With peak tourist season well underway, visitors are flocking to Europe’s hotspots. In Croatia, it means another high-pressure summer for destinations like Dubrovnik, Split and Hvar island.
Like many overtouristed countries, Croatia is looking to ease the impact on visitor favourites by encouraging travellers to seek out its lesser publicised attractions.
With that in mind, the Croatian Tourist Board has launched a new promotional campaign titled ‘Find Your Pomalo’.
The term ‘pomalo’ originates from the Dalmatian coast, and is very on trend at the moment.
Why is Croatia encouraging travellers to find their ‘pomalo’?
The tourism campaign hopes to encourage travellers to Croatia to consider destinations that help them take a breath and leave behind the stress of everyday life.
Tapping into social media trends that focus on just that, the tourist board is using platforms including TikTok, Facebook, Instagram and YouTube to share their message.
They have published a series of videos that showcase the pomalo way of life - walking barefoot along a beach at sunset, reading a book in the shade of an olive tree, biting into a ripe peach at the market, or playing cards with local residents.
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