New Croatia Tourism Film Starring John Malkovich Premieres in the United States

Croatia took center stage in the United States with the premiere of its new tourism campaign film, "CROATIA – I Hear It's Beautiful," starring internationally acclaimed actor John Malkovich, at a special event held in Alexandria, Virginia, during the FIFA World Cup 2026.

Hosted by the Croatian National Tourist Board (CNTB), Croatia's Ministry of Tourism and Sports, and the Croatian Football Federation, the event, titled "CROATIA IN THE GAME – Tourism. Sport. Culture. Flavors.", celebrated the deep connections between Croatia and the United States through sports, culture, tourism, and shared success stories.

The evening featured the U.S. premiere of Croatia's newest tourism film, starring Academy Award-nominated actor John Malkovich, whose Croatian heritage adds a personal connection to the campaign. The film was creatively directed by Pete Radovich, the Croatian-American television and sports producer who has earned 45 Emmy Awards across 18 categories.

The event brought together leaders from tourism, sports, diplomacy, and media, alongside members of Croatia's national soccer team, including Head Coach Zlatko Dalić and team captain Luka Modrić. Also in attendance were Croatian basketball legend 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.

"This represents a significant step forward in how we position Croatia on the global stage," said Minister Glavina. "At a time when internationally recognized 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. Tourism and sports together create powerful stories that connect people, transcend borders, and inspire travel."

The United States remains Croatia's most important long-haul market and one of the country's key strategic tourism markets. Since 2019, arrivals and overnight stays from American travelers have increased by more than 30 percent, reflecting Croatia's growing appeal among U.S. visitors. Air connectivity between the two countries continues to strengthen. In 2026, Croatia offers direct seasonal flights to the United States from both Dubrovnik and Split, with approximately 440 direct flights scheduled between the two countries throughout the year. American travelers are also among Croatia's highest-spending visitors and increasingly choose to visit beyond the traditional summer season.

"The United States is Croatia's most important long-haul tourism market, making this an ideal moment to showcase the country to American audiences during one of the world's most-watched sporting events," said Kristjan Staničić, Director of the Croatian National Tourist Board. "The new film represents a fresh and distinctive approach to destination marketing and reflects the continued evolution of Croatia's tourism promotion efforts."

The event was hosted by CBS television journalist Marina Jurica, who is of Croatian heritage. Musical performances were provided by award-winning Croatian musicians Eva Mach and Petra Gilming of Duo Mach & Gilming, as well as Croatian singer Roko Blažević, who represented Croatia at the Eurovision Song Contest and is currently based in Los Angeles.