Full Breakdown
Croatia’s Tourism Film Debuts at World Cup
6/15/2026, 11:29:48 PM
Film Premiere at World Cup Base Camp
On June 15, 2026, the Ministry of Tourism and Sports, the National Tourist Board and the Football Federation premiered the film “Croatia – I Hear It’s Beautiful” at the Croatian national team’s training camp in Alexandria, Virginia. The event, titled “Croatia in the Game – Tourism. Sport. Culture. Flavors,” featured Hollywood actor John Malkovich as the film’s star. Emmy-winning producer Pete Radovich directed the piece, which follows Malkovich on a tour of Dubrovnik, Split, Zagreb, Slavonija, Lošinj and Krka National Park.
Context and Market Goals
The United States is Croatia’s largest long-haul market; arrivals and overnight stays have risen over 30 % since 2019. About 440 direct flights from Dubrovnik and Split are scheduled for 2026, timed to the FIFA World Cup’s global spotlight. The film aims to shift Croatia’s image from a summer-beach destination to a year-round cultural and sport-tourism hub, also noting the E1 electric boat racing series in Dubrovnik.
Principal Participants
- John Malkovich – actor, film’s ambassador
- Tonci Glavina – Tourism Minister; Kristjan Stanicic – Tourist Board Director
- Marijan Kustic – Football Federation President
- Zlatko Dalic – head coach; Luka Modric – captain
- Toni Kukoc – former NBA champion, Egypt showcase participant; Pete Radovich – creative director
Official Statements
Tourism Minister Tonci Glavina called the campaign “a significant step in Croatia’s international promotion efforts.” Football Federation President Marijan Kustic said the World Cup provides “global attention” the film aims to harness. Tourist Board Director Kristjan Stanicic noted the initiative seeks to “boost visibility ahead of the 2026 World Cup.” Egyptian organizers described the Alexandria event as showcasing “culture, sport, heritage, food and wine.”
On-the-Ground Observations
The Virginia screening was closed; mayor Alyia Gaskins had earlier issued a proclamation welcoming the team and promising cultural exchange. In Alexandria, Egypt, Malkovich, Kukoc and football veterans presented the film with live performances, reinforcing Croatia’s multi-sport identity.
Conflicting Reports & Gaps
No press were invited to the Virginia event, leaving city or embassy involvement unclear. The campaign’s early stage provides no data on audience reach or booking impact.
Verbatim Quotes
- “It made me cry, beautiful film, thanks John,” — Anonymous online commenter
- “this is an awesome promotion, thank you John, you were brilliant and yes, Croatia is absolutely beautiful, everything, scenery, history, food, traditions and the people.” — Anonymous online commenter
- “not bad at all” — John Malkovich (film dialogue)
- “my people” — John Malkovich (film dialogue)
Next Steps
Croatia plans further U.S. activations, including an outdoor event and musical performances in Dallas ahead of the World Cup opener against England, and will monitor booking trends through July 2026.
