The cinematic project, which adapts the foundational Greek epic, has turned international spotlight onto the Egadi Islands off the west coast of Sicily. As the largest island in the local archipelago, Favignana stands in for the home of Odysseus, Penelope, and Telemachus. Set designer Ruth De Jong selected the island’s landscape to anchor the story’s visual world, pointing to its dramatic topography during production notes compiled for the release.
“It was just the most epic landscape, where you could see the water everywhere you were and the ships [used for filming] could pull up,” De Jong stated in the official production materials.
That visual translation has sparked immediate commercial momentum across southern Italy. Following the release of the film’s trailer in May—two months prior to its theatrical debut—Favignana became a primary target for travel marketing campaigns. Global booking platforms such as Airbnb launched targeted advertisements inviting travelers to explore the settings that inspired the film’s atmospheric tone.
The Economic Windfall of the Nolan Effect
Local authorities and regional tourism officials anticipate economic returns from international travelers. Sicilia Film Commission chief Nicola Tarantino noted that the region expects a significant surge in visitors, particularly from the United States, according to reporting by Variety.
Tarantino compared the anticipated influx to the tourism wave that followed the second season of HBO’s “The White Lotus,” which was filmed in the Sicilian resort town of Taormina in 2022. However, Italian press outlets have dubbed the current phenomenon the “Nolan effect,” projecting a much larger financial impact for the local economy. While newspaper La Repubblica estimated that “The White Lotus” generated a tourism windfall of €138 million ($158 million) for Taormina, initial projections indicate that “The Odyssey” could more than double that figure in Favignana.
Initial economic models suggest that visitors inspired by the blockbuster will generate an estimated $287 million haul over the next three years, with long-term projections exceeding $500 million. For comparison, tourism consultancy JFC reported that a high-profile celebrity wedding in Palermo—featuring Dua Lipa and Callum Turner in June—yielded an immediate $17 million return for the Sicilian capital alongside roughly $300 million in overall brand valuation and visibility.
Cinematic Geography and Historical Roots
While the broader production utilized authentic backdrops across Sicily, the geography of Favignana served specific narrative needs. The island houses the 15th-century Castello di Santa Caterina, perched atop Monte Santa Caterina, which production teams utilized to represent Ithaca’s palace. Crews also constructed a secluded pig farm and hut on the island for scenes featuring the loyal swineherd Eumaeus, played by John Leguizamo, where Odysseus first arrives in disguise upon returning home.
Additional filming took place along the coastal coves and beaches of Favignana, as well as the nearby islet of Preveto. According to classical scholars, Sicily historically served as a geographic setting for the wanderings of Odysseus in Homer’s epic, originally composed around the 8th century BCE.
“We are very proud that Sicily is a real protagonist of this film,” Tarantino stated, emphasizing that Nolan’s visual interpretation introduces the landscape to millions of international viewers while honoring its cultural heritage.
Domestic audiences have also driven strong box office returns for the film in Italy. NBCUniversal figures indicate that Italy currently ranks as the fourth highest-grossing territory globally for “The Odyssey,” generating a $35.6 million box office intake. That figure trails only France at $37.9 million, the United Kingdom and Ireland at $56 million, and the United States and Canada at $334 million. Massimo Proietti, general manager, Italy, for Universal Pictures, noted that the film resonates deeply because it belongs to a cultural canon familiar to generations of viewers.