Ionian Islands Seek to Ride the Popularity of the Odyssey, but Ithaca Objects

“Ithaca is Ithaca.” That is the message from the island’s municipal authorities as the Ionian Islands debate a tourism campaign built around one of Greece’s most famous legendary figures.

The proposed “Odyssey Islands” initiative would create a shared international brand for tourism and culture across the Ionian archipelago. It would draw on the renewed global interest in Homer’s Odyssey and could include themed sea routes linking Odysseus-related mythology with the islands’ history, culture and natural environment.

The idea was proposed by Savvas Koulouris, the Ionian Islands region’s deputy governor for finance and trade. It has also been discussed in connection with the region’s planned participation in the World Travel Market in London and increased attention surrounding Christopher Nolan’s film “The Odyssey,” scheduled for release in July.

Ithaca’s authorities rejected the suggestion that the Ionian Islands could be promoted as “Odysseus Islands.” They argued that the island has a distinct historical and symbolic relationship with the Homeric hero, and that this connection should not become a general regional tourism label. “Ithaca is Ithaca. Odysseus has his homeland, and that cannot be transferred to a general tourism brand for the Ionian Islands,” the municipality said.

Koulouris responded that he had not proposed changing the name of the Ionian Islands or the identity of any individual island. He said the aim was to create a shared brand that would reinforce existing local brands and identities, not replace them. Regional Governor Giannis Trepeklis later presented the project’s broader outline, saying each island would retain its name and distinct identity. The regional council has not yet decided whether to proceed.

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Ithaca is Ithaca. Odysseus has his homeland, and that cannot be transferred to a general tourism brand for the Ionian Islands.