Croatian travel film with John Malkovich wins Grand Prix in Tbilisi
The promotional film of the Croatian Tourist Board with John Malkovich in the lead role has received another international recognition. According to a press release from the Croatian Tourist Board sent to the editor, „CROATIA – I hear it’s beautiful“ won the Grand Prix and the first prize in the Promotional Film category at the Art & Travel International Film Festival (ATIFF 2026) in Tbilisi.
The festival takes place from September 26 to 30 and brings together film authors, producers, representatives of the tourism sector, and international media. The focus is on audiovisual projects related to travel, destinations, culture, and tourism, and the international jury is made up of professionals from the film and creative industries.
Third international recognition for the HTZ campaign
The award from Georgia follows two other accolades the film received just before that. At the 5th BH Tourism Film Festival in Sarajevo, it won the Grand Prix for Best Tourism Film, while at the TEF Festival of Tourism and Ethnographic Film on Krk it was awarded the Award for Outstanding Film Achievement. On September 26, HTZ also announced that the video had previously surpassed 39 million views across all channels.
The film does not present Croatia through a classic set of attractions and postcards. Malkovich's journey It is being built across the country as a personal story, with humor and film production that gives destination marketing a more recognizable character.
„We are extremely pleased with this award and the new international recognition, as it confirms the quality and creative value of the project that represents Croatia in a different, more contemporary and emotional way,“ said the director. HTZ-a Kristjan Staničić.
The tourism film as content that lasts longer than the campaign
What is interesting is precisely the continuity that the film has achieved since its premiere in June. Instead of ending with the initial campaign, the festival awards extend its media life and open up additional channels to the professional audience.
This is particularly relevant at a time when tourism organizations compete for the audience's attention on platforms filled with very similar destination content. A recognizable story, a face with global reach, and a production that can function outside of traditional tourism advertising become an important part of the destination's branding.
