Published on
August 17, 2025
By: Tuhin Sarkar
Greece is stepping into the global spotlight alongside the US, Canada, France, Spain, and the Czech Republic as it ramps up its film tourism strategy to energise the travel industry. The Greek National Tourism Organization (GNTO) is using a smart mix of cultural events, media outreach, and trade networking to turn its scenic landscapes and historic towns into must-visit film destinations.
This autumn, Greece tourism will get a targeted boost through three high-impact initiatives. In Corinth, from 30 August to 1 September 2025, a familiarisation trip will host at least eight journalists, giving them a close look at the city’s amphitheatres, heritage sites, and modern hospitality. The aim is simple: inspire captivating stories that will encourage travellers to see Corinth as more than a quick stop from Athens.
Later in September, Patras will welcome KinoFest 2025 at the historic AchaiaClauss Winery. Co-funded by the GNTO, this German-language film festival blends European cinema with Greek wine heritage, presenting an experience that can appeal to both culture and wine enthusiasts.
In October, GNTO will head to Kos for the FVW Workshops, one of the most influential tourism trade events in the German-speaking market. With a €24,990 sponsorship, Greece secures premium visibility, video showcases, and branding opportunities aimed at building stronger ties with tour operators and media.
By aligning these moves with the 2025–2028 Tourism Marketing Plan, Greece is proving it can compete with global leaders in film tourism—turning its natural beauty and cultural richness into stories that inspire travel across continents.
Greece tourism is getting a fresh push this autumn. The Greek National Tourism Organization (GNTO) is rolling out a trio of high-profile events in Corinth, Patras, and Kos. From film festivals to trade workshops, the plan aims to put Greece on more travel itineraries in Europe and beyond.Production (Year)Primary Location(s)Country/RegionReported Tourism ImpactThe Lord of the Rings & The HobbitMatamata (Hobbiton), wider NZNew ZealandInbound arrivals rose by nearly half within five years; Hobbiton attracts over half a million visitors annually.Game of ThronesDubrovnik; Northern Ireland; Iceland; SpainCroatia; UK (NI); Iceland; SpainSignificant annual visitor growth in Dubrovnik; boosted heritage site visits in NI, Iceland, and Spain.Star Wars: The Force Awakens / The Last JediSkellig Michael, County KerryIrelandVisitor numbers to Skellig Michael surged after release, boosting regional tourism.The BeachMaya Bay, Ko Phi Phi LehThailandMassive visitor increase led to environmental strain; site temporarily closed and reopened with limits.Crash Landing on YouIseltwald pier, Lake Brienz; Sigriswil BridgeSwitzerlandLarge crowds to the pier; entry fee introduced to manage demand.OutlanderDoune Castle, Falkland, Blackness & moreScotland (UK)Millions of visits to filming sites; notable share of visitors cite the series as motivation.The Sound of MusicSalzburg & environsAustriaAttracts hundreds of thousands of themed tour visitors each year.The White Lotus S2Taormina & east coast SicilyItalyBoost in bookings and summer tourist numbers following release.Twilight SagaForks & La Push; Pacific Northwest filming sitesUSALocal museum visitor numbers jumped; millions in local economic impact reported.Winter SonataNami IslandSouth KoreaVisitor numbers more than doubled within two years of release.Mission: Impossible – FalloutPreikestolen (Pulpit Rock), LysefjordNorwayRecord-breaking hiker numbers after film release.Mamma Mia!Skopelos & SkiathosGreeceLong-term increase in international visitors to filming islands.WednesdayCantacuzino Castle, BucharestRomaniaSites saw strong increases in visitor interest and footfall.Your Name. (Kimi no Na wa)Hida City, Hida-Furukawa Station, Lake SuwaJapanGenerated billions of yen in local tourism revenue from “anime pilgrimages.”
Corinth Hosts Journalists for Culture and Heritage
Corinth will welcome at least eight journalists from 30 August to 1 September 2025. The familiarisation trip is part of the city’s bid to promote itself as more than a quick escape from Athens. Reporters will explore ancient amphitheatres, historic landmarks, and local cuisine. GNTO hopes the visiting media will publish compelling stories that inspire readers to experience Corinth’s heritage for themselves. This effort sits within Greece’s broader 2025–2028 Tourism Marketing Plan. It highlights smaller destinations that can spread visitor traffic beyond the main tourist hubs. For Corinth, it is an opportunity to turn cultural depth into year-round arrivals.
KinoFest 2025 in Patras Blends Film and Wine
From 24 to 28 September 2025, Patras will host KinoFest at the AchaiaClauss Winery. This German-language film festival is organised by ABCinema KOIN.S.EP., a social-purpose cooperative. GNTO is co-funding the event to promote cinema tourism, which aligns with Greece tourism goals to diversify offerings. The setting, a historic winery, combines cultural heritage with European art. Visitors can enjoy screenings surrounded by stone walls and the aroma of local Syrah. GNTO sees this as a way to link wine tourism and film lovers, drawing in niche travel markets from Germany, Austria, and Switzerland. This approach also showcases Greece as a multi-layered destination.
