Actor John Malkovich, recently granted Croatian citizenship, is the star of a new tourism campaign launched by the Croatian Tourist Board. The campaign, titled “I Hear It’s Beautiful,” leverages Malkovich’s recognizable persona and narrative skills to showcase Croatia as a desirable travel destination. It aims to position Croatia beyond a typical summer vacation spot, hinting at a deeper cultural experience. The campaign’s video features Malkovich speaking about Croatia based on what he has *heard* about its beauty, creating intrigue. Details of the campaign’s broader scope and budget have not yet been released. This initiative marks a unique approach to promoting Croatian tourism on an international scale. The campaign was announced on June 14th, 2026, by Total Croatia.