homeland of Odysseus. Tegan Messing says, however, that the film does not have much in common with the original text: “I think it’s a good way to get more people interested in Homer and in mythology more generally. But the film certainly isn’t faithful to the original text.”
Philologist and archaeologist Spyros Kouvaras is optimistic about tourism on Ithaca, but emphasises that it all comes down to Homer himself: “From next year we expect a significant increase in visitor numbers, and we can say that this will also affect the months that are usually dead. That is October, perhaps even November, as well as March and April, which are normally quiet months on Ithaca. And I would conclude by saying that behind this, first and foremost, is Nolan’s film, but behind Nolan’s film stands Homer.”
Read the full article here
