
“Place” is more than a geographical location. It is a concept inextricably linked to language, culture, history, art, and knowledge production. Place informs the rituals and daily practices of community and can provide a foundation for individual and shared identity. There is no place that is separate or apart from people. https://www.mellon.org/report/whats-in-a-place-more-than-geography
What gives a place meaning? Visiting a place that resonates with you–where you ‘get’ the feeling of it–shapes the relationship you have with that somewhere. Croatia is known for a siren-like effect that enchants visitors. Plitvice Lakes to Zagreb’s parks, Istra’s hill towns, the Makarska, Dubrovnik, Omiš, Šibenik, Crikvenica, Zadar and Opatija Riveras, Osijek, Varaždin and endless islands. Recent online posts by tourism experts talk about a fjaka-infused vibe that permeates the whole country, as does great food traditions, strong hospitality infrastructure and complex, intriguing history. Seems an easy visitor sell but like many economies heavily dependent on tourism, Croatia now is trying harder–harder to curate visitor experiences, harder to promote its natural attractions. It often said of Croatia that it punches above its weight. Could climate change change that?

Once in a Lifetime
History is on the side of Croatian tourism. The Kvarner Riveria is cited as a birthplace of modern mass tourism. Mid 19c railroad construction helped boost Kvarner’s reputation as a restorative playground for Europe’s elite. In the 20c, it became an affordable destination for more people. Ironically a century later the Croatian Tourist Board is pushing luxury tourism. Pop culture that draws on Croatian tourism; White Lotus, Below Deck Mediterranean, Conde Nast, Travel + Leisure paints an image of Croatia oozing attainable sophistication. (See Zoran Pejović’s Light Before Dawn Substack posts for philosophical musings) Can luxury tourism help mitigate the worst effects of climate change on the Mediterranean basin which is heating up faster than most places on earth? What kinds of visitor experiences prioritize ecosystem stewardship?

Villa Nai 3.3 on Dugi Otok https://villanai.com described as a ‘exclusive retreat under the media microscope’ is for those wealthy enough to afford steep prices. It’s impressive, but who, what and where benefits?
Water Dissolving and Water Removing

August 17, 2023
Croatia’s beauty makes intimate connections with nature easy, especially with Jadransko more. Croatian tourism thrives as a result of its natural beauty–the peaceful, serene kind that belies its turbulent 20c history and some of the present day ecological and political realities.

Kevin West for Travel and Leisure Magazine 8 May 2026
In the May 2026 edition, Travel + Leisure published Kevin West’s ‘Croatia’s Northern Coast has Sun-Speckled Seaside Town, Grand Hotels, and the World’s Most Fragrant Garden–How to Visit.’ West’s story could have easily been titled, ‘Visiting Croatia in My Mother’s Memory.’ In it he documents a trip to Croatia he planned well before his mother’s passing. What struck me was his effortless and continuous connection with his mother, reinforcing Croatians fierce loyalty to, and celebration of family. West presents a unique celebration of one of Croatia’s intangible and tangible heritage.

For a comprehensive look at Hielscher’s photography see Casper Molenaar’s Travel blog https://www.inthefootstepsofkurthielscher.com/dubrovnik/
Letting the Days Go By
Taglines branding Croatia “The Mediterranean as it Once Was” and “Croatia Full of Life” define Croatia as much more than a Balkan outpost, remote corner of Europe or socialist stronghold plagued by war and hostile takeovers. By the 1990’s Croatia was a summer festival mecca for young people who gravitated toward open air concerts near fantastical beach settings with inexpensive Air B & B accommodations, mostly on the coast and islands–Pula, Split, Hvar, Brač, among many. Add Game of Thrones tourism, a genre like New Zealand’s Lord of Rings tourism, whose popularity created such port and street congestion to cause Dubrovnik, like Barcelona and Venice before it, to issue tourist restrictions on over-touristed sites. Croatia’s restrictions on accommodations, noise and tourist numbers help preserve natural resources, and local communities that draws people in the first place, the tension that modern tourism must continuously reconcile.
You May Ask Yourself, ‘Well, How did I Get Here?’

https://www.villashvar.com/en/the-island/village-of-humac
Destinations and journeys are travel language staples. In the past ten years the ubiquitous word journey defines many types of experiences, embraced by travel marketers. How does this word simultaneously devalue and elevate the experiences it seeks to define? It encapsulates passion, individual feeling-tone/quality of the visit to make those experiences more easily understood; Sea. Country side. Village-like cities. Food. The 2026 short film starring John Malkovich has it all. Directed and written by Croatian-American Pete Radovich, Jr., this promotional film is their second notable collaboration. In 2018 Radovich directed Malkovich in The NFL’s David vs. the NFL’s Goliath, for the right to play in the Super Bowl. As a clever follow-up to Croatia: I Hear Its Beautiful, Radovich works a little more magic with a coda.
In the Blue Again, Into the Silent Water
IMO Croatia: I Hear Its Beautiful is Croatia’s best tourist promo video/campaign to date. Malkovich portrays himself as initially reluctant to follow his familial roots to discover places he didn’t know he needed. The message of this campaign is that thoughtful travel is not just about branding, it opens up passages between experiencing and understanding. With luck this message will encourage visitors to pack caring attitudes and behaviors alongside swimsuits and sunglasses. You never know what you might find along the way.
Many thanks to David Byrne and Brian Eno for Once in a Lifetime from their 1980 Talking Heads album Remain in Light, to the inimitable Luka Modrić for bringing grace and integrity to futbol, and to late-to-the-party but also beloved provocateur John Malkovich.
































































































