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California Reportedly Cancels Talks with Paramount over Warner Bros Merger
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California Reportedly Cancels Talks with Paramount over Warner Bros Merger

From Asharq Al-Awsat · () English

Summarized and contextualized by DistantNews.

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  • A new wave of American tourists, including celebrities like Madonna and Justin Bieber, are visiting the Greek islands, boosting the tourism sector.
  • This trend is fueled by social media promotion and the "set-jetting" phenomenon, where destinations gain popularity after appearing in films or TV shows.
  • The Greek tourism industry, vital to the country's economy, is experiencing a strong recovery after financial difficulties and the pandemic, with increased direct flights from the US.

The idyllic beaches of the Greek islands are attracting a new surge of American tourists, drawn by the allure of celebrity visits and popular culture. Stars such as Madonna, Katy Perry, and Justin Bieber have recently vacationed in Greece, sharing their experiences on social media and providing significant, free advertising for the country's tourism industry.

Madonna celebrated her birthday on Corfu, while Bieber visited the Peloponnese, and Perry explored Mykonos. These high-profile visits, widely shared online, have been met with gratitude from Greek officials, who see them as a powerful endorsement. Public broadcaster ERT noted this "new wave" of celebrity visitors, with newspapers like To Vima hailing the boost to Greece's international profile.

Celebrities are voting for the Greek summer!

— ERTGreek public broadcaster ERT commenting on the trend of celebrities visiting Greece.

Experts attribute part of this trend to "set-jetting," where travel destinations gain popularity after being featured in films or television series. The success of the musical "Mamma Mia," filmed on Skopelos, previously spurred American tourism, and the recent blockbuster "The Odyssey" is expected to have a similar effect. Professor Paris Tsartas of Harokopio University highlighted that these celebrity endorsements provide a crucial boost, especially for attracting the lucrative American market.

This influx of tourists comes at a vital time for Greece's economy. The tourism sector accounts for nearly 30 percent of the country's GDP and has been a key focus for recovery efforts following the 2009 debt crisis and the COVID-19 pandemic. In 2025, Greece welcomed approximately 1.55 million American visitors, making them the third-largest source of tourism income. To accommodate the growing demand, major US airlines have increased flight capacity, with American Airlines boosting its seat availability by 30 percent compared to the previous summer. This year also marks a record for direct flights between Greece and the United States, with 103 weekly connections.

this 'new wave' which 'helps raise the country's international profile'

— To VimaThe newspaper To Vima describing the impact of celebrity visits on Greece's image.
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Originally published by Asharq Al-Awsat. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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