Croatia tourism campaign with John Malkovich reaches 17 million views

John Malkovich (Photo: CNTB)

A promotional campaign for Croatia featuring Oscar-nominated actor John Malkovich has generated significant international attention, recording 17.3 million views across digital platforms less than two months after its launch.

The Croatian National Tourist Board (HTZ) campaign, titled “Croatia – I Hear It’s Beautiful”, features Malkovich in the lead role. The six-minute main video, together with a shorter teaser published on Instagram, Facebook and TikTok, has attracted audiences across a number of key international markets.

The main video on YouTube has recorded more than six million views, over 81,000 shares and more than 2,100 comments. The largest audiences have come from the United States, Poland, Italy, Germany and Hungary, among other markets.

The shorter teaser has also generated strong engagement, with more than 2,000 shares on Facebook, over 17,000 on Instagram and around 1,500 on TikTok.

Beyond the official social media channels, the campaign has prompted discussion among international audiences. The video has generated reactions and independent reviews on YouTube, with users commenting on its creative concept, humour, Malkovich’s performance and the way Croatia is presented.

Split (Photo: CNTB)

The campaign has also attracted attention on Reddit, where international users have discussed the video outside the Croatian tourism context, with comments focusing on its originality and humour.

International media coverage has further expanded its reach. According to the HTZ, the campaign has generated more than 260 media reports across 15 international markets, including coverage in major news, lifestyle and travel industry publications.

Dubrovnik (Photo: CNTB)

The campaign’s international exposure comes as Croatia continues to use high-profile creative projects and digital platforms to strengthen its visibility as a tourism destination in global markets.