In the wake of the conclusion of another successful Weekend Media Festival, which this year again gathered the regional media and marketing elite in the beautiful Rovinj from September 18th to 21st, one topic particularly resonated through the halls of the old tobacco factory. It was a panel discussion sponsored by the Croatian National Tourist Board, titled "Pomalo – Authenticity in Tourism," which delved deep into the core of what Croatia as a destination is and what it can offer the modern traveler. The reason for this exceptionally well-attended discussion was the innovative social media campaign by the CNTB, "Find your Pomalo," which seems to have struck a chord with a global audience eager for a genuine and unadulterated experience.

The "pomalo" concept was presented not as a marketing gimmick, but as an authentic philosophy of life, deeply rooted in the Dalmatian, and broader Croatian, mentality. In a world that is relentlessly rushing, where terms like 'burnout' and 'digital detox' have become part of everyday vocabulary, Croatia offers an antidote – slowing down, being mindful of the moment, and enjoying the little things. It was this very idea that was at the center of the dynamic discussion skillfully moderated by Dražen Klarić, editor-in-chief of Večernji list, in which key people from the world of tourism and media confronted their perspectives.

Deconstruction of the 'pomalo' philosophy

Martina Srnec, Director of the Advertising and Communications Sector at the CNTB, explained the strategic background of the campaign in detail. She emphasized that moving away from the classic promotion of sun and sea was a necessary step in repositioning Croatia on the global market. "Pomalo is not laziness, it is the art of living," pointed out Srnec, explaining that the campaign targets the growing segment of tourists who are no longer just looking for a holiday destination, but a transformative experience. According to her, the reactions on social media exceeded all expectations. Thousands of comments and messages from foreign tourists confirmed that they had recognized and experienced exactly that feeling – whether it was drinking coffee for hours on the waterfront, talking to a local vendor at the market, or simply surrendering to the rhythm of the place without a strict itinerary. This is an emotional value that is impossible to copy and which is becoming the strongest asset of Croatian tourism.

Her story was continued by Andrea Buča, a well-known journalist, editor, and author of travelogue series on HRT, who brought the audience closer to what "pomalo" looks like on the ground. Through her many reports across Croatia, Buča has documented countless examples of this lifestyle. She claims that authenticity is key, but one needs to know how to recognize it and tell its story. "Authenticity is not something you can fabricate. It lives in people, in their customs, in the tastes of local food, in the imperfection of stone streets. Our task is to find these stories and convey them in such a way that the viewer or reader wants to become a part of them," said Buča. She pointed out that modern travelers are fleeing from 'Instagrammable' backdrops and are looking for real, human stories that they will remember long after they return home.

Perspective from the outside and a sustainable future

A particularly interesting view on the topic was offered by Mark Thomas, editor of The Dubrovnik Times, who has been living and working in Croatia for years. As a foreigner who has embraced the local way of life, Thomas provided a unique perspective on how tourists perceive the "pomalo" concept. He warned of the fine line between promoting an authentic lifestyle and its commercialization, which can lead to the loss of authenticity itself. "Guests can feel when something is fake. 'Pomalo' works because it's real. You see it in the way a waiter talks to you, not as a number, but as a person. You see it in a fisherman's decision not to set sail because of the southern wind. That is life. The challenge is how to preserve that feeling under the pressure of an increasing number of tourists," said Thomas. His intervention also sparked a discussion about sustainability, which naturally builds on the "pomalo" philosophy.

The panelists agreed that slowing down the pace is not only good for the traveler's soul but also for the destination itself. Sustainable management, which is so much talked about, is precisely the implementation of the "pomalo" principle at a strategic level. This means balancing economic growth, which is unquestionable, with the preservation of local identity, natural resources, and the quality of life for the local population. In this context, it was emphasized that it is important to offer the market what we as a destination can deliver in a sustainable way, and not to meet all the expectations of mass tourism at any cost. The "pomalo" concept thus also becomes a destination management tool, encouraging tourists to stay longer, explore lesser-known localities, and visit outside the main season.

Echo at the Weekend Media Festival

The discussion generated great interest from the audience in Rovinj, who actively participated with questions and comments, confirming that the topic was well-chosen. Many marketing and media professionals from the region agreed that this is a bold and correct turn in communication. Instead of competing with other Mediterranean countries in the number of beaches or sunny hours, Croatia is differentiating itself based on a unique emotional experience. It was also announced that the Croatian National Tourist Board plans to expand and deepen this concept in its future promotional activities, integrating it into all segments of the tourist offer, from eno-gastronomy and cultural tourism to active holidays.

The Weekend Media Festival in the Istrian jewel has once again proven to be the ideal platform for initiating such strategic dialogues. The panel "Pomalo – Authenticity in Tourism" was not just a review of a successful campaign, but a blueprint for a future in which Croatian tourism sells not just a service, but a recognizable and desirable lifestyle. In a world that cries out for authenticity, Croatia has the opportunity to become synonymous with a quality, fulfilling, and, most importantly, human vacation. To become a destination where guests come not only to recharge their batteries, but also to find their "pomalo".