In the modern world, where the rhythm of life is dictated by constant notifications, deadlines, and the feeling that we are always late for something, the search for true rest has become an imperative. Daily life filled with stress, noise, and urban bustle creates a deep longing for escape – not just physical, but mental as well. The need to slow down, to reconnect with oneself and the environment, has never been more pronounced. At the heart of this search for peace lies the desire for an authentic experience that goes beyond mere sightseeing. It is about the need to immerse oneself in a different way of being, to feel the pulse of a place, and, at least for a short while, to live by different rules. It is on this very path that Croatia offers a unique answer, summarized in a single word that transcends language barriers and becomes a globally recognizable call to relaxation: "pomalo".

In response to the increasingly pronounced trends in the tourist market and in the midst of the summer season, when millions are searching for their ideal sanctuary, the Croatian National Tourist Board has launched an innovative promotional campaign titled Find your "Pomalo". This initiative is not just a classic tourist promotion; it is an invitation to adopt a specific philosophy of life that is deeply woven into the culture, especially that of Dalmatia. The goal is clear: to present Croatia as a destination where it is possible to find an antidote to the chronic fatigue and stress of the modern age, a place where time flows more slowly, and life is experienced to the fullest.

The "pomalo" philosophy as the ultimate luxury

To fully understand the depth of this campaign, we must first understand what "pomalo" truly means. It is not just a word that signifies slowness or laziness, as one might initially think. "Pomalo" is a state of mind, almost an art of living. It is a philosophy that advocates for a life without unnecessary hurry and stress, a focus on the present moment, and the enjoyment of small, daily rituals. It is sipping the first morning coffee for hours on a sun-drenched waterfront, without a glance at the clock. It is a conversation with a local fisherman about the day's catch, a long lunch with family and friends that turns into dinner, exploring hidden coves without a strict plan or schedule. It is giving oneself permission to simply – be.

This concept, also known through the saying "di je priša?", represents a cultural gem that Croatia offers to the world. In a time when luxury is increasingly defined less by material wealth and more by time and peace, "pomalo" becomes the ultimate experience. It is about the conscious choice to slow down, to breathe in the scent of pines and the sea, to feel the warmth of the sun on your skin, and to allow the worries of everyday life to simply fade away.

A digital campaign for an analog experience

Paradoxically, yet extremely effectively, the Croatian National Tourist Board decided to promote this philosophy of an analog, tangible experience exclusively through today's fastest channels – social media. The Find your "Pomalo" campaign lives on platforms such as TikTok, Instagram, Facebook, and YouTube, where short, aesthetically impressive video spots strive to convey the very essence of this feeling. The video materials do not just show the beauty of the landscapes but focus on emotion. They depict people who are genuinely enjoying the moment, whether it's reading a book in the shade of an olive tree, sailing a small boat on a calm sea, or laughing during dinner under a starry sky. The goal is not to inform, but to inspire and evoke a feeling that potential guests will want to experience for themselves.

This approach targets the modern traveler who seeks travel inspiration precisely in the digital world, but what they long for is an authentic and unfiltered experience. In this way, the CNTB uses a language their audience understands to offer them something they are chronically lacking.

A response to modern tourism trends

This campaign is not a result of chance, but a strategic response to global changes in traveler habits. A growing body of research confirms that classic mass tourism is losing its appeal. Modern travelers, saturated with crowds and commercialized content, are increasingly drawn to what is called "slow travel". Recent surveys conducted in key European markets, such as Germany, Austria, Poland, and Italy, show that as many as two-thirds of respondents (about 66%) prefer destinations that offer an authentic local experience. This includes gastronomy, tradition, and, most importantly, direct contact with the local population.

More than 60% of travelers actively avoid overcrowded tourist centers and choose lesser-known locations, natural environments, and quieter places. This is precisely where Croatia has its great opportunity. Besides its famous coast, it also offers the beautiful interior of Istria, Gorski Kotar, Lika, the Dalmatian hinterland, and numerous islands that are perfect for this form of vacation. Trends also show a rise in demand for accommodation that offers privacy and flexibility, such as holiday homes, which allows guests to create their own rhythm and truly feel at home.

As the director of the Croatian National Tourist Board, Kristjan Staničić, emphasized, there is a growing demand on the market for local customs and a peaceful way of life. Guests want to get to know and experience the culture of the destination they are staying in, connect with non-hyped places, and quiet their own thoughts. "That is why through this campaign, we invite tourists to come, enjoy, and truly surrender to their vacation," Staničić says. The vision is clear: the goal of quality travel is not just to see, but to experience, and to return home refreshed, rested, and full of impressions that last a lifetime.

Share your #findyourpomalo moments

The campaign is also designed as an interactive platform. The Croatian National Tourist Board invites all travelers, both domestic and foreign, to join in and share their vision and experience of the "pomalo" philosophy. By using the hashtag #findyourpomalo on social media, everyone can become an ambassador for this unique way of life. Whether it's a photo of a serene sunset, a video of a nap in a hammock, or simply a story about an encounter that brightened their day, users thus create a huge, authentic mosaic of experiences. This builds a community of like-minded people and shows the countless ways it is possible to find one's piece of peace in Croatia, far from the noise and stress of everyday life.

Ultimately, the Find your "Pomalo" campaign goes beyond the framework of classic promotion. It offers a vision of vacation as a transformative experience, an opportunity to reset, and a reminder that the greatest value lies in the intangible – in time dedicated to oneself, in peace, silence, and the simple joy of being. It invites us to discover how less can truly be more, and slower immeasurably richer.

Visit the Croatian National Tourist Board website for more inspiration.