Kos to Host German Tourism Industry at FVW Workshops
Kos will be in the spotlight from 15 to 19 October 2025, when it hosts the FVW Workshops. This event is organised by FVW Medien, a leading tourism media brand in the German-speaking market. GNTO’s sponsorship, valued at €24,990 including VAT, secures video placement during opening ceremonies and prominent logo visibility on FVW’s website. The package also offers a suite of media benefits. For Greece tourism, it is a direct channel to connect with top German travel decision-makers. GNTO believes this targeted outreach will yield partnerships and campaigns that position Greece as a preferred holiday spot in Germany and neighbouring countries.
Strategic Links to the 2025–2028 Tourism Marketing Plan
All three initiatives are linked to GNTO’s official 2025–2028 Tourism Marketing Plan. This strategy focuses on promoting diverse experiences across Greece while strengthening its brand abroad. The Corinth press trip targets media influence. KinoFest in Patras appeals to cultural travellers and wine enthusiasts. The Kos workshops target trade professionals in a key market. Together, they form a balanced mix of publicity, niche tourism, and business networking. This kind of multi-pronged approach ensures Greece tourism appeals to both consumers and industry leaders. It also spreads benefits across different regions and seasons, reducing pressure on peak-summer hotspots.
Why German-Speaking Markets Matter for Greece Tourism
Germany is one of Greece’s most important inbound travel markets. Tourists from Germany tend to take longer holidays and spend more on cultural activities. The GNTO’s presence at KinoFest and the FVW Workshops is aimed at deepening engagement in these markets. By combining cultural events with trade networking, Greece can position itself as more than just a summer beach destination. This fits the 2025–2028 plan’s aim to grow cultural, culinary, and off-season tourism. Reaching the German-speaking audience through targeted events increases the chance of repeat visits and positive word-of-mouth recommendations.
The Role of Cinema Tourism in Destination Branding
Cinema tourism is becoming a powerful tool for destination branding. Films and festivals create emotional connections that traditional marketing cannot. KinoFest in Patras provides a tangible link between cultural storytelling and local tourism. Visitors may arrive for the films but leave with memories of the wine, the architecture, and the people. Greece has already seen success from film-linked tourism in places like Skopelos, thanks to international productions. GNTO aims to extend this effect to Patras by tying in wine heritage and European cinema culture. This approach adds depth to Greece tourism marketing.
Local Partnerships Boost Authentic Experiences
GNTO’s work with local authorities and cooperatives ensures events feel authentic and rooted in place. In Corinth, the municipality’s involvement guarantees journalists see the best the city has to offer. In Patras, ABCinema KOIN.S.EP. brings community knowledge to KinoFest, ensuring it reflects local culture. In Kos, partnerships with the island’s tourism bodies will help showcase its beaches, history, and hospitality to visiting trade professionals. These collaborations not only improve event quality but also strengthen local capacity for hosting future initiatives.
Expected Outcomes and Long-Term Goals
The GNTO expects immediate benefits in the form of media coverage, social media engagement, and trade connections. Longer-term goals include increased arrivals from target markets, extended average stays, and higher spending on cultural and regional tourism. For Corinth, the hope is to be featured in major travel publications. For Patras, success would be measured in increased wine tourism and return visits from film festival attendees. For Kos, the aim is to secure new package deals and charter flights from German-speaking countries. All three contribute to the national goal of a resilient, diversified tourism sector.
Greece Tourism’s Autumn Momentum
The GNTO’s autumn 2025 agenda shows how strategic planning can turn cultural events and industry networking into tourism growth. Corinth’s media tour, Patras’s KinoFest, and Kos’s trade workshops are distinct but connected pieces of the same puzzle. They align with the 2025–2028 Tourism Marketing Plan and focus on key markets like Germany. By investing in targeted, high-quality initiatives, Greece tourism is positioning itself for stronger year-round performance. As autumn turns the Mediterranean light golden, Greece is showing that its appeal is as much about ideas and culture as it is about sun and sea.
Film Tourism Becomes a Big Part of Travel
Film tourism is now a clear part of how countries promote themselves. Governments and tourism boards invite movie directors to shoot in cities, towns, and natural landscapes. They offer money back, tax credits, and fast permits. In return, films show off local beauty and culture to millions of viewers. This sparks interest in visiting those places. From the UK to New Zealand, and from Abu Dhabi to Colombia, many destinations use cinema to drive real tourism growth. They see filming not only as art but also as a way to fill hotels, restaurants, and tours.
How Countries Attract Film Shoots
Many countries give big financial rewards to productions. The UK’s Audio-Visual Expenditure Credit offers a strong return on spending. France gives up to 40% back for projects with heavy visual effects. Spain offers 30% on the mainland and up to 50% in the Canary Islands. Greece gives a 40% cash rebate. Portugal offers up to 45% back through its cash rebate scheme. These are huge amounts that make shooting abroad cheaper for producers. The more a country gives, the more it catches the eye of big studios.
