John Malkovich, Croatia's tourism ambassador

John Malkovich, who was recently naturalized as a Croatian citizen,is the face of the new video campaign “Croatia – I hear it’s beautiful,” unveiled during the 2026 FIFA World Cup in the United States. The film highlights the country’s diversity and authenticity.

Croatia is going on the offensive on the international stage with a high-end video campaign centered on legendary actor John Malkovich. Premiered in the United States as part of the 2026 FIFA World Cup, the production “CROATIA – I hear it’s beautiful” draws on the actor’s fame and the creative direction of Pete Radovich, a Croatian-born television producer who is no stranger to success, with forty-five Emmy Awards to his credit.

Recently naturalized as a Croatian citizen, Malkovich has a long-standing personal connection to the country, which he has frequently visited both privately and professionally. To seal this bond, he was symbolically presented with a Croatian passport in early May during the official premiere of the commercial. The world-renowned actor, a two-time Oscar nominee and Emmy Award winner, is lending his image to Croatia’s tourism campaign.

The creative direction, entrusted to Pete Radovich, marks the fourth collaboration between the two men—a duo that has already been honored with five Emmy Awards, five Cannes Lions, and eight Clio Awards. This campaign aims to boost the destination’s international profile ahead of the World Cup.

The promotional film, which runs over six minutes, was shot at several of the country’s iconic sites while also highlighting lesser-known destinations across the archipelago and the hinterland. Viewers are taken on a journey from rural Slavonia to the famous ramparts of Dubrovnik, a UNESCO World Heritage Site, not to mention the many islands dotting the Adriatic Sea.

The new video was unveiled during the “CROATIA IN THE GAME” event, held at the AKA Hotel in Alexandria—the base camp for the Croatian national soccer team—in the presence of head coach Zlatko Dalić and the players.

Beyond the postcard-perfect landscapes, the campaign emphasizes the values of friendliness, hospitality, and authenticity in interactions. These are the assets Croatia hopes will attract international travelers seeking genuine experiences and an authentic local immersion.