A promotional film fronted by John Malkovich has carried off a top international marketing prize, giving Croatia another reason to feel smug about its tourism storytelling. "Croatia – I Hear It's Beautiful" won the Best communication strategy: tourism category at the City Nation Place Awards in London, announced on 8 November 2026.
City Nation Place is a global platform focused on the branding and marketing of cities, regions and countries, so this is a peer award from the people who do destination marketing for a living. It's not the film's first trophy either — the campaign has collected a string of accolades since launching.
Tourism and Sport Minister Tonči Glavina said the campaign presented the country from a fresh, authentic angle, arguing that when nearly everything has already been shown, destinations need new ways to tell their stories. Kristjan Staničić, director of the Croatian National Tourist Board, added that the goal is to position Croatia as a year-round destination built on local food, culture and everyday life rather than just the obvious headline attractions.
Croatia didn't stop at one award in London. At the Wanderlust Reader Travel Awards — voted on by readers of the respected British travel magazine — the Croatian islands took gold as the most desirable European region, while Dubrovnik claimed silver as the second most desirable European city. The voting numbers are striking: more than 250,000 Wanderlust readers cast a record 8.2 million votes this year. Prince Harry, Duke of Sussex, was among those at the ceremony.
For travellers, this is less news and more confirmation. The islands' gold reflects what repeat visitors already know — a fragmented coastline of hundreds of islands with preserved nature and a slower rhythm than the mainland hotspots. And if Dubrovnik keeps ranking near the top of reader-voted city lists despite its crowds and cruise-ship traffic, that says something about how strong the old town experience remains.
The awards also hint at where Croatian tourism marketing is heading: less postcard, more local. Expect campaigns to lean harder into off-season travel, regional food and lesser-known islands — which is exactly when and where the country is most enjoyable anyway. If you've been putting off a Croatia trip because of summer crowds, the industries pushing for shoulder-season visits may be doing you a favour.
