The paper research the attitude of the people of Zagreb about the event Advent in Zagreb and the impact it has on building the image of a tourist destination. Recently, we have witnessed a significant increase in the number of events sponsored by local self-government. Although events can have different effects on the community in which they are held, more emphasis is placed on the benefits of improving the image of the destination. The popularity of Christmas events in Europe has grown to the point that it has become a mass phenomenon. The organization of Christmas events is encouraged in order to stimulate tourism in winter and bring additional income to local economies. On the one hand, the Christmas event is a street event marked by the celebration of Christmas. On the other hand, Christmas events can also be conceptualized as festivals and events as they last only a few weeks around Christmas. They may include singing, dancing and other activities that are traditionally performed during Christmas besides buying and consuming food and drinks. Although the literature on the impacts of Christmas events on the community is limited, there is a rapidly growing literature on the socio-cultural impacts of festivals and events that could also be applied to Christmas events. It has been found that positive impacts on the local community can help promote the host destination and increase local community satisfaction while negative effects can jeopardize the sustainability of the event in the long run. The aim of this paper is to examine the contribution of the event Advent in Zagreb in improving the image of the destination of the City of Zagreb.