John Malkovich fronts Croatia's new commercial as the Croatian National Tourist Board launches the international campaign ”Croatia – I Hear It's Beautiful”. The campaign highlights the country's nature, culture, and people, aiming to inspire more travellers to discover Croatia's diversity.

The Croatian National Tourist Board is presenting its new international commercial, “Croatia – I Hear It’s Beautiful”, starring the world-famous actor John Malkovich. The film is part of the Tourist Board's ongoing campaign to position Croatia as an attractive, authentic, and internationally sought-after destination. John Malkovich, who has Croatian roots and was recently granted Croatian citizenship, takes viewers on a journey to some of the country's most well-known and beloved locations. Throughout the film, viewers will visit places such as Dubrovnik, Split, Zagreb, Slavonia, Lošinj, and Krka National Park, among others.

The film has a humorous tone where Malkovich, known for his distinctive style and dry wit, initially meets the surrounding enthusiasm with a degree of scepticism. However, as the journey progresses, it becomes harder to resist Croatia's dramatic landscapes, rich cultural heritage, gastronomy, and relaxed way of life.
Behind the creative idea is Emmy award-winning producer Pete Radovich, who also has Croatian roots. The collaboration between Radovich and Malkovich is well-known from before and has resulted in several internationally award-winning productions.

The promotional film premiered at the event “CROATIA IN THE GAME – Tourism. Sport. Culture. Flavors”, which was organised by the Croatian Tourist Board in conjunction with the Ministry of Tourism and Sport and the Croatian Football Federation. The event was held in connection with the preparations for the 2026 Football World Cup and brought together representatives from the world of tourism, culture, and sport.

Among the guests were, in addition to John Malkovich and Pete Radovich, Croatia's national coach Zlatko Dalić, players from the Croatian national team, and other invited personalities. The new campaign has already received considerable attention internationally and has been praised for its personal appeal, its humour, and its way of depicting Croatia beyond the classic postcard images. By combining an internationally recognised actor with
Stories about culture, nature and local experiences, the Croatian National Tourist Board wants to inspire more travellers to discover the country's diversity. Croatia continues to attract visitors with its unique combination of historic cities, crystal-clear sea, vibrant culture, gastronomy and hospitality.

The new commercial is yet another step in the effort to strengthen the country's position as one of Europe's most attractive destinations.