- by croatiaweek
- June 14, 2026
-
in
News
(Photo: HTZ)
A special promotional event showcasing Croatia’s tourism, sport, culture and gastronomy was held overnight in Alexandria, United States, as part of activities surrounding the 2026 FIFA World Cup.
Organised by Croatia’s Ministry of Tourism and Sport and the Croatian National Tourist Board in cooperation with the Croatian Football Federation, the event, titled “Croatia in the Game – Tourism. Sport. Culture. Flavours.”, took place at the AKA Hotel, which is also hosting Croatia’s national football team training camp.
The evening marked the premiere of Croatia’s new tourism promotional film, “Croatia – I Hear It’s Beautiful”, starring internationally acclaimed actor of Croatian heritage, John Malkovich. Malkovich was one of the main attractions of the event alongside Croatia’s national football team.
(Photo: HTZ)
The campaign was creatively directed by Pete Radovich, an award-winning television and sports producer of Croatian descent who has won 45 Emmy Awards across 18 categories.
The event aimed to promote Croatia’s tourism strengths by highlighting the close connections between Croatia and the United States through sport and the achievements of Croatian athletes on the global stage.
(Photo: HTZ)
Among those attending were Minister of Tourism and Sport Tonči Glavina, Croatian National Tourist Board Director Kristjan Staničić, Croatian Football Federation President Marijan Kustić, Croatian National Tourist Board New York Office Director Leila Krešić Jurić, and members of the Croatian national football team led by head coach Zlatko Dalić and captain Luka Modrić.
Former NBA star Toni Kukoč was also present, alongside representatives of US diplomacy, the tourism and sports sectors, and international media.
Kristjan Staničić i Toni Kukoč (Photo: HTZ)
Speaking at the event, Glavina said Croatia was taking a significant step forward in promoting its international profile through the combined strength of tourism and sport. He highlighted the role of Croatia’s national football team and other globally recognised sporting figures in strengthening the country’s visibility worldwide.
The United States remains Croatia’s most important long-haul tourism market and one of the country’s key strategic markets. According to tourism officials, arrivals and overnight stays from the US have increased by more than 30 per cent compared with 2019 levels.
(Photo: HTZ)
Officials attribute this growth to sustained promotional efforts, a high-quality tourism offering and improving air connectivity between Croatia and the United States.
Croatia now has two direct air routes to the US, operating from Dubrovnik and Split, with around 440 direct flights expected between the two countries this year.
(Photo: HTZ)
American visitors are also among Croatia’s highest-spending tourists and travel throughout the year, making the market particularly valuable for the country’s tourism sector.
Staničić said the FIFA World Cup provided an ideal platform to further promote Croatia as a safe, attractive and high-quality destination while also introducing the new tourism film to an international audience.
He added that Croatian athletes and the national football team have played an important role in raising Croatia’s global profile and continue to serve as valuable ambassadors for the country.
(Photo: HTZ)
The event was hosted by CBS presenter and journalist Marina Jurica, who is of Croatian heritage.
The entertainment programme featured performances by award-winning Croatian musicians Eva Mach and Petra Gilming, performing as Duo Mach & Gilming, as well as Croatian singer Roko Blažević, who represented Croatia at the Eurovision Song Contest in 2019 and is currently based in Los Angeles.
(Photo: HTZ)
The promotional event formed part of Croatia’s broader efforts to strengthen its presence in the US market and leverage the global audience of the 2026 FIFA World Cup to showcase the country’s tourism, culture and sporting success.
You can check out the video here.
