While visual methods have long been utilised as legitimate research techniques in the social sciences, within mainstream tourism research these techniques are rarely employed. This paper thus seeks to question current research practices in tourism by focusing on academic filmmaking as an innovative visual method which can be used to approach tourism research in a new way and to create tourism knowledge which is widely accessible. Two case studies explicate these points: an ethnographic documentary about tourism impacts in Crete, and a doctoral project which explored the construction and consumption of images of Greekness by visitors to the Athenian Acropolis