Rather than producing a traditional tourism commercial, the Croatian National Tourist Board (CNTB) has released “Croatia – I Hear It’s Beautiful,” a six-minute cinematic film starring Academy Award-nominated actor John Malkovich, who recently became a Croatian citizen.
Produced by 45-time Emmy Award-winning producer Pete Radovich, the film presents Croatia through storytelling rather than conventional destination marketing, highlighting Dubrovnik, Split, Hvar, Krka National Park, Istria, Slavonia and other regions while emphasizing the country’s year-round tourism offerings.
The six-minute film presents Croatia through a cinematic narrative designed to inspire travellers emotionally rather than simply showcase traditional attractions and can be found on the official Croatia Full of Life YouTube channel.
Unlike traditional tourism videos, ‘Croatia – I Hear It’s Beautiful’ unfolds as a short film, combining sweeping cinematography, evocative storytelling and an original musical score to immerse viewers in Croatia’s landscapes, culture and heritage. Rather than serving as a narrator, Malkovich appears as a thoughtful traveller whose reflections guide audiences through the destination with curiosity and authenticity.
“The new film represents a fresh and distinctive approach to destination marketing and reflects the continued evolution of Croatia’s tourism promotion efforts,” said Kristjan Staničić, Director of the Croatian National Tourist Board.
The film journeys across the country, from the historic streets of Dubrovnik, Split and Trogir to the waterfalls of Krka National Park, the Kornati archipelago, Hvar, Zadar, Istria, Slavonia and many other destinations; highlighting the remarkable diversity that extends well beyond Croatia’s most recognized landmarks.
Available in both a 6-minute cinematic version and a one-minute teaser, the film serves as an inspirational resource for prospective visitors as well as travel advisors looking to introduce travellers to Croatia in a more immersive way.
The shorter version is meant for social sharing and presentations, while the full film provides a compelling introduction to the destination for travellers planning their next European vacation.
The production reflects Croatia’s evolution as one of Europe’s leading premium travel destinations, appealing to travellers seeking cultural experiences, boutique island escapes, gastronomy, wine regions, UNESCO World Heritage Sites, wellness, sailing, and year-round travel opportunities.
Watch the film:
Full Cinematic Version (6:21): https://www.youtube.com/watch?v=S2Uqg1va_pI
Short Version (1:04): https://www.youtube.com/watch?v=o-kukJ7jICw
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