Ultra‐low‐loaded supported Pt catalysts showed an extremely high activity in selective hydrogenation of bioavailable 5‐hydroxymethylfurfural (5‐HMF) to the corresponding diol, i.e. 2,5‐bis(hydroxymethyl)furan (BHMF); among the synthesized catalysts with a Pt content varying in the range 0.025–0.25 wt%, the most active one appeared to be the sample 0.1% Pt/CeO2–ZrO2, which allows us to obtain BHMF with a 97% yield and 100% selectivity from 5‐HMF without the use of alkali or any other additives at a temperature of 170 °C and H2 pressure of 1 MPa, with the 5‐HMF:Pt ratio higher than 1000 mol mol–1. © 2021 Society of Chemical Industry (SCI).