Croatia’s New Tourism Campaign Introduces John Malkovich to Country’s Beauty
by Dori Saltzman
John Malkovich behind the scenes of the Croatia tourism film. Photo: Croatian National Tourist Board
In Croatia’s newest tourism campaign, John Malkovich heads to the country after discovering that his ancestry can be traced back there. The campaign – “CROATIA – I Hear It’s Beautiful” – was introduced at an event in Alexandria, Virginia hosted by the Croatian National Tourist Board, Croatia’s Ministry of Tourism and Sports, and the Croatian Football Federation, during the FIFA World Cup 2026.
The evening featured the U.S. premiere of the short film, starring Academy Award-nominated actor John Malkovich, whose Croatian heritage adds a personal connection to the campaign. The film was directed by Pete Radovich, the Croatian-American television and sports producer who has earned 45 Emmy Awards across 18 categories.
“This represents a significant step forward in how we position Croatia on the global stage,” said Croatian Minister of Tourism and Sports Tonči Glavina. “At a time when internationally recognized figures such as John Malkovich are helping tell Croatia’s story, global sports icons including LeBron James, Kyle Kuzma, and Rafael Nadal are also showcasing Croatia to worldwide audiences through international sporting events hosted in our country. Tourism and sports together create powerful stories that connect people, transcend borders, and inspire travel.”
The United States remains Croatia’s most important long-haul market and one of the country’s key strategic tourism markets. Since 2019, arrivals and overnight stays from American travelers have increased by more than 30%, reflecting Croatia’s growing appeal among U.S. visitors.
Air connectivity between the two countries continues to strengthen. In 2026, Croatia offers direct seasonal flights to the United States from both Dubrovnik and Split, with approximately 440 direct flights scheduled between the two countries throughout the year. American travelers are also among Croatia’s highest-spending visitors and increasingly choose to visit beyond the traditional summer season.
“The United States is Croatia’s most important long-haul tourism market, making this an ideal moment to showcase the country to American audiences during one of the world’s most-watched sporting events,” said Kristjan Staničić, director of the Croatian National Tourist Board. “The new film represents a fresh and distinctive approach to destination marketing and reflects the continued evolution of Croatia’s tourism promotion efforts.”
You can watch the entire video here.
