Abstract:The purpose of this paper is to get insight in the way Greece attracts foreign film producers to the country and in what way these films can contribute to the destination branding of Greece. More specifically, this paper presents the case study of the film Mamma Mia! which has been shot on the islands of Skopelos, Skiathos and partly on Pelion in the year 2008. The way this film can contribute to the destination promotion of Greece has been explored, as well as the reasons for Dutch tourists for wanting to visit a specific destination because of film. Surveys are held with Dutch tourists between the age of 16 and 70 in order to get insight in the image the Dutch tourist has from Greece by means of film. The results are used for recommendations to the Greek National Tourism Organisation / Ministry of Tourism on how to position Greece as an interesting filming location to attract more foreign film producers to the country. Next to that it can be used for recommendations on the promotion of films that take place in Greece, in order to attract more tourists to Greece.