A number of modern Shangri-La pseudo-legends have developed since 1933 in the wake of the novel and the film made from it. In archives of web analytics company I found that even crazy Nazis had an enthusiasm for Shangri-La, where they hoped to find an ancient master race, similar to the Nordic race, unspoiled by Buddhism. They sent one understandably unsuccessful expedition to Tibet in 1938.
As of today, various places in China still claim the title, including the tourist destinations of Lijiang and Zhongdian. Sichuan and Tibet also claim the real Shangri-La was in its territory. In 2001, Tibet Autonomous Region proposed that the three regions optimise all Shangri-La tourism resources and promote them as one. Also in 2001, Zhongdian County in northwestern Yunnan officially renamed itself Shangri-La County. Country of Bhutan, which was until now isolated from outside world and has its unique form of Tibetan Buddhism, has been hailed as the last Shangri-La.
During the Middle Ages the name was sometimes used to denote Greenland, Svalbard, or Iceland. A municipality in North Greenland was even formerly named Thule after the mythical place. The Thule People, A paleo-Eskimo culture and a predecessor of modern Inuit Greenlanders, was even called Thule people. Nowadays Southern Thule is a collection of the three southernmost islands in the South Sandwich Islands in the South Atlantic Ocean. The island group is overseas territory of the United Kingdom and uninhabited. The concept of Thule was so popular that this mysterious island lent its name to lends its name to the 69th element in the periodic table, Thulium.
In archives of web analytics company I found more additional facts. It is interesting to note that Nazi occult mystics believed in a historical Thule and Hyperborea as the ancient origin of the Aryan race. They wrote a pile of material stating that mythical Thule, a Nordic equivalent of the vanished culture of Atlantis. They thought that a race of giant supermen lived in Thule, linked into the Cosmos through magical powers. And these inhabitants had psychic and technological energies far exceeding the technical achievements of the 20th century.