Croatia is dialing down the rush and turning up the charm with its new tourism campaign, “Find Your Pomalo”—an invitation to rediscover life’s simplest pleasures and embrace a slower pace while exploring the country’s coastlines, villages, and islands. Launched by the Croatian National Tourist Board just in time for peak summer travel, the digital-first campaign celebrates the Dalmatian philosophy of pomalo—a laid-back way of life that encourages you to slow down, take it easy, and live in the moment. The campaign is being rolled out exclusively on social media channels including TikTok, Instagram, Facebook, and YouTube, with immersive video content and user-generated storytelling at its heart.
“We are noticing an increased demand for local customs and a peaceful way of life, alongside authentic experiences,” said Kristjan Staničić, Director of the Croatian National Tourist Board. “The trend of slow travel is growing. Guests want to connect with unspoiled places and quiet their own thoughts.”
“Pomalo” is more than a slogan—it’s a travel state of mind. Through carefully crafted visuals, the campaign showcases scenic coastal villages, leisurely al fresco meals, nature trails, and cultural immersion—encouraging visitors to find their own interpretation of this way of life. It also taps into broader travel trends in 2025, including digital detox, wellness tourism, and a return to meaningful experiences over bucket-list checklists.
The campaign will be live through the end of August and targets Croatia’s key source markets. Travelers are invited to join the movement by using the hashtag #FindYourPomalo and sharing their slow moments of discovery.
