Spomenka Saraga
Episode · #465
TURIZAM 385 Spomenka Saraga
Guest Spomenka SaragaHosted by Goran RihtarićMay 3, 2026
Spomenka Saraga
About this episode
What you'll hear in this conversation
Spomenka Saraga never intended a career in film; her ambition was to work in a bank. Yet, an accidental school internship at Jadranfilm, a major studio across the street from her home, unexpectedly pulled her into the world of cinema. For four decades, she has specialized in tourism films—a niche once dismissed by many as 'not art,' but one she has steadily built into an award-winning enterprise. Now, as the owner of Balducci Film, she brings major international productions to Croatia, reshaping the country's tourism landscape. Her story highlights how a deep commitment to an overlooked segment, combined with an eye for opportunity, can create significant economic and cultural impact.
Insights from the conversation
What to take from this episode
01
Spomenka Saraga's path began not with the banking career she had envisioned, but with a school internship at Jadranfilm, a company she lived across from. Sometimes the most significant professional discoveries happen when you are simply open to what is immediately in front of you, even if it seems far from your initial plans.
02
For decades, "big directors" would mock Spomenka Saraga for making tourism films, calling it "not art." Now, she notes, many of them are making promotional films themselves. The market eventually validates the work that delivers value, regardless of initial aesthetic snobbery.
03
After trying for "five or six years to get funding" for her film *Croatia: Next Filming Destination*, Spomenka Saraga produced it herself. Institutions often need to see proof of concept and demonstrated impact before they will back a new promotional idea.
04
Working with Korean productions on reality and travel shows saw Korean tourist numbers in Croatia soar from 2,500 to almost half a million annually. A specific media placement can open an entire new market for tourism.
05
When *Mamma Mia* filmed on Vis instead of Greece, it caused such "outrage" in Greece that it led to calls for the tourism minister's resignation and a change in the head of the Greek Tourist Board. The perceived value of film tourism is often far higher than official bodies initially estimate.
06
During the pandemic, Croatia became an "excellent location for all European productions" because it was an "auto destination." When global travel is disrupted, a country's ability to be reached by car can become a surprising competitive advantage for film shoots.
07
Spomenka Saraga's tourism films for Rijeka, Dubrovnik Riviera, and Croatia: Next Filming Destination have collectively earned 56 international awards in just two years. Sustained, high-quality output in a specific niche can eventually command global recognition, proving the commercial and artistic merit of the work.