The island of Favignana off the coast of Sicily, Italy, is hoping that Christopher Nolan's film The Odyssey will help attract more tourists from around the world . However, along with the expectation of growth, local authorities also face a familiar challenge for many popular destinations: how to develop tourism without becoming overcrowded.
According to Reuters , Favignana is a prime example of film tourism , where hit movies have become the driving force behind turning locations featured on screen into sought-after tourist destinations.
For Vietnam, film tourism is also considered a promising area of development. According to the Vietnam National Tourism Administration, many domestic and international films have contributed to bringing the image of Vietnamese destinations closer to tourists.
For example, the film "I See Yellow Flowers on Green Grass ," set in Phu Yen, created a strong impact after its release. According to statistics from the Phu Yen Department of Culture, Sports and Tourism, the number of visitors to the locality increased from approximately 750,000 in 2014 to 1.8 million in 2019, equivalent to a 2.5-fold increase. In addition, "Pao's Story" contributed to promoting the beauty of Sung La commune, while "Tet in Hell Village " helped Sao Ha village (Ha Giang) become a more well-known tourist destination.
From an international perspective, the blockbuster film Kong: Skull Island also contributed to bringing the image of Ha Long Bay (Quang Ninh), Trang An Scenic Landscape Complex (Ninh Binh), and Phong Nha Ke Bang (Quang Binh) to millions of viewers worldwide. Following the film's success, Vietnam has leveraged this effect to promote tourism, with Ninh Binh and Quang Binh developing more products and tours associated with the filming locations, contributing to enhancing the attractiveness of these destinations.
From blockbuster movies to tourist destinations
Released last month, The Odyssey grossed over $264 million worldwide in its opening week, becoming the most successful debut of Christopher Nolan's career.
The film is an adaptation of Homer's epic poem, telling the story of Odysseus's journey home after the Trojan War.
In the film, Favignana – the largest island in the Egadi archipelago, located about 7 km off the west coast of Sicily – was chosen as the setting for Ithaca, the homeland of Odysseus. The Castello di Santa Caterina fortress, situated on the highest point of the island, was used to recreate the hero's palace.
With around 3,000 residents, Favignana wants to leverage the film's popularity to build lasting appeal rather than just benefiting briefly after its release.
Thanks to a collaboration between the Sicilian regional government and Universal Pictures, a permanent exhibition is scheduled to open as early as October at the Florio tuna processing plant – which was once used as the film crew's headquarters.
According to Mayor Giuseppe Pagoto, visitors will have the opportunity to learn about the film's production process, as well as admire the costumes, props, and equipment used during filming.
Film tourism is becoming a global trend.
According to UN Tourism (formerly UNWTO), destinations featured in popular films can see a 25-40% increase in visitors after the film's release.
Meanwhile, research firm Future Market Insights forecasts that the global film tourism market could reach nearly $157.5 billion by 2036.
Businesses in Favignana expect The Odyssey to have a similar impact to the television series Inspector Montalbano, which significantly boosted tourism to southeastern Sicily.
Giacomo Incarbona, president of the local hotel association, believes that the entire western region of Sicily could become more attractive to American tourists thanks to the film's influence.
During filming, which took place from late 2024 to spring 2025, the film crew recruited approximately 500 extras and local laborers.
According to government estimates, the production process alone generates 1-2 million euros in revenue for the island's economy .
Mr. Incarbona said the film crew integrated very well into local life. Director Christopher Nolan often cycled around town and greeted the locals, while actress Zendaya, who played Athena, was often spotted sitting and reading in the central square.
Expectations come with the problem of tourism overload.
The film's impact is also attracting the attention of international investors.
According to Reuters , many businesses from North America, the Middle East, and India have approached Favignana to explore opportunities for developing high-end resort projects ahead of the 2027 tourist season.
The Valtur resort was previously planned to be renovated into a 5-star hotel, while the historic Palazzotto Florio building in the central square is also being converted into a luxury hotel and is expected to open in June 2027.
According to Mayor Pagoto, people used to mainly renovate their private homes into small accommodation facilities, but now more and more large-scale projects are being implemented.
However, local authorities insist that the goal is not to welcome as many visitors as possible.
Favignana wants to avoid the tourist overcrowding that has occurred in Venice, Florence, or the Dolomites.
In the summer, the island's population can increase from around 3,000 to 40,000-50,000 people, putting immense pressure on the environment and public services.
In response, the local authorities have installed 200 mooring buoys to prevent boats from anchoring too close to the shore, and are also studying measures to manage the number of private vehicles traveling to the island.
One option being considered is to link permits for bringing vehicles to the island with a minimum stay requirement, aiming to encourage tourists to stay longer. Authorities hope to increase the average stay from the current 5-6 days to approximately 10-15 days, thereby boosting economic efficiency and reducing pressure from day-trip visitors.
Tourist Emanuela Amico, who frequently visits Favignana from Rome, says the island has retained its inherent tranquility. According to her, the most noticeable change is that the castle is now illuminated at night, and local fishermen are always eager to tell tourists about the filming process and point out locations that appeared in The Odyssey .
The story of Favignana shows that the impact of a film extends beyond box office revenue. If properly planned and exploited, cinema can become a driving force for promoting destinations, attracting investment, and adding value to the tourism industry. This is also a valuable lesson for many localities in Vietnam, as more and more international filmmakers are choosing scenic locations within the country as filming backdrops.