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.
The expression - and way of life - centres around slowing down, relaxing and embracing the present 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.
“We are noticing a growing interest in local customs, peaceful lifestyles and authentic experiences. The trend of slow travel is becoming increasingly popular,” says Kristjan Staničić, Director of the Croatian Tourist Board.
“Visitors want to connect with local culture, discover lesser-known places and find peace of mind. Through this campaign, we invite tourists to come, relax and truly enjoy their holiday.
“We believe many will find their version of pomalo here in Croatia and return home refreshed, recharged and full of lasting impressions. That is what meaningful travel is all about.”
Travellers are encouraged to participate by sharing their own #findyourpomalo moments on social media throughout the summer.
Where can you escape the crowds in Croatia this summer?
For a seaside town without the crowds, the Croatian Tourist Board directs visitors to Komiža on the island of Vis, where they say fishing on the eastern coast of the Adriatic was born.
Dating back to the 12th century, Komiža incorporates several surrounding villages too, where you can visit farmhouses and taste home cooking like Komiža pie filled with salted sardines, onions, tomatoes, and rosemary.
Adventure lovers can find plenty of activities in the area, including free-climbing, abseiling, caving, diving and kayaking.
Though by no means untouristed, Korčula island is a calmer, more family-friendly alternative to neighbouring Hvar. Stay in Lumbarda, renowned for its fresh seafood and aromatic Grk wine.
Zlarin is another island gem - a sanctuary from noise and chaos thanks to its ban on cars. Verdant and wild, the stillness here is only broken by seagulls, peasants, woodpeckers and owls.
It also receives 2,700 sunlight hours per year, making it one of the sunniest places on the Adriatic coast.
Away from the coast, Perušić is a fascinating underground world where you can explore dozens of caves and kayak through the canyon of the Lika River.
The old town of Perušić delights history buffs with the centuries-old story of the noble Frankopan family and life under Turkish rule.
