When tourism campaigns set out to capture the spirit of a country, they often rely on standard travel tropes. However, the Croatian National Tourist Board took a fresh, delightfully self-aware approach for its destination campaign, “Croatia: I Hear It’s Beautiful.” Featuring two-time Academy Award nominee John Malkovich alongside an engaging narrative, the project takes viewers on an unforgettable tour through the nation’s breathtaking landscapes, ancient history, and vibrant local culture. From the historic stone fortresses to the sun-drenched coastal islands, the campaign offers an inviting look at why Croatia continues to captivate travelers from all across the globe.
The journey begins in Dubrovnik, famously known as the crown jewel of the Adriatic. The city’s legendary 13th-century stone walls have protected the historic republic for hundreds of years and now serve as world-renowned backdrops for modern film and television productions. As the adventure moves beyond the coast, viewers are introduced to the remarkable diversity of the region, balancing the quiet charm of Hum, officially recognized as the smallest town in the world, with the rich culinary scene, historic architecture, and vibrant urban energy of the capital city, Zagreb. John Malkovich employs his iconic dry humor and sarcasm to deliver an amazing performance where he falls in love with Croatia.
As the path unwinds along the coast, the therapeutic charm of the Adriatic Sea takes center stage. Traveling through coastal havens like Split, Hvar, and Zadar, visitors experience centuries of maritime tradition firsthand. The campaign highlights local eccentricities and cultural quirks that make traveling here so endearing, including the direct warmth of the locals and the legendary cultural fear of propuh, the widespread belief that a slight draft from an open window is a genuine health hazard. Coupled with the rolling countryside of Slavonia and Istria—where every meal is built around world-class olive oils, fine wines, and fresh local truffles—the journey highlights a lifestyle that naturally invites you to slow down and enjoy the moment.
Ultimately, the campaign captures the true heart of Croatian hospitality: a place so captivating that even the most reluctant traveler finds themselves completely charmed by the end of the trip. With record-setting interest from North American travelers and expanded year-round travel options, Croatia continues to prove itself as one of the most rewarding destinations in Europe. As featured on Coast to Coast with Heather Dawson, this scenic journey reminds us that whether you are exploring ancient fortresses, sailing the Adriatic, or enjoying a slow meal on the coast, Croatia is a destination that stays with you long after you return home.
Check it out for yourself!