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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.

The article takes its point of departure in the current labor market debate on immigration policy and attempts to explore the way private labor market mediators involved in the integration of immigrants contribute to reproducing cultural stereotypes reminiscent of colonial ideas.

Findings are based on respondent-driven interviews with nine labor market mediators (seven women and three men) from eight private labor market agencies in Sweden.

The findings showed that the private labor market mediators put their trust in the neoliberal system and rely on the colonial discourses when convincing immigrants to assimilate into the dominant culture. At the same time, the findings also show that there is no evidence that the assimilating activities they offer will lead to long-term employment.

Given that migration across national borders has become a common phenomenon, the author suggests a call for critical reflections on the taken-for-granted notions of both self and others and the influences colonial discourses have on integration.

The author would suggest a shift of focus from immigrants' cultural adjustment to society's and employers' responsibilities and readiness to adjust to prevailing conditions.

The study contributes to the labor market literature and the diversity management literature by adding insights from public labor market mediators' experiences of the help they offer immigrants to enter the labor market. It shows how mediators make use of dominating discourses to secure cultural hegemony.