Croatia unveiled a major new tourism campaign in the United States this weekend, with Hollywood actor John Malkovich taking centre stage in a promotional film designed to showcase the country to a global audience.
The premiere took place in Alexandria, Virginia, where the Croatian national football team is based during the FIFA World Cup 2026. Organised by the Ministry of Tourism and Sports, the Croatian National Tourist Board and the Croatian Football Federation, the event brought together tourism officials, sporting legends and international media under the banner “CROATIA IN THE GAME – Tourism. Sport. Culture. Flavors.”
The evening marked the first screening of the new tourism film, “Croatia – I Hear It’s Beautiful,” starring Malkovich, whose family roots trace back to Croatia. The project was creatively directed by Pete Radovich, the Emmy Award-winning television producer and sports broadcaster of Croatian heritage.
Among the guests were Tourism Minister Tonči Glavina, Croatian National Tourist Board Director Kristjan Staničić, Croatian Football Federation President Marijan Kustić, national team coach Zlatko Dalić, captain Luka Modrić and basketball legend Toni Kukoč.
Speaking at the event, Glavina said the campaign represents a significant step in Croatia’s international promotion efforts, highlighting the powerful combination of tourism and sport. He also pointed to the global attention Croatia has been receiving through major sporting events, including the E1 electric boat racing series currently taking place in Dubrovnik.
The United States remains Croatia’s most important long-haul tourism market. Since 2019, arrivals and overnight stays from American visitors have increased by more than 30 percent. This year, Croatia is connected to the United States by direct flights from both Dubrovnik and Split, with around 440 direct flights expected during the season.
Officials believe the combination of Croatia’s World Cup presence and the launch of the new promotional film will further strengthen the country’s image as one of Europe’s most attractive travel destinations.