‘Croatia – I Hear It’s Beautiful’ staring John Malkovich being called ‘best tourism promo yet’

Croatia officially premiered its new tourism promotional film, “Croatia – I Hear It’s Beautiful”, on Saturday evening at an event held at the Croatian national football team’s World Cup training camp.

The campaign stars internationally acclaimed actor John Malkovich, whose family roots trace back to Croatia, and has already generated significant attention and overwhelmingly positive reactions from viewers.

The film was creatively directed by Pete Radovich, the award-winning television and sports producer of Croatian heritage who has won 45 Emmy Awards across 18 categories.

Production services for the campaign were handled by Bunker d.o.o., while creative agency Brandmama d.o.o. contributed to the development of the script.

The promotional film takes a humorous approach, playing on Malkovich’s public image as a reserved and often sceptical intellectual. Throughout the story, he is accompanied by a local guide who introduces him to some of Croatia’s most recognisable destinations, including Dubrovnik, Split, Zagreb, Slavonija, Lošinj and Krka National Park.

John Malkovich (Photo: HTZ)

As he travels through the country, Malkovich responds to descriptions of Croatia’s beauty with sarcasm and dry humour, repeatedly questioning why anyone would be so enthusiastic.

(Photo: HTZ)

However, as the journey progresses, his resistance gradually fades in the face of Croatia’s dramatic landscapes, rich cultural heritage, cuisine and relaxed lifestyle.The film culminates with Malkovich admitting, in his characteristically understated style, that Croatia is “not bad at all”.

A key theme is Malkovich’s appreciation of the Croatian people, whom he affectionately refers to as “my people”.

Viewers have responded enthusiastically to the campaign, with many describing it as the best tourism promotional film Croatia has produced to date.

Online comments have praised its humour, high production values and Malkovich’s performance, while others highlighted the emotional impact of the film and its authentic portrayal of the country.

“It made me cry, beautiful film, thanks John,”one wrote, whilst another said, “this is an awesome promotion, thank you John, you were brilliant and yes, Croatia is absolutely beautiful, everything, scenery, history, food, traditions and the people.”

(Photo: HTZ)

The combination of self-deprecating humour, spectacular scenery and a globally recognised actor has helped the campaign which could be the most talked-about Croatian tourism promotions in recent years.

Check it out below.