A 3,000-year-old poem is becoming a modern travel itinerary. Since the cinema release of the blockbuster Odyssey on 16 July, locations selected by Christopher Nolan have climbed to the top of travellers’ searches. The effect can be seen in bookings, dedicated tours and a map of destinations connecting islands, coastlines and archaeological sites.
The trend has a specific name: set-jetting, the practice of choosing a holiday after seeing a film or television series. This time, Odysseus’s journey is not simply studied: it is being organised as a real trip, with a direct economic impact on the places involved.
- The Odyssey effect: why set-jetting is shaping upcoming holidays
- Favignana, the new Ithaca: what travellers are looking for
- The Aeolian Islands in focus: Lipari, Vulcano, Panarea and Basiluzzo
- Ostia and Tivoli: Lazio rediscovers epic seascapes and archaeological-industrial settings
- Beyond Italy: international stops in Morocco, Iceland and Greece
The Odyssey effect: why set-jetting is shaping upcoming holidays
Nolan’s new film has sparked widespread interest in a universally recognised myth. It has done so through an unusual choice for contemporary filmmaking: shooting in real locations while limiting digital effects.
The result is an open invitation to turn the screen into a map, helped by a cast attracting worldwide attention, including Matt Damon, Anne Hathaway, Charlize Theron, Zendaya and Robert Pattinson.
The mix of star power, authentic locations and a story already rooted in the public imagination has accelerated the set-jetting trend. Travel operators are reporting measurable changes in searches and sales of experience-led tours connected with the film’s locations.
Favignana, the new Ithaca: what travellers are looking for
The most striking example is Favignana, turned by Nolan into his cinematic Ithaca. The media attention has prompted searches focused on Cala Rossa, Cala Azzurra, Bue Marino and Castello di Santa Caterina. Tour operators and content creators are putting together itineraries following in the film’s footsteps.
According to early estimates from the travel sector, the “Nolan effect” alone could generate more than €250 million in related economic activity for the island over the next three years.
There has also been a rise in targeted outdoor experiences, including kayak and boat trips promising the chance to paddle through the same waters featured in the film, with packages designed for people hoping to see its most recognisable shots in person.
The Aeolian Islands in focus: Lipari, Vulcano, Panarea and Basiluzzo
In the Aeolian Islands, the film has put the spotlight on settings where nature and mythology meet.
- On Lipari, attention centres on the castle and sea stacks, with references to the kingdom of the wind, which carries symbolic weight in Homer’s story.
- Vulcano brings the visual impact of black beaches and cliffs, which appear in the final edit with their elemental look.
- Panarea and the small island of Basiluzzo add dramatic sheer rock faces, used to evoke high-stakes sea passages. A growing range of day mini-cruises, photo stops and routes combining snorkelling with gentle hiking is taking shape.
Ostia and Tivoli: Lazio rediscovers epic seascapes and archaeological-industrial settings
Ostia appears in the film in several naval sequences, and curiosity is translating into focused visits in search of the most photogenic viewpoints.
Further inland, in the Tivoli area, the production recreated parts of the hero’s journey using natural settings and a former pozzolana quarry in Corcolle.
Beyond Italy: international stops in Morocco, Iceland and Greece
The film’s Odyssey map extends beyond Italy, reinforcing the appeal of major natural landmarks.
- In Morocco, the fortified town of Ait Ben Haddou was transformed into the film’s Troy. Its earthen architecture and the striking profile of its kasbah confirm its suitability as a historical film set.
- In Iceland, scenes set in the underworld were filmed using lava landscapes and low-angle light that adds depth to the shots.
- In Greece, the Pylos area, including Nestor’s Cave and Voidokilia Beach, features in routes that connect the Homeric myth with crescent-shaped bays and golden sandy headlands.
Article seen on Il Messaggero: Odissea, boom turismo nei luoghi dei film: da Favignana a Lipari fino a Ostia Antica, sulle rotte del mito di Ulisse
