As Europe braces for its peak tourist season, destinations such as Croatia are grappling with the challenges of overtourism, especially in popular locales like Dubrovnik, Split, and Hvar Island. In an effort to alleviate some of the pressure on these frequented areas, Croatia is actively promoting lesser-known sites. The Croatian Tourist Board recently launched the campaign “Find Your Pomalo,” a term that embodies a lifestyle of tranquility and mindfulness, rooted in the Dalmatian coast’s culture. This initiative aims to steer tourists towards experiences that foster relaxation and the enjoyment of the moment, aligning with growing global trends prioritizing slow travel and authentic connections.
The impetus behind the “Find Your Pomalo” campaign is to encourage visitors to immerse themselves in a more serene experience during their travels in Croatia. By leveraging social media platforms such as TikTok, Facebook, Instagram, and YouTube, the Croatia Tourist Board is sharing content that highlights the essence of the pomalo lifestyle—enjoying simple pleasures like strolling on a beach at sunset, indulging in local cuisine, or playing card games with residents. Kristjan Staničić, the Director of the Croatian Tourist Board, emphasizes the desire for tourists to engage with local cultures, explore hidden gems, and rejuvenate during their holidays. The campaign invites travellers to interact with the concept of pomalo, cultivating a sense of well-being and enriching their travel experience.
For those seeking tranquil alternatives to the traditional tourist hotspots, the Croatian Tourist Board suggests Komiža on the island of Vis as a prime escape. Renowned as the birthplace of fishing on the Adriatic’s eastern coast, this charming seaside town offers not just stunning views but also a taste of local culture through its culinary specialties. Visitors can enjoy traditional dishes such as Komiža pie, filled with ingredients like sardines, onions, and rosemary, alongside a variety of adventurous outdoor activities, including climbing and kayaking. This combination of gastronomy and adventure provides a refreshing shift from the bustling tourist traps.
Korčula Island, while not entirely devoid of tourists, serves as a more family-friendly alternative to its neighbor Hvar, with the village of Lumbarda being a culinary highlight known for its seafood and unique Grk wine. Similarly, Zlarin Island presents an idyllic escape with its prohibition on cars, allowing visitors to bask in nature undisturbed by urban chaos. With abundant sunshine and the captivating sounds of wildlife, Zlarin offers a peaceful backdrop to unwind and enjoy the beauty of the Adriatic.
For those interested in delving deeper into Croatia’s rich tapestry of history and adventure, the area surrounding Perušić reveals an intriguing underground realm of caves and the scenic Lika River canyon. History enthusiasts will appreciate the tales of the noble Frankopan family and the legacy of Turkish rule evident in the old town. Perušić exemplifies how a visit to Croatia can encompass not only relaxation through serene landscapes but also exploration into its storied past.
In sum, Croatia’s “Find Your Pomalo” campaign represents a thoughtful response to the pressures of overtourism by promoting a more laid-back approach to travel that emphasizes genuine experiences and local immersion. By directing attention towards lesser-known attractions and encouraging a mindful, slow-paced travel style, Croatia is not only enhancing visitor satisfaction but also preserving the integrity of its cherished destinations for future generations. The encouragement for travellers to share their own #findyourpomalo moments highlights an interactive aspect of the campaign, fostering a sense of community and shared experiences amidst the beauty of Croatia.
