Crete plans mythology-themed tourism campaign after Danish feature on Greek gods

The Region of Crete plans to build a mythology-themed narrative into its upcoming tourism promotion campaigns, linking the island’s archaeological sites to Greek and Minoan myths, according to Kyriakos Kotsoglou, the region’s delegated tourism councillor.

In a social media post, Kotsoglou pointed to a travel feature published on August 15 by the Danish newspaper Berlingske, titled “På rejse med de græske guder” (“Traveling with the Greek gods”). According to Kotsoglou, the paper, which he said has more than 300,000 readers, presented Greece through a combination of travel, archaeology, history and ancient Greek and Cretan mythology.

The feature’s starting point, per the report, is renewed international interest in Homer’s “Odyssey” and Odysseus, which has brought ancient Greece and its mythological sites back into international attention. The Berlingske journalist traces a journey “in the footsteps of the gods” across different parts of Greece, following locations tied to well-known myths, before the trip concludes in Crete. There, Knossos is presented as the setting for a wide cycle of Minoan and ancient Greek myths involving Zeus, King Minos, the Minotaur, Theseus, Ariadne and the Labyrinth.

From Knossos to Zakros, Eleftherna and Aptera

The Region of Crete says it sees an opportunity in this narrative. According to Kotsoglou, the mythology theme will be used in upcoming promotional campaigns, extending the story beyond Knossos to include Zakros, Eleftherna and Aptera as well.

“We will make this a theme in our upcoming promotional campaigns for Knossos, Zakros, Eleftherna and Aptera, because we, Crete, are everywhere!!” Kotsoglou wrote in his post.

Officials describe the approach as a way to broaden Crete’s tourism product beyond the traditional “sun and sea” model, positioning archaeology, history, culture and mythology as part of a wider set of experiences in Crete that could draw visitors to sites across the island, including places in Crete beyond the best-known destinations.

Kotsoglou’s post frames the moment as a chance to connect a globally recognized cultural asset with contemporary travel experiences and targeted promotion in international markets, treating mythology as both cultural heritage and a tool for tourism storytelling. The remaining question, according to the report, is whether this international interest can be converted into concrete travel demand for Crete.