June the 18th, 2026 – Croatia’s Tourism Minister Tonči Glavina has defended the cost of the country’s new John Malkovich tourism film.
The widely applauded new tourism campaign, titled “Croatia – I hear it’s beautiful”, stars the one and only John Malkovich, who plays himself in the film, and was created as a more creative alternative to traditional destination advertising. The project was developed with acclaimed Croatian-American producer Pete Radovich and filmed at locations across Croatia.
Commenting on reports about the production budget, Glavina said the amount spent was justified when compared with international marketing campaigns involving global celebrities.
“We did very well, and we got a very good deal,” Glavina said, arguing that a project of this scale involves far more than just an actor’s fee. Costs include production, creative development, filming logistics, post-production, and international distribution.
The campaign aims to strengthen Croatia’s position as a recognisable global tourism destination, with a particular focus on the American market, where Croatian tourism has seen strong growth in recent years.
Malkovich, one of the world’s most respected actors and a star with Croatian family roots, was chosen to bring a different tone to Croatia’s tourism storytelling. Instead of simply presenting beaches and landscapes, the film uses humour and a cinematic approach to highlight Croatian identity and lifestyle.
The campaign has already attracted attention, with many viewers praising the concept and describing it as a departure from conventional tourism advertisements.
The film’s official international rollout is planned around the 2026 FIFA World Cup period, with Croatia hoping the campaign will reach a wider global audience.
