Croatia has a new official tourism film, and a Hollywood star fronts it. John Malkovich plays the lead in “Croatia – I Hear It’s Beautiful.” The Croatian National Tourist Board released it on 14 June 2026. It has gone viral worldwide. Watch the full film below.
The film follows Malkovich around the country with a local guide. It leans on his dry humour and his real Croatian roots. The message is simple. Croatia is more than a summer beach stop. It is culture, nature, food, and history too.
What is “Croatia – I Hear It’s Beautiful”?
It is Croatia’s headline tourism campaign for 2026. Malkovich travels the country as a sceptical first-timer. A local guide shows him around. He keeps hearing how beautiful Croatia is. By the end he agrees, in his understated way: “not bad at all.”
The tone is the news here. Most tourism ads sell turquoise water on loop. This one uses humour and a famous face to make people stop and watch. That is why it spread so fast online.
Who made the Croatia tourism video?
The Croatian National Tourist Board (HTZ) commissioned it. The creative director is Pete Radovich, an American producer of Croatian heritage. He has won 45 Emmy Awards across 18 categories. Bunker handled production and Brandmama led the creative.
That pedigree shows. The film looks like a short travel documentary, not a 30-second spot. There is a roughly six-minute version and a one-minute cut.
Why John Malkovich?
Malkovich is not a random celebrity pick. His family is Croatian. His ancestors emigrated from the Ozalj area in Karlovac County to the United States. In May 2026 he received Croatian citizenship in Zagreb. The campaign builds on a real connection, not a paid cameo.
That authenticity is part of the appeal. He is not pretending to discover a country at random. He is tracing his own roots on camera.
Where was the Croatia video filmed?
The film moves across the whole country, coast to inland. The locations are Dubrovnik, Split, Zagreb, Mali Lošinj, Slavonia, and Krka National Park. That spread is deliberate. It shows Croatia beyond the famous Dalmatian coast.
Dubrovnik and Split
The Dalmatian heavyweights open the door. Dubrovnik brings the walled Old Town and the Adriatic. Split brings Diocletian’s Palace and Roman streets. Both are on most first-time itineraries already. See the Croatia travel guide for how they fit a wider trip.
Zagreb
The capital often gets skipped for the coast. The film gives it real screen time. Zagreb is cafe culture, museums, and a walkable old town. The Zagreb sightseeing guide covers what to see first.
Mali Lošinj
Mali Lošinj is the quiet surprise of the film. It is an island of pine forests, clear bays, and an “island of vitality” wellness reputation. Čikat Bay is the postcard spot. It rewards travellers who want calm over crowds. For more islands like it, see the island-hopping guide.
Slavonia and Osijek
This is the boldest choice in the film. Slavonia is the flat, green east, far from the sea. Osijek sits on the Drava river with a Habsburg-era old fort, the Tvrđa. The region is known for paprika-rich food, Graševina wine, and almost no tourist crowds. Putting Slavonia in a national tourism film is a real statement.
Krka National Park
Krka brings the waterfalls. Its travertine cascades near Skradin are some of the most photographed in the country. It pairs easily with Split or Šibenik on a route.
Why release the video now?
Timing is everything. Croatia premiered the film on 14 June 2026 at an event in Alexandria, Virginia. That was tied to the FIFA World Cup 2026 in North America. Croatia’s national football team based its training camp there.
The target is the American market. US visits to Croatia have grown double digits in recent years. A World Cup summer plus a famous American-Croatian star is a direct play for that audience. Tourism Minister Tonči Glavina confirmed the US focus.
How to visit the Croatia video locations
The film is basically a cross-country route. You can follow it on a road trip. Dubrovnik and Split sit on the coast. Zagreb and Slavonia are inland. Mali Lošinj is a northern Adriatic island. A car ties them together. Discover Cars compares Croatian rental prices across the main airports.
For the cities, guided tours save time in peak season. Browse Dubrovnik tours and tickets and Zagreb tours and tickets on GetYourGuide. For a base in the south, compare hotels in Dubrovnik on Booking.com.
If you want a ready-made route, the 7-day Croatia itinerary strings the coast and cities together. Croatia is also no stranger to the screen. The same coast doubled for King’s Landing and starred in Mamma Mia, as the Mamma Mia filming locations guide explains.
Frequently asked questions
What is the name of the Croatia video with John Malkovich?
It is called “Croatia – I Hear It’s Beautiful.” The Croatian National Tourist Board released it on 14 June 2026, on its Croatia Full of Life YouTube channel.
Why is John Malkovich in a Croatia tourism ad?
Malkovich has Croatian roots. His ancestors came from the Ozalj area in Karlovac County. He received Croatian citizenship in Zagreb in May 2026, so the campaign reflects a genuine personal link.
Where was the Croatia Malkovich video filmed?
The film features Dubrovnik, Split, Zagreb, Mali Lošinj, Slavonia (including Osijek), and Krka National Park. It covers both the coast and the inland east.
Who directed the Croatia tourism film?
Pete Radovich, an Emmy-winning American producer of Croatian heritage, was the creative director. Bunker produced it and Brandmama led the creative work.
Why did Croatia release the video during the World Cup?
It premiered at a Croatia event near the team’s FIFA World Cup 2026 training camp in the United States. The campaign targets the fast-growing American travel market.
Plan your own Croatia trip
The film works because the places are real and easy to reach. Start with the Croatia travel guide to shape a first trip, then pick the locations that pulled you in on screen.
