"Set-jetting - the act of traveling to destinations seen on screen - has become one of the defining travel behaviours of the last decade. The so-called reshaped travel demand almost overnight, with destinations including Hawaii, Sicily, and seeing sharp spikes in searches and bookings. The Four Seasons Resort Koh Samui alone recorded a 40 percent rise in booking interest, while its counterpart saw website visits jump more than fourfold."
"Now, another major production looks set to drive a fresh wave of travel interest - this time towards Greece. The Odyssey, Christopher Nolan's forthcoming adaptation of Homer's epic, arrives in cinemas on July 17, 2026, with a star-studded cast including Matt Damon, Tom Holland, Zendaya, and Charlize Theron. Anticipation has been building for months - IMAX tickets released a year in advance reportedly sold out within hours across 26 cinemas worldwide - and was recently heightened by the release of the latest trailer."
"Long tied to Homer's original epic through sites linked to King Nestor - including Nestor's Cave and the Palace of Nestor - the region also reportedly hosted part of Nolan's production for around 20 days, with cast and crew based between the nearby town of Pylos and the Costa Navarino resort area along the Ionian coast."
"Unlike Greece's better-known vacation spots, Messinia remains relatively under the radar for international travelers. In spring, it is green, blossoming, and notably quiet. Not a stranger to summer crowds, when domestic tourists travel from Athens in search of a coastal escape, October is also considered an ideal, and quiet, time"
Set-jetting has become a defining travel behavior, with screen-linked destinations driving sharp spikes in searches and bookings. Recent examples include Hawaii and Sicily, where booking interest and website visits rose significantly after reshaped demand. The Odyssey, a forthcoming adaptation of Homer’s epic, is scheduled for release in cinemas on July 17, 2026, with a star-studded cast and strong early demand for IMAX tickets. Filming across the Mediterranean included time in Messinia in the southwest Peloponnese, with cast and crew based near Pylos and the Costa Navarino resort area. Messinia is less known internationally, offering spring quiet and green landscapes, and October as an ideal, calmer travel period.
Read at Elite Traveler
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