May the 29th, 2026 – Hollywood star John Malkovich recently gained Croatian citizenship, and has since starred in a brand new Croatian tourism campaign.
The aforementioned campaign is expected to launch globally ahead of the 2026 FIFA World Cup, with a particularly strong focus on the American market.
a focus on dalmatia’s famous fjaka
One of the most talked-about aspects of the project is its focus on the Dalmatian concept of “fjaka”, which is the famously untranslatable Dalmatian state of relaxed calm, stillness and enjoyment of life. In teaser footage already released online, Malkovich sits with Croatian Tourism Minister Tonči Glavina in Split and jokes about spending hours doing nothing. Glavina then introduces him to the concept of fjaka, which becomes the thematic centre of the campaign. The goal is to market not only Croatia’s scenery, but also its lifestyle and atmosphere.
talented malkovich was the ideal choice
John Malkovich is not a random celebrity choice. The actor has Croatian ancestry, something Croatian officials and tourism representatives have increasingly highlighted in recent months. As stated, he also recently received Croatian citizenship, further strengthening the symbolic connection between the actor and the country. For Croatia’s tourism, Malkovich brings several advantages: international prestige, strong recognition in the American market and a personal connection to Croatian heritage.
According to Croatian tourism reporting, the campaign is aimed especially at boosting Croatia’s visibility in the United States ahead of the 2026 World Cup, which will be hosted across the US, Canada and Mexico. American tourism to Croatia has grown significantly in recent years, and officials appear eager to strengthen that trend further through high-profile international branding.
Pete Radovich is leading the creative direction
Another major name attached to the project is Pete Radovich, the Emmy-winning producer and creative director behind the campaign. Radovich, who also has Croatian roots, is known internationally for major sports broadcasting productions and has previously worked with Malkovich on award-winning projects. This clever collaboration is intended to give the campaign a more cinematic and globally competitive feel.
Scenes for the campaign were filmed in multiple Croatian destinations, including Split and parts of the Adriatic coast. Local media closely followed filming activity, particularly after Malkovich was spotted moving through Split’s historic centre alongside Croatian actors and production crews. The visual style appears designed to blend Croatian landscapes, Mediterranean lifestyle and cinematic storytelling rather than traditional tourism advertising.
new citizen malkovich brings hollywood to dalmatia’s ancient streets
The John Malkovich tourism campaign reflects a broader shift in how Croatia promotes itself internationally. Instead of focusing only on beaches and scenery, newer campaigns increasingly emphasise culture, authenticity, storytelling and lifestyle branding. Celebrity involvement also helps Croatia compete in an increasingly crowded Mediterranean tourism market.
Tourism continues to be one of Croatia’s most important industries, meaning international perception carries major economic importance. Campaigns like this are therefore not simply promotional videos — they are part of broader efforts to position Croatia as a premium global destination rather than only a seasonal beach location.
For now, the campaign has already succeeded in generating attention across Croatian-language media and social platforms. By combining Hollywood recognition with the uniquely Dalmatian idea of fjaka, Croatia is attempting to sell something larger than tourism alone.
