Croatia took centre stage in the US this week with the premiere of its new tourism campaign film, starring actor John Malkovich, at a special event in Virginia during the FIFA World Cup
Hosted by the Croatian National Tourist Board, Croatia’s Ministry of Tourism and Sports, and the Croatian Football Federation, the event ‘Croatia in the Game—Tourism. Sport. Culture. Flavours' celebrated the deep connections between Croatia and the US.
The evening featured the US premiere of the film ‘Croatia— I Hear it’s Beautiful’, starring the Academy Award-winning actor whose Croatian heritage adds a personal touch to the campaign. The video represents a further step forward in promoting the destination and positioning Croatia as an attractive, authentic and globally recognised destination. The teaser trailer can be viewed here, with the full-length film available to view here.
The event brought together leaders from tourism, sports, diplomacy, and media, alongside members of the Croatian national football team. Also in attendance were Croatian basketball icon Toni Kukoč, Croatian Minister of Tourism and Sports Tonči Glavina, Croatian National Tourist Board Director Kristjan Staničić, Croatian Football Federation President Marijan Kustić, and Leila Krešić Jurić, Director of the CNTB's North America Office.
Minister Glavina said, “This represents a significant step forward in how we position Croatia on the global stage. At a time when internationally recognised figures such as John Malkovich are helping tell Croatia’s story, global sports icons including LeBron James, Kyle Kuzma and Rafael Nadal are also showcasing Croatia to worldwide audiences through international sporting events hosted in our country.”
The US remains an important market for the destination, with arrivals and overnight stays from American travellers having increased by 30% since 2019.
