Long before travellers could visit Greece, the country took shape in their imaginations. Since the Renaissance, the image of Greece has been crafted from myth and history through visual language as an ideal. The wonders of Greece and its post-war modernisation were packaged for tourists as new tourism infrastructure developed across the mainland and islands. These visions reflected the ethos, beliefs, and, at times, scepticism of local communities toward modernity. The systematic creation of an attractive, recognisable image—making the 'myth of the Greek summer' globally competitive—has been a primary concern for both state and private institutions. Greece, as an idyllic destination, continues to reinvent the répétition différente of its core elements: the sun, sea, culture, history, traditions, landscapes, lifestyle, and gastronomy.

Picture explores Greece's transformation into a globally recognisable national brand, revealing how tourism shaped the imagination of travellers through three intersecting themes: Promotion, Audiovisual Culture, and Periodicals.