Turkish and Moroccan tourism stand to benefit from the movie
IAN STALKER
The big screen is expected to give a big boost to a famed Turkish archeological site and Mediterranean points that lie far beyond Turkiye’s shores as well.
Turkish tourism authorities report that the ancient site of Troy is expected to see a surge in visitors, thanks to the recent release of Christopher Nolan’s movie, The Odyssey. Troy plays a central role in the actual tale The Odyssey, which dates back some 3,200 years.
Located 200 miles from Istanbul in Türkiye’s North Aegean region, Troy is recognized as a UNESCO World Heritage Site and its history continues to resonate with travellers across the globe.
Caroline Mongrain, North American marketing manager for World Expeditions Travel Group, is among those convinced that the movie will serve not only Türkiye well but other Mediterranean-fronting countries.
“Blockbuster films have consistently driven increased interest in destinations, especially iconic historical sites and larger-than-life landscapes,” she says. “While we expect Troy to attract more visitors, we also believe the film will generate greater interest in ancient sites across both Greece and Morocco, particularly Aït Benhaddou, which served as the real-life Troy in the movie.”
Ait Benhaddou is in Morocco.
Sally Mikhail of GMTours also agrees The Odyssey will serve Turkish tourism well and also help other countries in the region.
“Interest will rise not only in Troy but across Türkiye and the Mediterranean,” she states. “The Odyssey is creating a cultural moment that blends mythology, archeology, and cinematic spectacle. Travellers want to experience the landscapes behind the story, not just watch them. Travelers will discover an epic about the history for Turkiye and Troy. Turkiye is a vast country, a great destination with history; fascinating architecture, culture and cuisine, and great beaches.”
“Türkiye’s tourism has felt some pressure from Middle East conflicts, but not nearly as much as people assume, and The Odyssey‑driven interest in Troy and the Aegean could genuinely help shift the narrative in Türkiye’s favor. The Odyssey’s spotlight on Troy is exactly the kind of cultural catalyst that can help reverse perception and drive renewed interest. It’s a narrative reset at the perfect time.
“Even though Türkiye is not part of the conflict zones, traveller psychology lumps ‘Middle East proximity’ together, especially among North American travellers. This has led to slight dips in bookings and concern about safety and stability.”
Mikhail says the Turkish areas closest to conflict zones are in southeast Türkiye and see more hesitation among tourists. But the Aegean and Mediterranean coasts, including Troy, Çanakkale, Izmir, Bodrum, Antalya, have remained strong, with many destinations reporting strong demand and high hotel occupancy.
“Türkiye is one of the world’s top five tourism destinations by arrivals. Its infrastructure, pricing, and cultural appeal give it resilience. So while perception challenges exist, the country has not experienced a collapse,” she adds.
The country’ saw 137,695 Canadian visitors between January and June, an 8.6% increase compared with the same period in 2025.
“Regional tensions in the Middle East and global uncertainties have impacted tourism demand in the first half of 2026,” said Turkish culture and tourism minister Mehmet Nuri Ersoy. “Although Türkiye was not involved in the conflict and all our airlines and airports continued to operate without disruption, the closure of Middle Eastern airspace led to a slight decline in demand. In the first six months of 2025, we hosted 26.4 million visitors. During the same period in the current year, we welcomed 25.8 million visitors. We have commenced the second half of the year strongly, and our current projections suggest a markedly improved performance for the remainder of the year. As a consequence of our strategic initiatives, we maintained our tourism revenues at the same level as in 2025, concluding the first half of the year with a robust figure of USD 25.8 billion.”
Turkish tourism authorities state that Troy is easily reached from Istanbul, is just 19 miles from Canakkale’s city center and located in the village of Tevfikiye. Troy has more than 5,000 years of continuous settlement, from the Early Bronze Age to the Eastern Roman period. The Troy Museum showcases geological treasures and layered history across three levels through a contemporary, immersive narrative.
The Troy Vineyard Route stretches through Gallipoli, Eceabat, Troy and the island of Bozcaada.
“As part of the 2026 dig season, the archeologists and researchers in Çanakkale work tirelessly to unearth new historical insights into Troy, including grand colonnaded avenues and shopfronts that date back to the Roman era, as well as investigations into traces of destruction around the Southern Gate, tied to the legendary Trojan War. Teams are also working deep within the Troy Citadel on the Bronze Age palace structures,” tourism authorities state.
For more information, visit https://goturkiye.com/culturaljourneys/ancient-city-of-troy.
