The promotional film by the Istria Tourist Board, “Istria – Weekend as it should be,” has won an award at the record-breaking 47th edition of The Telly Awards, the prestigious international competition recognizing excellence in video and television across all platforms.

Creatively produced by Studio Tumpić/Prenc, the film was listed among the winners alongside global industry leaders such as Paramount TV, Warner Brothers Discovery, FOX Entertainment, Sony Music, TED, ABC News, and other renowned production and media companies.

Through the story of a group of urban professionals spending a weekend in the idyllic surroundings of Istria, far removed from stress and the fast pace of everyday life, the film portrays the Istrian peninsula as an attractive and easily accessible destination rich in experiences, flavours, and unforgettable moments.

Surrounded by fine wine, music, nature, and good company, the protagonists rediscover moments of freedom, connection, and pure enjoyment - experiences exactly “as they should be.” In doing so, the film continues to build on Istria’s overarching slogan, “As it should be”, which is creatively adapted across a variety of themes and experiences, including “Life as it should be,” “Gourmet Getaway as it should be,” and “Magic as it should be.”

“Istria – Weekend as it should be” won a Bronze Award in the “Promotional Video – Travel & Tourism” category at this international competition, which attracts around 13,000 entries from across the globe each year. The winners are selected by a jury comprising more than 250 leading experts from the fields of video production, television, streaming platforms, and the creative industries. This year’s jury included notable industry figures such as Tamara Kruger (Google), Janet Graham Borba (HBO), Phil Cook (WNBA), and Andrea Wertheim (Netflix).

“We are extremely pleased that our promotional film has once again been recognized on the international stage. It confirms our long-term commitment to quality and to presenting Istria in an authentic way,” said Denis Ivošević, Director of the Istria Tourist Board.

The film was directed by Nevio Marasović, best known for The Show Must Go On (2010), Vis-à-vis (2013), and Comic Sans (2018), while production was led by Tiha Gudac and Vanja Vascarac.

“Istria – Weekend as it should be” had previously also received the award for the best commercial video at the TRAVEL FILM International Film Festival.

[May 2026]