Why Croatia Chose John Malkovich to Sell the Adriatic Dream

May the 31st, 2026 – Croatia chose the legendary John Malkovich to sell the Adriatic dream, and with the World Cup across the pond fast approaching, it was the perfect choice.

Why Croatia Chose John Malkovich to Sell the Adriatic Dream. Croatia has enlisted one of Hollywood’s most recognisable actors for its latest tourism campaign, with John Malkovich becoming the face of a major international promotional push aimed at attracting visitors ahead of what tourism officials hope will be another record-breaking period for the country. The campaign has generated significant attention across Croatian media, not only because of Malkovich’s global profile, but because it focuses on something distinctly Croatian: the Dalmatian concept of fjaka. Rather than promoting beaches, islands or luxury resorts in the traditional way, the campaign centres around the idea of fjaka, a uniquely Dalmatian state of calm, relaxation and contentment that locals often describe as impossible to translate directly into other languages. In p...