June the 14th, 2026 – The legendary John Malkovich, a recent recipient of Croatian citizenship, has starred in the latest Croatian Tourism campaign – I Hear It’s Beautiful.
The campaign, titled “I Hear It’s Beautiful”, uses John Malkovich’s distinctive style and storytelling to present Croatia not just as a summer destination, but as a place of culture, nature, history, and unexpected experiences. The video follows Malkovich as he explores Croatia through a more personal lens, focusing on the details that make the country unique, from its landscapes and coastline to its traditions, atmosphere, and everyday moments.
Rather than simply showcasing the famous postcard locations, the campaign aims to highlight the feeling of being in Croatia. The overarching message is built around curiosity. People are aware of Croatia and they hear about the islands, the old towns, the food, the sea, and the landscapes, but the campaign asks viewers to go beyond what they think they already know.
Who better to deliver that message than the one and only John Malkovich? The Oscar-nominated actor has a long connection with Croatia and has previously spoken publicly about his family roots and personal ties to the country. His international profile gives the campaign a recognisable voice for audiences around the world.
Croatia’s tourism strategy has increasingly shifted toward attracting visitors who stay longer, travel outside peak summer months, and explore more than just the Adriatic coast. That means promoting the country’s wider identity, including cities, food, wine, nature, culture, and local experiences.
The timing is also significant. Croatia continues to compete in a crowded Mediterranean tourism market, where destinations across Europe are investing heavily in international promotion. Standing out requires more than beautiful beaches; it requires a story. The campaign also reflects Croatia’s growing confidence in using cultural figures to tell that story.
From athletes and artists to actors with global careers, Croatian ambassadors have become an important part of how the country presents itself internationally. For many visitors, Croatia’s biggest attraction remains the same: the combination of a relatively small country with an unusually diverse range of experiences. A visitor can walk through ancient streets in the morning, swim in the Adriatic in the afternoon, and experience local food and traditions in the evening.
The new campaign’s message is simple: You may have heard Croatia is beautiful, but perhaps the only way to understand it is to come and see it for yourself.
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