John Malkovich, NBA champion Toni Kukoč and the Croatian men’s soccer legend Luka Modrić walk into a bar.
It’s not the start of a joke, that was the scene at the AKA Hotel in Alexandria, Va., Saturday evening.
The Croatian National Tourist Board hosted a boozy reception for its country’s soccer team as it competes in the 2026 FIFA World Cup this summer, drawing a mix of athletes, business leaders, diplomats and Croatian-American community members to the glitzy rooftop of the hotel just outside Washington.
For Croatia, which reached the final in 2018 and semifinals in 2022, the tournament is about more than soccer. It is one of the country’s most effective soft power tools, a chance for a nation of fewer than four million people to project its brand to a global audience and translate sporting success into tourism, investment and cultural influence.
“This opportunity is a huge push forward for a promotion of our country,” said Kristjan Staničić, director of the Croatian National Tourist Board, in an interview.
Staničić said the U.S. has become one of Croatia’s most important tourism markets, with American visitors continuing to rise since the pandemic. American travelers, he said, are increasingly discovering Croatia as a year-round destination rather than simply a shimmering summer stop along the Adriatic coast.
“The FIFA World Cup is the most popular sport[ing] event in the world,” Staničić said. “This will for sure make Croatia much, much more visible these days, and in these next few months. We’re open for everybody, especially for American tourists.”
Croatian officials also spent part of the evening highlighting the country’s growing roster of celebrity boosters. Tourism and Sports Minister Tonči Glavina touted what he described as an all-star lineup of ambassadors for Croatian tourism, name-checking athletes like LeBron James, Rafael Nadal and Kyle Kuzma as prominent supporters helping raise the country’s profile abroad.
The celebrity connections continued on stage.
Malkovich, who was granted his Croatian passport at the event, appeared alongside director Pete Radovich, a longtime CBS Sports executive, to promote an upcoming project with the Croatian National Tourist Board.
Radovich recounted helping secure Croatian citizenship for football coach Bill Belichick before telling a story about a dinner with former NFL player Jason Kelce.
After Radovich told Kelce he was from Croatia, the former NFL star initially guessed his family’s roots were from “Romania, Hungary, somewhere around there.” The next day, Radovich said, Kelce texted him: “Thanks for last night. Great conversation. By the way, I talked to my mom, we’re Croatian.” Radovich said he immediately had a follow-up question: Why not apply for citizenship, too? (No word yet if Kelce has taken Radovich up on his offer.)
As for Croatia’s chances on the field — they’re slated to face England on Wednesday in Arlington, Texas — Staničić wasn’t lacking confidence.
“I hope there aren’t any injuries,” he said. “I think they’re the best. They’re going to the final.”