The paper examines the attitude and opinion of the citizens of the city of Zagreb about one of the largest winter city events Advent in Zagreb and the impact that this event has on creating the image of the capital as a tourist destination. In recent years, the amount of various events in Zagreb co-financed by the City and the local tourist board has significantly increased. Although the events have different effects and affect the destination, but also the local population, most often the greatest emphasis is placed on a significant contribution to improving the image of the destination. In addition, the popularity of European Christmas events has been growing over the years, creating a tourist phenomenon. Cities encourage the organization of Christmas events as an ode to mechanisms and mechanisms in strengthening the winter part of the tourist season and accumulating additional income for local economies. On the one hand, the Christmas event is defined as a street event marked by the celebration of Christmas, while on the other hand such events can be described as real festivals as they last a few weeks around Christmas and often include many artistic events such as concerts, exhibitions and other activities and consuming food and beverages that are an indispensable part. Although there is little scientific research on the impact of Christmas events on the community, there is still a significant amount of work on the sociological and cultural impacts of festivals and events that can be applied to Christmas events. It is certainly clear how the positive impacts of such events on the local community can further help in the promotion of the destination and increase the satisfaction of the population, while the negative effects can jeopardize the long-term sustainability of the event itself. Therefore, among other things, the aim of this paper is to analyze the contribution of the Advent event in Zagreb in strengthening the image of the city of Zagreb as a tourist destination.