Linking Films to Tourism
Tourism boards now work closely with film commissions. They help productions show famous sites and hidden gems. In return, they get to use film scenes in adverts and travel campaigns. The UK’s “Starring GREAT Britain” campaign is one example. It links blockbuster scenes to travel guides. New Zealand’s tourism success from the “Lord of the Rings” films is another. Visitors still travel there to see the hills, rivers, and villages shown in the movies.
Europe’s Strong Film Tourism Network
Europe has one of the richest networks of film-friendly nations. The UK, France, Spain, Portugal, and Greece compete with high rebates. Croatia offers up to 30% back in certain areas. Malta gives up to 40%. Iceland offers up to 35% back and promotes its dramatic volcanic scenery. The Czech Republic increased its rebate to 25% and up to 35% for digital or animated projects. Hungary, Poland, and other central European countries also provide strong cash support. Each also works on turning film shoots into visitor attractions.
Middle East and North Africa Join the Race
Abu Dhabi now gives between 35% and 50% back, depending on how well the production shows local culture and hires local people. Saudi Arabia offers 40% and has new studios and desert backdrops. Morocco has long been a film favourite with its 30% rebate and historic cities. Jordan now offers up to 45%, boosting places like Petra and Wadi Rum. Egypt provides 30% inside its main production facilities. These countries see film as a way to change how the world views them and bring in more visitors.
Asia-Pacific Offers Big Scenes and Big Deals
Australia gives 30% back at the national level plus more from individual states. It also rewards post-production work. New Zealand gives a 20% rebate and has topped up funding to stay competitive. Thailand increased its rebate to 30% in 2025. Malaysia offers 30% through its FIMI scheme. Singapore funds productions that show the city’s sights. South Korea gives up to 25% back, with extra from regions. Japan now offers up to 50% for big projects. All these countries pair these rewards with tourism campaigns to encourage fans to visit.
The Americas Keep Their Competitive Edge
Canada combines a 16% national credit with extra from provinces like British Columbia and Ontario. Colombia offers 40% back on services and 35% on logistics. The Dominican Republic gives 25% and Puerto Rico offers 40% plus extras. These places have diverse scenery, from mountains to beaches, and can double for many locations in films. They also have skilled crews and easy access from the US market, making them attractive for Hollywood productions.
Why Tourism Boards Care About Film
A film can show off a country’s beauty to millions of people worldwide. When viewers fall in love with the scenes, many want to see them in person. This is called “set-jetting”. It is a cheap but powerful way to market a place. Once a film is made, the footage lasts forever. The UK and New Zealand have proven that films can bring tourists for many years after release. Tourism boards know that each visitor spends on hotels, food, shopping, and tours. This boosts the local economy well beyond the film’s shoot.
Making It Easy for Directors
Countries that win film projects make the process simple. They set up one-stop offices for permits, customs, and crew hiring. They help with location scouting and transport. They may also help with visas and security. The easier it is to film, the more likely producers will choose that place. This is why film commissions in places like the UK, France, Abu Dhabi, and Australia invest in smooth, quick services.
Creating Stories That Sell
More countries now reward productions for using local culture in their stories. Abu Dhabi gives higher rebates if a film includes Emirati traditions or local language. This makes the final film more authentic. It also ensures that audiences see unique aspects of a place that could inspire them to travel there. The same is true for some European and Asian incentives that score productions on cultural value.
Lessons from Success Stories
New Zealand’s “Lord of the Rings” effect is one of the best examples. The films created a lasting tourism brand. Guided tours, themed hotels, and even festivals keep attracting fans. The UK has done similar work with Harry Potter tours. Iceland promotes itself through scenes from Game of Thrones. Croatia draws visitors to Dubrovnik, shown in Game of Thrones as King’s Landing. These examples show that when film and tourism work together, the benefits can last for decades.
Challenges and Competition
The competition for film projects is strong. If one country raises its rebate, others may follow. This can be costly. There is also the risk that a film might not be a hit, reducing its tourism value. Some places may also see overcrowding at filming locations if visitor numbers grow too fast. Countries need to balance promotion with sustainable tourism planning.
The Future of Film Tourism
Film tourism will keep growing. Streaming platforms now release content to global audiences in an instant. A small show can quickly inspire travel to its filming locations. Countries will likely refine their incentive schemes to focus on productions that offer the most tourism value. This means more points-based systems, more cultural requirements, and closer ties between tourism boards and film commissions.
Conclusion: Films as a Window to the World
In 2025, film tourism is a major strategy for many countries. Big incentives, easy filming processes, and smart marketing turn movies into travel adverts. Europe, the Middle East, Asia-Pacific, and the Americas all have standout programmes. Success depends on more than just money. It requires clear rules, strong local support, and stories that make people dream of visiting. Done well, film tourism can bring visitors, income, and global recognition for years to come.
