John Malkovich’s recent acquisition of Croatian citizenship is resonating with the Croatian diaspora worldwide. A new tourism advertisement featuring Malkovich exploring his ancestral roots aims to showcase Croatia’s cultural richness to a global audience. The campaign highlights the potential for individuals of Croatian heritage to connect with their roots and potentially claim citizenship. This initiative taps into a growing trend of “heritage tourism,” where individuals travel to explore their family history. The Croatian National Tourist Board (HTZ) hopes Malkovich’s story will inspire others in the diaspora to visit and learn more about Croatia. The move is expected to positively impact tourism and strengthen ties with Croatians living abroad.