Slow Travel: Croatia promotes with “Pomalo” campaign

Just in time for the start of the peak travel season, the Croatian National Tourist Board has launched a new advertising campaign entitled “Find your Pomalo.” This initiative aims to introduce holidaymakers to a relaxed lifestyle that counteracts the hectic pace of everyday life. The campaign will be distributed exclusively via social networks such as TikTok, Facebook, Instagram, and YouTube and aims to highlight the importance of “Slow Travel” and authentic travel experiences.

At the heart of the campaign are video clips designed to convey the feeling of enjoying the moment, slowing down, and rediscovering the beauty of life. The Croatian word “pomalo” describes a way of life that emphasizes serenity and letting go of stress—a philosophy that travelers should experience in Croatia. Kristjan Staničić, Director of the Croatian National Tourist Board, explained that they are observing a growing demand for local customs and a peaceful way of life. Tourists want to experience the culture of their destination, discover untouched places, and find peace and quiet.

The campaign, which runs until the end of August 2025, covers all major source markets for Croatian tourism. It aims to attract visitors from across Europe and beyond, promoting the Croatian coast and inland as a destination for relaxing travel. In recent years, Croatia has continuously invested in the development of its tourism sector to make not only the coastal regions but also the culturally rich interior more attractive. The focus is increasingly on individual experiences and local authenticity, away from mass tourism.

The idea of “pomalo” is deeply rooted in Dalmatian culture and represents a relaxed approach to life. It’s about taking things slow, not rushing, and enjoying the little pleasures of everyday life. The Croatian Tourist Board hopes that many visitors will find their own version of this slowing down in Croatia and return home refreshed, rested, and full of positive impressions. The campaign invites everyone to actively participate via social media and share their personal #findyourpomalo moments.