August the 14th, 2026 – The latest and by far most celebrated Croatian tourism campaign starring the one and only John Malkovich is still generating huge numbers worldwide.
The new promotional video of the Croatian National Tourist Board (HTZ), “Croatia – I Hear It’s Beautiful”, starring world-famous actor John Malkovich, has achieved significant international resonance and attracted the attention of both the public and industry experts across numerous source markets.
Net.hr reports that in less than two months since its release, the main six-minute video published on YouTube and its shorter teaser version published on Instagram, Facebook and TikTok of the Croatian National Tourist Board together recorded a total of 17.3 million views, HTZ reported.
On YouTube, where the main six-minute video was published, more than 81,000 shares, more than 2,100 comments and over six million views were recorded, with the greatest interest shown by viewers from the USA, Poland, Italy, Germany, Hungary and others. The shorter version (teaser) also achieved strong audience engagement: it was shared more than 2,000 times on Facebook, more than 17,000 times on Instagram and 1,500 times on TikTok.
In addition to the reach and engagement on social media, the audience reactions to the content of the video itself are of particular value. It should be noted that a large number of positive reactions, apart from the domestic market, also came from the global audience that views the video outside the Croatian national and emotional context. For example, the response on Reddit is interesting, where the video sparked a spontaneous discussion among foreign users, with a series of positive comments highlighting its originality and humour.
Strong audience interest is also evidenced by the large number of independent reviews and reactions to the promotional video that users themselves published on YouTube. Some of these contents attracted tens of thousands of views. In them, the audience comments on and analyses the creative concept, script, humour, performance and the way Croatia is presented, which shows that the promotional video attracted attention and stimulated interest and conversation beyond the official channels of the Croatian National Tourist Board.
The international visibility of the video is additionally confirmed by more than 260 media publications on 15 source markets. These appeared in leading news media, including Kleine Zeitung, oe24, Kurier, T-Online, RTL, NU.nl, Corriere della Sera, Gazeta, WP.pl, France 24, POP TV, Delo, Dnevnik.si and Pravda, as well as in specialised B2B media such as The Drum, Travel Weekly, Travel Market Report, Media Marketing, About Travel and TTG, and lifestyle media such as Falstaff, Stern, Panorama, HelloMagyar, Roadster and Travel Squire
