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Purpose  Drawing on the discursive properties of placemaking theory, this paper discusses the development of film tourism in Crete from the release of the award-winning  Zorba the Greek  (dir. Michael Cacoyannis,  ZG ) to date. The approach is “genealogical,” seeking to explain how  ZG -inspired tourism on Crete ended up being more than about the film itself owing to historical contingency.

Zorba the Greek’s tourism worldmaking: gendering Cretan place identity and Greek memory through film